Marijuana Munching Mania Looms

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.