Shopping Legal vs Illicit Markets

Updated March 2024

While we approach 6 years since legalization, there remains an opportunity to attract consumers to purchase cannabis legally, as well as simply start purchasing the category themselves. We’ve tracked a gradual increase in overall incidence rates of cannabis, however purchase rates have remained flat.

1 in 5 consumers have never purchased cannabis themselves.

Most purchasers shop legally, however illicit channels continue to attract consumers and their wallets. About 70% of purchasers exclusively buy legal, and consideration for illicit is shrinking.

Cannatrack, n=86,091 Canadians, October 2018 to February 2024

Most cannabis purchases are made in person (80%), with the remaining either online for delivery and online for pick-up. Top factors of convenience, quality, and price drive this choice in channel. Therefore ensuring a strong brick & mortar as well as online presence will encourage consumers to shop at legal outlets.  The additional importance of high quality and competitive prices is key for consumers to choose a retailer.

To understand what retailers consumers are gravitating to and why, reach out to us!