Cannabis edibles packaging: Communicative objects in a growing market

Area of Science:

• Public Health
• Consumer Behavior
• Cannabis Research

Background:

• Cannabis edibles legalized recreationally in Canada in October 2019.
• Canadian Cannabis Act mandates plain packaging with health warnings and nutritional information.
• Limited research exists on consumer perceptions of standardized cannabis packaging.

Purpose of the Study:

• To assess young adults' perceptions of standardized cannabis edible packaging.
• To understand how packaging influences perceptions of cannabis edibles.
• To explore desired packaging features for safe consumption.

Main Methods:

• Eight focus groups conducted with 57 young adults (ages 18-24) at a Canadian university.
• Participants evaluated sample cannabis packaging images approved by Health Canada.
• Qualitative analysis using descriptive approach, process evaluation, and inductive coding.

Main Results:

• Key themes included dosage, nutrition, child safety, and health warnings.
• Participants suggested standardized THC units, non-numerical instructions, and unit-dose packaging.
• Young adults desire packaging promoting safe adult use and child protection, not deterring consumption.

Conclusions:

• Standardized cannabis packaging meanings may not align with young adults' perceptions of cannabis safety.
• Packaging serves as a communicative object, conveying potentially conflicting messages of safety and risk.
• Tensions exist in how young adults interpret the "plainness" of regulated cannabis packaging.