There are some well-documented neuroscience-based theories that help support this well-known trope. However, the legalization of cannabis use has allowed Ipsos to behaviourally confirm the size and scope of the ‘munchies phenomenon’. Initial findings reveal:
- Munchie occasions already represent almost one in 10 snacking occasions
- Late evening is prime time for the munchies
- A quarter of all Munchers are 25-34 with a slight skew to Males
- Go-To Munchies hit high-notes of craving, easy availability, taste and relaxation
- Munchers are more likely than consumers in general to satisfy their munchies by sourcing items from Foodservice, especially via third party delivery services
“Munchies” — Snacks consumed within three hours after consuming cannabis
Source: Ipsos FIVE Data Period R3M ending March 2019; I consumed a food or beverage product within 3 hours of cannabis consumption
Ipsos FIVE’s daily tracking of what individuals eat and drink details the consumption behaviour and attitudes of 20,000 Canadians annually trended over time. Our robust sample, coupled with the experience and expertise of the FIVE Team, ensures that key business issues are addressed with actionable insights to help our clients uncover and capitalize on opportunities to grow their businesses.
[WEBINAR] The Future of Snacking: Bite-Size Insights
Join us for a complimentary webinar featuring highlights from our Spring 2019 FIVE report, with new data exploring what Canadians eat and drink across all categories/brands, occasions and venues, both at home and away from home, reveal snacking consumption patterns and attitudinal traits driving behaviour today.
[WEBINAR] The Future is Speed: How Reaction Time Reveals What People Truly Want
Consumers make decisions at the last second without more than a ‘gut feel’ or a ‘quick glance’ at a package, label, brand, shelf display, etc. This is the ‘moment of truth’ that traditional research techniques can sometimes miss.