Daily Consumers

Published August 16, 2023

We’ve studied heavy cannabis consumers since legalization and seen the importance that these weekly or more consumers are to the category.  While this is less than half of category consumers, they consistently represent over 90% of spend.

Taking this one step further is looking at daily cannabis consumers.  This group represents almost a quarter of consumers and 62% of spend this year.

Consumption frequency groups by % of Buyers and % of Spend

Cannatrack, n=6979 Canadians, January 2023 to August 2022 

This is driven by the significant amount that this group spends on the category.  Daily consumers average spending over $4,000 a year on cannabis, nearly double those who consume a couple times a week.

This group predominantly consumes cannabis by hand-rolled joints, as like the rest of category consumers. However, there are formats that are more important to these users; they are more likely to consume cannabis by vape pen, pipe or bong.

For understanding how to capture these important consumers, we need to understand who they are.  Looking at this year’s demographics we see:

• Daily consumers are split nearly evenly between Male (51%) and Female (48%) consumers.  The % of buyers and spend is consistent with both genders.

• Daily consumers are mostly under 44 years old (75%) and even more so 1 in 3 are between the ages of 21 to 29.  

Contact us to find out where these consumers are opening their wallets and if these consumers favour your brand!