Article by Amy Smart, CityNews
As recreational marijuana legalization looms, some industry insiders are predicting a hot niche in the market for less potent products.
At the centre of the shift is an expected influx of new consumers more interested in dabbling than getting blitzed, creating demand for pot products with lower doses of psychoactive ingredients.
A report by Deloitte forecasts that legalization on Oct. 17 will bring a consumer into the market who is more risk averse, older and less likely to consume the drug as regularly as existing recreational users.
“Today’s consumer is what we describe as a risk taker. They’re young, typically with a high school or college education. In their quest to live life to the fullest, they’re more likely to put their health or safety at risk, even going so far as to skirt or break the law,” it says.
Newer recreational customers will typically be 35 to 54 years old, and three-quarters of them will have some experience with recreational pot but only 41 per cent will have used it in the last five years, it says.
“This consumer is more of a conservative experimenter — typically middle-aged, with a university or graduate school education. They don’t tend to put their personal interests before family needs or other responsibilities,” the report says.
It says almost half of current consumers say they would move to the legal market if there were more choices in terms of product potency.