01
The question
Canada needed defensible estimates of a market that was not yet fully observable, while accounting for regional variation, product use, consumer behavior, and the transition from illicit to regulated supply.
02
MPG's approach
- Adapt MPG's demand-estimation methods to Canada's population, use patterns, and policy context.
- Estimate consumers, consumption, and market size at national and provincial levels.
- Test assumptions and reconcile multiple data sources in a transparent modeling framework.
- Deliver results suitable for federal planning and market-structure decisions.
03
Why it matters
The work extended MPG's cannabis-market expertise to a national legalization process and demonstrated how rigorous market sizing can inform regulatory design.