Cannabis Consumers

Get to know over 6 million cannabis users from Canada’s authoritative source for insights on consumer behaviour.


Everything You Need to Know About Cannabis Consumers in Canada

The SCC/Cannabis Consumer database by Vividata® provides a detailed understanding of medicinal and recreational consumers and their relationship with cannabis. Discover how Canadians consume and feel about cannabis, their potential consumption in the future, preferred forms, top brands, in-store experience and more.

Medicinal Cannabis Consumers

From anxiety and depression, to pain, insomnia and more, profile current and potential cannabis users by the medical conditions they are challenged with, along the reasons they believe cannabis can provide relief.

Recreational Cannabis Consumers

Get in-depth data and insights on the growing number of Canadians enjoying cannabis for recreational use. Profile by preferred form – like bud/flower, cannabis edibles, oils, or beverages  –  delve into what could spark potential consumers to give cannabis a try, and more.

Create More Complete Consumer Profiles

Vividata’s Cannabis Consumer database comes fused to the SCC | Study of the Canadian Consumer, helping you create more complete cannabis consumer profiles that include enhanced demographics, purchasing behavior, media habits, lifestyle, attitudes, opinions, consumer brand preferences and more, through 60,000+ additional variables.


From What They Watch to Where They Shop

Vividata’s SCC/Cannabis consumer database provides over 1,000 variables related to cannabis consumer habits, preferences, purchasing and opinions. Plus, with its linkage to Vividata's SCC | Study of the Canadian Consumer, you can analyze against the SCC’s full suite of media and consumer variables to create more complete profiles of current and potential cannabis users in Canada.

Key Cannabis Consumer Variables:

  • Current and potential cannabis users
  • Recreational and medicinal use
  • First usage post legalization
  • Recency and frequency of consumption
  • How long consumed cannabis
  • Form factor preferences
  • Brand preference
  • Brand awareness
  • Use post-legalisation
  • Usage during the COVID-19 pandemic
  • Motivations to use
  • Sources to obtain cannabis
  • Types purchased
  • Amount spent and purchase frequency
  • Factors influencing purchase
  • Attitudes and opinions on cannabis and cannabis use
  • Effectiveness of cannabis for health and wellness
  • Likelihood to consume cannabis among non-users
  • Reasons for not consuming
  • Preferred method of consumption among potential users
  • Reasons to try cannabis among non-users
  • Reasons to consider cannabis for health and wellness
  • Use of cannabis for specific medical conditions
  • Consumer understanding of CBD and THC
  • Media used to inform oneself on cannabis

+ more

How To Access Our Data

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Dive Into the Data with Easy-to-Use Analysis Tools

All of our research studies – including the Survey of the Canadian Consumer – are available through Dapresy, Nielsen, and Telmar datamining platforms, letting you cut and slice the data to your needs, with ease.

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Have Us Build Custom Reports for You

Vividata offers custom analysis and reports built in-house by our insights team. Our reports take the time and guess work out of analysing exhaustive datasets so you can focus, get informed and make decisions.

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Go Deeper with Data Science And Direct Data Delivery

Leverage our robust datasets in combination with your own first party data and take insights to a new, deeper level through sophisticated data integration and data segmentation.

Get Started

Reach out for a demo of our datasets, to get access, or learn more about our services.

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Join the over 500 worldwide brands, media companies, advertising agencies and more getting exclusive access to deeper, more relevant consumer and audience data and insights through a Vividata membership.

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Vividata’s specialists in survey development, data integration, data fusion, and data analysis, can help you navigate the complex seas of consumer research, ensuring you get the data and insights you need to reach potential and existing customers, more effectively.


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