When Canada launches its fully recreational marijuana market in the next week, the cannabis industry is expected to not only serve those die-hard customers who have dedicated years, maybe even decades to the black market but also those curious people new to cannabis. It is those neophytes on the scene, those with little concern for getting stoned out of their gourds, that could create an overwhelming demand in low-THC pot products, according to an insightful report from Deloitte.
It seems the American CBD craze has invaded Canada. Now, more of those customers, presumably the ones with less experience with hard-hitting pot like GG#4, or these things called dabs are requesting products heavy in the non-intoxicating compound of the cannabis plant. These people are the focus of the latest market report that suggests new, legal users (typically older folks) are more intrigued these days by the stress relieving powers of the plant than they are in getting wrecked.
“CBD is becoming kind of an ‘it’ word in cannabis. We see a real trend there,” Andrew Pollock, vice-president of marketing for The Green Organic Dutchman, told CBC News.
In some cases, Canada’s newly legal pot market will see the return of the baby boomer generation, those who may have experimented with weed back in college but decided to walk away from the bongs and tie-dyed shirts to pursue both family and career.
But these people have, in a lot of ways, resurrected from this nightmare. They have taken a look around and noticed that their kids are away at college (where some of them will be allowed to smoke marijuana on campus), and they have realized, maybe for the first time in twenty years, that there is more time for fun.
Still, this particular customer doesn’t want to just step inside a dispensary and have some young, hipster budtender sell them a high-powered strain that might overwhelm their anxiety and send them into a wicked panic. It’s been a while, so they want to ease into the marijuana of today. And this customer also wants a variety of potency options, and perhaps some solid advice on which bud they can count on to get rid of their pesky back pain or perhaps give them the same youthful endurance to knock boots with the misses as they had back in the day. Maybe a strain called “Midlife Cannabis” could be a hit.
Due to the forecasted demand for low-THC pot products, dispensaries may want to consider advising customers on the advantages of micro-dosing. Some are already making this part of the plan. After all, this low-key method for consuming cannabis, which is geared toward the person wanting to maintain a functional high without drooling all over themselves and dreaming of tacos all day, is already catching on in parts of the United States. It’s a trend more commonly found in creative industries rather than, say, the manufacturing and healthcare sectors. But they say it’s catching on.
“(They say) two milligrams or three milligrams just has a mild relaxing effect and doesn’t interfere with you going about your day,” said Tom Adams, managing director of BDS Analytics in Colorado.
Although Canada’s recreational marijuana law does not allow the sale of edibles and beverages until 2019, these are the products that are expected to do the most business. Just ask every beverage company from Constellation Brands to Coca-Cola that is either in the research and development phase of a cannabis-infused beverage line or in talks with cannabis companies that can help them get there.
In fact, the cannabis beverage sector alone is predicted to be worth around $15 billion by the time it is all said and done. And considering that fewer people these days are interested in smoking marijuana, as they are searching for healthier consumption choices, more socially acceptable (and apparently lower potency) buzzes are destined to shine through.