Medical and wellness dominate reasons for surveyed Canadians who consume cannabis, say findings of a newly released study representing 1,000 Canadians.

Nine out of 10 respondents cited “medical and/or wellness” as a driving component or their sole reason for cannabis consumption, although a significant number shied away from intoxicating products, notes a statement from Canadian PR and public affairs firm Hill+Knowlton Strategies (H+K).

The survey sample was provided by Leger Opinion (LEO) online panel, although H+K fielded the survey on their feedback platform. It offers new perspectives into the habits, behaviours and attitudes of individuals towards cannabis in the country.

The latest results follow a similar H+K study conducted in May of this year, which examined how the consumer climate has been affected by legalization.

Collected during the first week of December, the survey information was distributed in English and French. It examines four cannabis-related segments of the market from non-consumers to regular consumers of the drug, and provides details regarding the ways Canadian adults choose to procure and consume cannabis. It also offers insights on how those habits may have evolved on the eve of the release of second-wave cannabis products such as edibles, topicals, beverages and extracts.

Although consumer responses show medical and wellness dominate reasons for consumption, one caveat is the vague and ambiguous definition of “wellness.”

“We did not define ‘wellness’ specifically in the survey,” an H+K spokesperson told The GrowthOp. “It was presented as a reason for using cannabis alongside ‘medical’ and ‘non-medical’, but it was left up to the respondent’s interpretation.”

Elliot Gauthier, H+K’s senior vice president of data and analytics, said he believes that non-intoxicating cannabis products can attract consumers who might otherwise shy away from pot-related purchases.

“Our data shows that the greatest opportunity to attract cannabis-curious consumers into the market is through non-intoxicating cannabis products geared towards consumers in the health and wellness space,” said Gauthier. “Consumers who haven’t already tried intoxicating products are unlikely to do so at this point,” he added.