Cannabis Retailer recently commission Caddle Insights to survey 9,500 Canadians in September 2023 on their cannabis purchasing habits.
Cannabis Purchases in the Past 3 Months
Consistent with prior month results, 17% of respondents purchased cannabis in the past three months. 14% of females purchased cannabis, versus 21% of males.
In September, Gen Z and millennials had the highest number of respondents that purchased cannabis in the past three months with both groups at 23%. Greatest Gen and baby boomers had the lowest number of respondents at 7% and 11% respectively.
Importance of Historical Lineage of Strains
Respondents were asked to what extent the presence of a well-detailed historical lineage of strains (i.e., breeder’s efforts) matters to them when making their decision when purchasing cannabis. Overall responses varied.
When broken down by gender, more men than women said the presence of a well-detailed historical lineage of strains had a high influence (30.9%) or moderate influence (33.1%) on their purchasing decisions.
Responses varied widely when broken down by age group. In general, the presence of a historical lineage of strains had less influence on purchasing decisions for older generations versus the younger generations, with the exception of baby boomers; 41.2% said it had a moderate influence on their purchasing decisions.
| High influence on my decision | Moderate influence on my decision | Little influence on my decision | No influence on my decision | |
| Greatest Gen (1900-1945) | 12.8% | 10.7% | 43.5% | 33.1% |
| Baby Boomers (1946-1964) | 20.6% | 41.2% | 16.9% | 21.4% |
| Gen X (1965-1980) |
23.2% | 32.8% | 24.1% | 19.9% |
| Millennials (1981-1996) |
29.4% | 30.4% | 21.6% | 18.5% |
| Gen Z (1997-2005) |
34.1% | 30.0% | 24.7% | 11.2% |
Expertise and Reputation of Grower
Respondents were asked about how much the expertise and reputation of the grower matters to them when making their purchasing decision. Overall, this was very important or somewhat important to respondents.
Similar patterns were seen when the responses were broken down by gender.
While responses varied among generations, there was a general consensus among all age groups: the majority said the expertise and reputation of the grower was somewhat important or very important to them when making their purchasing decision.
| Very important | Somewhat important | Indifferent | Not very important | Not at all important | |
| Greatest Gen (1900-1945) | 0.0% | 66.9% | 33.1% | 0.0% | 0.0% |
| Baby Boomers (1946-1964) | 28.0% | 36.2% | 18.0% | 9.6% | 8.2% |
| Gen X (1965-1980) |
34.0% | 37.2% | 19.6% | 4.4% | 4.8% |
| Millennials (1981-1996) | 38.0% | 32.0% | 19.8% | 5.4% | 4.8% |
| Gen Z (1997-2005) |
39.0% | 32.9% | 16.8% | 8.5% | 2.7% |
Understanding Cultivation and Growth Method
Respondents were asked about the importance of understanding the cultivation and growth methods used with the product when deciding to purchase cannabis. Overall, this was also very important or somewhat important to the majority of respondents, regardless of age.
There was greater variation when the responses were broken down by gender. Over 10% more men than women said it was very important.
The responses among female respondents were more evenly distributed, with almost equal numbers of respondents saying understanding the cultivation and growth methods used was very important, somewhat important, or indifferent.
Shifts in Purchasing Habits
Finally, respondents were asked if their patterns for buying cannabis have shifted since the public was granted the legal right to cultivate it for personal use.
Overall, 62% of respondents said their patterns have shifted, while 38% said they have not. 59% of women said their patterns have changed, compared to 66% of men.
Gen Z and millennials had the highest number of respondents that said their buying patterns had shifted at 65% and 69% respectively. Greatest Gen and baby boomers had the lowest number of respondents at 33% and 54% respectively.