Commenting on the findings, Jamie Schau, international research manager at the Brightfield Group, said, “The Canadian market is witnessing impressive growth, with adult-use cannabis growing 118% in 2020 and in line to grow another 60% this year. That growth has ushered in a new era of adult-use cannabis, one that has brought not only an ever-evolving set of both 1.0 and 2.
And we can only expect this trend to continue in the next stage of Canadian cannabis, the researchers assure. Brands will seek to appeal to a deeper, more diverse pool of consumers with their product offerings and messaging – all while balancing regulatory compliance with the innovation and quality a more mature market will demand.
Partnerships and M&A are ramping up — most notably, partnerships between Canadian LPs and U.S. brands. Value brands continue to perform well as competitive prices have helped convert legacy users to the legal market and drive growth in demand. Distribution of THC drinks surged towards the end of the year, despite an overall lackluster year in sales. Brightfield projects the market share of drinks in Canada will grow to 7% by 2026.
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