The study found that while more Canadians are aware of THC-based cannabis products and smokable/combustible forms of cannabis (joints, bongs, pipes), it was CBD-based beverages that had the highest future purchase intent. In fact, over 70% of Canadian consumers would “definitely” or “probably” purchase CBD-infused beverages once legal.

The study also found that consumers across all regions see CBD-infused beverages as contributing to a healthy lifestyle.

“The opportunity for brand builders is to leverage clean ingredients, in compelling and crave-worthy beverages that appeal to a health-conscious consumer,” says Emma Andrews, chief commercialization officer at BevCanna and registered nutritionist. “Our research indicates that consumers are eager to try infused beverages to reduce/relieve pain, at the end of the day to relax or unwind or to help them achieve a more restful sleep, even if there are limitations on health claims connected to recreational/adult-use products. Ultimately the product has to deliver on the expected outcome.”

And while Canadian consumers would also consider THC beverages as a means to relax and unwind, they tend to associate THC with consumption occasions such as hanging out with friends or social gatherings. The study also found that 45% of Canadian consumers don’t associate cannabis with alcohol, viewing them as suitable for completely separate consumption occasions.

Infused beverages are expected to be legalized in Canada in October.