Professional Documents
Culture Documents
SHOP INDUSTRY
USA & CANADA
Table of Contents
1.0 EXECUTIVE SUMMARY..................................................................................................................... 2
2.0 INDUSTRY ANALYSIS........................................................................................................................ 3
2.1 Industry Sizing & CAGR (Cannabis or Marijuana Accessory & Head Shop Industry) ......................... 3
2.2 Industry Growth drivers .......................................................................................................................... 3
2.3 Industry Challenges ................................................................................................................................ 4
3.0 MARKET ANALYSIS ......................................................................................................................... 10
3.1. Consumption of the following in USA and CANADA .................................................................. 10
3.2 Market opportunities for the e-commerce head shop in USA and Canada ..................................... 11
3.3 Demographics of Cannabis Consumer .................................................................................................. 11
3.4 Consumer Behaviour ............................................................................................................................ 16
4.0 COMPETITIVE ANALYSIS ............................................................................................................... 17
4.1 Top 5 Luxury Bong Brands in the USA ............................................................................................... 17
4.2 Top 5 Luxury Bong Brands in Canada ................................................................................................. 26
1.0 EXECUTIVE SUMMARY
The US cannabis industry is the world’s most profitable cannabis industry and shows a chance of
reaching $44 billion within the next five years. The Cannabis US is predicted to grow
exceedingly beyond its North American neighbor (Canada) despite the fact that Canada is
becoming the first G7 country to legalize adult-use cannabis. This sporadic growth to $44 billion
in estimated sales potential by 2024 was a major explosion from the estimated $17.1 billion in
North American sales as of 2019, representing a 177% increase. The massive boost in the
Cannabis industry is no doubt the ultimate factor that allows for the improvement in the head
shop industry.
Some of the factors driving this growth include the recognition of the health benefits of cannabis,
the legalization of cannabis industry in both Canada and most states in the US, advancement in
genetic development and intellectual property of marijuana, and less online branding restriction.
Head Shops have been a common feature on US Street even before the nationwide agitation to
legalize cannabis. But in a sense, they have always been operating secretly, due to the strict
regulations against operating head shops in the states, irrespective of their brand customization
either tobacco accessory stores or even retail outlets for cultural objects, but rules are changing
with the emergence of the new cannabis industry, head shops have more opportunities than ever
to reach their customers.
Despite the lots of successes predicted for the industry, Head shop businesses in the US still face
some challenges due to legal restrictions which have not been lifted in some states and few other
factors as contained in the report.
2.0 INDUSTRY ANALYSIS
2.1 Industry Sizing & CAGR (Cannabis or Marijuana Accessory & Head Shop Industry)
A report published by Health Europa reveals that North America’s legal cannabis industry could
be worth more than $47.3 (€43.23~) billion annually by 2024. According to the report, the
industry in the US is predicted to grow exceedingly beyond its North American neighbor
(Canada) despite the fact that Canada is becoming the first G7 country to legalize adult-use
cannabis.1 This sporadic growth to $47.3 billion in estimated sales potential by 2024 was
skyrocketed from an estimate of $17.1 billion in North American sales as of 2019, representing a
177% increase.2
The US cannabis industry is the world’s most profitable cannabis industry and shows a chance of
reaching $44 (€40.20~) billion within the next five years; however, it has an imperfect model
due to the lack of legislative clarity at the federal level is disrupting a market. Canada is a home
for many of the cannabis industry’s titans where they have access to nation-wide legalization and
access to US investors. Unlike US cannabis companies, they’re not breaking US federal laws,
and so can list publicly on US stock markets. Deloitte projects Canada’s legal cannabis sales in
2019 could reach up to $4 billion, and the market is about to get a big boost as new products
come online.3
2. High adaptation: Cannabis is one of the fastest-growing agricultural crops, requiring little to
no pesticides, less industrial processing post-harvest, and low overall environmental impact.
Industrial hemp is farmable on most of the world’s agricultural land, with China, Canada, and
France as some of the major exporters. This, therefore, by implication, creates a large demand
for the accessories, boosting the growth of the cannabis accessories industry.
1
https://www.healtheuropa.eu/us-canada-cannabis-market/93135/
2
https://www.fool.com/investing/2019/09/10/us-marijuana-sales-will-be-12-times-higher-than-ca.aspx
3
https://qz.com/1770718/cannabis-stocks-policy-and-science-to-watch-in-2020/
3. Increasing legalization of Cannabis: Since cannabis became legal in Canada, the cannabis
accessories market has been heating up and giving companies branding opportunities. The
legitimization of cannabis now involves not only breaking stigmas and taking previously viewed
niche products into the mainstream but also creating opportunity and driving demand for
unprecedented growth in the cannabis accessories space.
5. Fewer online branding restrictions: On top of storefront retail, the online world of cannabis
accessory sales is heating up, as smoking accessories are subject to fewer branding restrictions
when sold through e-retailers. With cannabis now out of the shadows and its associated stigma
waning, cannabis accessories are becoming a viable gift item for both the cannabis connoisseur
and amateur alike.
