Young adults wanted cannabis edibles packaging to promote safe use, not just deter consumption | Research

The takeaway

In focus groups with 57 Canadian young adults, participants preferred cannabis edibles packaging that promoted safe adult consumption (standardized THC units, non-numerical dosing instructions) rather than simply deterring use.

Cannabis regulators, edibles manufacturers, and public health officials designing packaging requirements.

Young adults wanted safety-focused packaging, not deterrence-focused

What the researchers found

Participants discussed four main themes: dosage/consumption recommendations, food/nutritional information, concerns for children, and health warnings. They requested standardized THC units, non-numerical consumption instructions, unit-dose packaging, and features protecting children rather than packaging designed to deter adult consumption.

Why it matters

This is one of the few studies to ask consumers what they actually want on cannabis edibles packaging, rather than designing packaging based on regulatory assumptions. The gap between regulatory intent and consumer interpretation has practical implications.

The numbers in context

8 focus groups, 57 participants aged 18-24. Conducted before Canadian edibles legalization (October 2019). Four main themes identified. Participants requested harm reduction-oriented features rather than abstinence-oriented design.

How the study worked

Eight focus groups with 57 young adults (ages 18-24) at a Canadian university in November 2018, before edibles legalization. Participants assessed sample images of Health Canada-approved cannabis packaging and discussed preferred information. Qualitative descriptive analysis.

What this study cannot tell us

University student sample may not represent all young adults. Pre-legalization timing means participants had limited experience with legal edibles. Qualitative design cannot measure how packaging features affect behavior.

How to read the evidence

Preliminary: qualitative focus group study with university student sample.

When this study was published

Published in 2022.

The bigger picture

As cannabis edibles markets mature globally, this research suggests that packaging designed to deter consumption may miss the mark with young adults, who instead want practical safety information.

Questions still open

Would unit-dose packaging reduce overconsumption incidents? Do plain packaging regulations achieve their intended deterrent effect? How do experienced edibles consumers interpret packaging differently from novice users?

Common questions

What did participants want on packaging?

Standardized THC units, non-numerical consumption instructions (e.g., "start with one piece"), unit-dose packaging (individually wrapped servings), and features protecting children from accidental ingestion.

Did participants think plain packaging works?

Participants noted tensions in the meaning of plain, standardized packaging. While regulators intend it to deter use, young adults who already view cannabis as relatively safe found it communicated relatively little.

What were their concerns about children?

Participants expressed genuine concern about children accessing edibles and supported child-resistant packaging and clear product identification, even as they opposed packaging designed to deter adult consumption.

Read the original research

Cannabis edibles packaging: Communicative objects in a growing market.

The International journal on drug policy, 103, 103645

View on PubMed ↗Publisher’s paper ↗

Citation

Ventresca, Matt; Elliott, Charlene. (2022). Cannabis edibles packaging: Communicative objects in a growing market.. The International journal on drug policy, 103, 103645. https://doi.org/10.1016/j.drugpo.2022.103645