Nearly three in ten (28%) respondents noted they had heard of the category, and 31% said
they would be interested in using the product. Almost half (48%) of respondents further
noted they would be most comfortable purchasing their cannabis products from a retail
store.
Bearing these finding in mind, interpretations of the size of the market can be drawn.
Drawing from earlier reported consumption data from the Control and Sale of Alcoholic
Beverages report:
· 41.4% of all alcoholic consumption involved beer
· 229.5 bottles of beer per capita was sold by liquor stores, agencies and other retail
outlets during the 2015-2016 reporting period
· 23.3 million Canadians were over the legal drinking age at the time.
The Control and Sale of Alcoholic Beverages report indicates that, based on the 2015-2016
survey showing an adult population of 23.3 million, 76.6% of respondents above legal
drinking age self-reported alcohol use in the 12 months prior. Assuming that percentage
remains consistent, current levels of alcohol ingestion would be based on 19,916,000
persons.
Consumption of beer at 254.75 (371 ml size) bottles per capita equates to 5,073,501,420
bottles of beer per annum. And if 31% of the population is interested in using cannabis
beverages, cannabis-infused beer volume would be estimated to be 1,572,785,440 bottles
(or 65,534,013 standard cases of 24 bottles) at full market penetration and adoption. As
noted, beer represents only 41% of alcohol purchased during the timeframe; the study does
not account for wine, spirits or cocktails.
19,916,000 consumers who drink alcohol
254.75 (371 ml size) bottles per capita
5,073,501,420 bottles of beer per annum
If 31% of the population considers using cannabis beverages,
demand would be:
1,572,785,440 bottles (or 65,534,013 standard cases of 24 bottles) of
cannabis-infused beer per year