No Canadian cannabis brand has more than 41 percent recognition among current cannabis users, according to a Brightfield Group report outlined by Bloomberg News. Canopy Growth Corp.’s Tweed and Aurora Cannabis Inc.’s Drift are most recognized in the nation, at 41 percent and 34 percent respectively, but most other brands rate between 1 percent and 15 percent for brand recognition.
The report suggests that cannabusinesses in Canada “have primarily focused on raising capital, but this has not inherently translated into strong customer relationships.”
“As the market becomes more consumer-centric, brands must focus on developing a deep understanding of the competitive landscape and consumer behavior to stay relevant and ensure they don’t risk being seen as a commodity.” – Brightfield Group via Bloomberg
Some brands, such as Tilray Inc.’s Canaca, have low recognition ratings but high overall consumer satisfaction. Canaca was recognized by just 9 percent of the survey’s more than 3,000 respondents but 97 percent of those consumers were overall satisfied by the product and 99 percent said they would buy it again. Tweed, by comparison, had an 89 percent overall satisfaction rating with 90 percent saying they would purchase it again.
A Green Horizons report published last month found no U.S. cannabis brand was recognized by more than 23 percent of consumers.
Overall, 23 percent of cannabis consumers had heard of Leafs By Snoop – the brand backed by rapper Snoop Dogg, while 22 percent had heard of Cheeba Chews, and 21 percent had heard of Marley Naturals, which bears the namesake of late reggae legend Bob Marley.
Both Green Horizons and Brightfield Group said that the low brand recognition numbers proved that there are still breakout opportunities for legal cannabis brands.