2. Legal restrictions: The U.S. remains a highly complicated space for cannabis companies and
investors, in large part because, while cannabis remains illegal at the federal level, a growing
number of states have favored the decision on local legalization of cannabis companies.
Companies are forced to deal with myriad legal and financial barriers, with many companies
having to seek out capital from Canadian investors.
3. Effect of banking restrictions: Another issue facing the U.S. market is banking. Congress
has yet to lift banking restrictions, which have limited the potential for expansion among U.S.-
based cannabis firms. Investors are watching out for news about the SAFE Banking Act and the
STATES Act, both of which could have a dramatic impact on the ability of U.S. cannabis
companies to grow and thrive.
Alaska (14), Alabama (31), Arkansas (25), California (541), Colorado (123), Connecticut (40),
Florida (221), Georgia (93), North Carolina (112), New Jersey (65), New York (206), Oregon
(109), South Carolina (52), Texas (309), Virginia (50), Washington (101), West Virginia (19),
Experts say the unique features of hookah may have aided its popularity among young adults.
Unlike cigarette tobacco, waterpipe tobacco can be sold in candy and fruit flavors, which appeals
to younger audiences. They also produce smooth, aromatic smoke that's easier and more pleasant
to inhale than tobacco smoke. Plus, people smoke hookah in chic cafes and lounges, creating the
perception that it's a social activity and less habit-forming.
In the USA, there are different flavors used in water pipe tobacco; however, fruit flavors remain
the most popular of all. University student preferred fruit-flavored to unflavored ones, among US
women, candy/sweet and menthol are the second and third preferred flavors, respectively, and
with fruit flavors still the number one choice. Other flavors include chocolate, clove/spice,
alcohol, and other beverages. This suggests that flavored tobacco plays a major role as a
“motivator” for using hookah, which provides the user with the pleasant taste and smell.5
4 https://www.heart.org/en/news/2019/01/15/hookah-smoking-gains-popularity-amid-growing-evidence-of-health-risks
5 https://environhealthprevmed.biomedcentral.com/articles/10.1186/s12199-019-0811-y
Canada Industry Regulation on Cannabis accessories
According to Canada Justice Law Website, the following are contained in the subsection on
cannabis accessories:
A holder of a license must maintain a list of the names and types of the cannabis accessories that
they sell and must retain each version of the list for at least two years after the day on which it is
replaced by a new version or, if it has not been replaced, at least two years after the day on which
the license expires or is revoked.
A holder of a license, other than a license for analytical testing or a cannabis drug license must
retain, for each lot or batch of cannabis that they sell or distribute, a document that contains the
information that is necessary for the system of control referred to in subsection 46(1).
The document must be retained for at least two years after the day on which the last sale or
distribution of any portion of the lot or batch takes place, other than for destruction.
The holder must maintain documentation concerning the system of control and retain each
version of the documentation for at least two years after the day on which it is replaced by a new
version or, if it has not been replaced, at least two years after the day on which the license
expires or is revoked.
A holder of a license, if they undertake research and development activities, must retain a
document that contains the following information:
• its description,
• if applicable, the date on which it is used for testing and the quantity used, and
• if applicable, the date on which it is placed in inventory intended for sale and the quantity
placed in inventory; and
c) Any other information that can be used to reconcile the quantities of cannabis referred to
in paragraphs (a) and (b).
2.7 SWOT analysis (Cannabis Accessory & Head Shop Businesses in USA & Canada)
Strength
• There is a high barrier to entry since cannabis companies remain illicit in some
companies in the United States.
• The industry attracts very high gross margins
• Ability to sell online
• Highly visible website
Weakness
Opportunity
• Continued expansion of online sales
• Ability to develop additional stores
Threat
Since 2008, the number of vape shops in the US has increased to about 8,500, and electronic
cigarettes’ sales and supplies grew to $3.5 billion, according to Wells Fargo Securities analyst
Bonnie Herzog, the U.S. use of e-cigarettes and vaporizers should overtake combustible
cigarettes the next 10 years. The new customers at many vape shops in the US are mostly older
nonsmokers suffering from serious illness, according to vape shop owners, customers, and
industry experts.
Also, patients and medical marijuana groups have shown more interest in vaping device for
marijuana rather than smoking because they believe there are lower risks. Some states, including
New York and Minnesota prohibit patients from smoking cannabis. Patients need a doctor's
approval to get the marijuana, which is typically available from state-approved dispensaries,
private growers, and - in some instances - their own plants if they can't afford the cannabis,
which is not covered by most insurance plans. At the same time, vaping have gone mainstream
as the industry pushes them as an alternative to tobacco.
