More than half of U.S., Canadian consumers open to cannabis-enhanced food

Research by A.T. Kearney into American and Canadian consumer attitudes toward legalized cannabis has revealed that about half would try cannabis-enhanced consumer products such as snack foods (55%) and nutritional supplements (50%). While North American attitudes toward marijuana are relaxing almost as quickly as the laws that regulate it, what may be unexpected is how many consumers indicate their readiness to test legal cannabis products and their positive attitude toward brands that would bring them to market.

“The survey clearly demonstrates the viability of the market for cannabis across multiple consumer segments—CPGs and retailers focused on health and wellness, snacking, functional food and beverage, and beverage alcohol need to have a perspective on how they will approach the cannabis opportunity,” said Randy Burt, a partner in A.T. Kearney’s consumer and retail practice.

Marijuana’s properties as an intoxicant are well known, but the market for cannabis products that don’t produce a sense of euphoria may be even larger than the recreational market. A.T. Kearney’s study of 2,000 American and Canadian consumers found that more than 75% of respondents were aware that cannabis has beneficial but non-psychoactive components. Across all age groups, approximately 80% agreed or strongly agreed that cannabis products offer wellness or therapeutic benefits.

While a strong majority (79%) of consumers surveyed believe the products have therapeutic properties, they want to be able to trust the companies bringing them to market. Nearly three-quarters of U.S. and Canadian respondents (72% and 73%, respectively) indicated that brand was very or somewhat important in assessing the quality and safety of products derived from, or infused with, cannabis. In fact, 42% of all respondents said they would see brands bringing cannabis products to market as “innovative or trendy.”

The survey findings translate into a huge potential consumer market for cannabis-infused products, especially given that the use of medical and recreational marijuana will be legalized throughout Canada this month. Currently, the use of medical marijuana is legal in 30 U.S. states and recreational marijuana is legal in nine. Reform of marijuana laws will be on the ballot this November in Michigan, Missouri, North Dakota, and Utah.

Study (pdf)