Although the development of cannabis retail in Ontario has been less than ideal, the chapter of bottlenecks appears to be behind us following the announcement to double the speed at which the province will process new retail store authorizations.
Retail entrants can now focus on what they can offer their customers — both in product and in-store experiences — for which Toronto-based market research company, Vividata offers interesting insights.
What do consumers want?
In its 2019 study on post-legalization usage, the company analyzed data collected from over 5,000 respondents. Out of which, 53 per cent admitted to securing cannabis through legal sources, whereas 38 per cent did so from the illicit market. The main source of legal cannabis for current users is physical retail — adopted by well over half (55 per cent) of all Canadian users; at 46 per cent, digital retail comes a close second.