Smoking is dying down to embers, according to the latest cannabis consumption report by Deloitte. While 64 percent of Canadian cannabis consumers currently partake through rolled joints, that number is expected to decrease drastically as new legal products hit the market shelves.
It’s a far change from just a few years ago, when most cannabis users were thought of as having a blunt in their hand and a billowing ring of smoke around their heads. If you’re looking to identify the newest stoners, don’t look for a joint or bong—look for a cannabis-infused drink or chocolate.
Health-Conscious Cannabis Consumers
According to the report, cannabis consumers are health-conscious, and since there are dozens of ways to consume without lighting up, users are taking advantage of the many happy cannabis alternatives, from edibles to lotions. In fact, 34 percent of current consumers say they’re likely to try new and different cannabis products in the coming months and years.
As for the most popular cannabis consumption method, there’s no doubt that pot-infused edibles are king. Researchers expect six out of ten cannabis customers to consume edible products in the fully legal Canadian market by 2019–a trend that’s already bearing out in the U.S.
Cannabis Edibles Grow in Popularity
The latest data from ArcView Market Research revealed that, in California alone, cannabis consumers spent $180 million on THC-infused food and beverages in 2017. And, as recreational marijuana launched this year, edible sales have increased by nearly 20 percent. In fact, edibles are now considered one of the leading food trends in the United States.
In Canada, the Deloitte report reveals a massive gap between smoking and edibles. Smokable marijuana is only expected to generate $5 billion in sales in 2019, while edibles are predicted to generate between $12 and $22 billion in sales. That’s more than double—if not quadruple—the sales for edibles compared to flower. In particular, Deloitte expects cannabis-infused beer to be a big seller, as intoxicating beverages have been a staple for centuries.
But don’t just take our word for it. Constellation Brands, the third largest brewer in the world and the maker of Corona beer, has spent hundreds of millions of dollars to create a new line of cannabis-infused beverages. They plan to distribute these drinks throughout the Canadian market, getting a jump on the burgeoning THC-infused beverage market.
Ending the Stigma of Smoking
The good news about this switch from smoking to eating and drinking is that it helps eliminate many of the stigmas associated with marijuana. In people’s minds, potheads are smokers, and it’s difficult to build the same stereotyped images when someone’s drinking a discreet, cannabis-infused soda instead.
What cannabis-infused edible is your favorite? Let us know in the comments!