Article by Sunny Freeman, Financial Post
Half of Canadian pot smokers do so on at least a weekly basis, according to new consumer research, suggesting there’s a healthy, consistent customer base for recreational marijuana.
The inaugural Cannabis Consumer Update survey by Lighthouse Consulting found that 47 per cent of the 360 Canadians surveyed have used marijuana. Among younger Canadians, aged 18 to 34, the rate was 61 per cent, while among those 35 years and older, it was closer to 42 per cent.
The survey’s release comes a day after the federal Task Force on Cannabis Legalization and Regulation provided 80 recommendations to the federal government on how to roll out a legal market. The government is expected to table a legalization bill in the spring and investors have been jumping into the 36 licensed marijuana producers in anticipation of an estimated $6 billion market.
About one-third of marijuana smokers have used it in the past 12 months: Those are the consumers that players in the burgeoning marijuana business should target, said Marc Solby, the firm’s “chief marketing problem solver.”
Among that important cohort, 21 per cent used marijuana about 2 to 5 times a week, 19 per cent used it every day, and 9 per cent used it once a week, the online survey of Canadians found.