According to research-based on Canadian youth, there is over 74% increase in adolescent vaping
in Canada from 2017 to 2018. Those who started vaping by teens aged 16 to 19 also increased
from 8.4% to 14.6%.6
Canada’s Tobacco and Vaping Products Act came into effect in May 2018, allowing adults to
legally access vaping products with nicotine, though unregulated vaping products have been
available for more than a decade, the government admits. “Between 2017 and 2018, the
proportion of Canadian adolescents who usually used
The report revealed that JUUL (Vaping device) increased from zero percent to 10 percent,
despite the machine being on the market for only one month. The study took a sample of 7,891
Canadian teens in 2017 and 2018. Online surveys were conducted in July to August 2017 and
6
https://www.ctvnews.ca/health/number-of-vaping-youth-increased-74-per-cent-in-a-year-report-
1.4475091
August to September 2018. Though the impact of vaping products on smoking rates remains
highly contentious.
3.2 Market opportunities for the e-commerce head shop in USA and Canada
Head Shops have been a common feature on US street even before the nationwide agitation to
legalize cannabis. But in a sense, they have always been operating secretly. That’s because of the
strict regulations against operating head shops in the states, irrespective of their brand
customization either tobacco accessory stores or even retail outlets for cultural objects, but rules
are changing with the emergence of the new cannabis industry, head shops have more
opportunities than ever to reach their customers. They’re no longer relegated to the dark corners
of our cities, and they can even sell online.
The U.S. is primarily limited to the CBD industry since other aspects of cannabis are still
federally illicit. On the other hand, Canada has zero restrictions because it completely legalized
cannabis in late 2018, joining Uruguay as the only two nations in the world to do so. The
legislation has allowed the legal adult-use of both medical and recreational cannabis. In efforts to
provide consumers with convenience and comfort, some businesses launched delivery options
where consumers can order online and then have cannabis products delivered right to their doors.
Over 42% of cannabis consumers spend more than $200 per month on Cannabis. The data shows
that Cannabis consumers, which currently make up 13% of the population, spending $200 per
month could yield $89 billion per year, while spending $300 per month could yield up to $149.2
billion in sales and potential of $8 billion to $14.9 billion in annual revenue if taxed at a rate of
10%. These numbers represent purchases and do not reflect the total value of the Cannabis
industry when considering the ancillary market, which shows that the Cannabis industry has the
potential to be well over $150 billion.
As the chart shows, the report showed that the majority of respondents live in states where
medical Cannabis, Recreational Cannabis, or both, has been legalized. According to the survey
which included an option to provide the name of the state and whether it was legal for medical or
recreational purposes. 406 respondents representing 36 states, plus Washington D.C. and Puerto
Rico, chose to disclose if they lived in a legal state or not, as well as 354 naming the state in
which they currently live. There were also respondents from other countries, including Canada,
South Africa, and Holland. Most respondents were from Colorado, with California being second,
followed by Oregon.
The report revealed that the majority of respondents are between the ages of 21-35. What is
significant is that a combined 32.52% of adults 45 years or older consume Cannabis. This
signifies that Cannabis consumers are professional adults. What makes this significant is that the
data suggests that Cannabis consumers are not those types that are stereotypically portrayed as
misguided and unmotivated young adults. When adding in the 36-45-year-old group, a total of
58.27% of cannabis consumers are in the age group of professional adults. This has major
implications on policy issues outside of Cannabis consumption, such as employment where the
majority of the workforce consumes cannabis. Lawmakers, in particular, should note that this
also represents the age groups of voters who go to the polls, and 57% of voters have expressed
support for Cannabis legalization.
Cannabis consumers encompass a broad stroke of individuals and classes within the United
States. No longer exclusive to the counter-culture and urban youth, Cannabis consumption is
common among all classes in the United States, with those in the lower-middle-class consuming
the most. 27.46%, just over a quarter of Cannabis consumers, have combined incomes of over
$75,000, showing that cannabis consumers are professionals from all walks of life and not the
stereotypical “couch potatoes” depicted in the media and in anti-cannabis campaigns.
The study revealed that nearly all of the Cannabis consumers responding to the survey are daily
consumers. Different from any other substance regularly used for medicinal or social use,
cannabis is used for both. This is because of the variety of cannabinoids and terpenes found in
the plant that provide a variety of therapeutic effects as well as euphoria and relaxation. The
latter is why it is sought after as something to use both therapeutically and socially. For example,
Cannabis has been shown anecdotally to alleviate the symptoms of PTSD, which has promoted a
study in the United States.16 Cannabis also provides an alternative to alcohol for those simply
wanting to unwind for the day or relax and socialize at an event. It makes logical sense that
people are using cannabis daily, and it also underscores the position that Cannabis consumers are
normal and productive members of society.
Smoking Cannabis flower remains the preferred method of consumption by overwhelming
margins. In fact, the most popular way of ingestion is via the lungs either through smoking or
vaporization, followed by edibles, which is the fastest delivery method. For this question,
respondents were allowed to choose multiple delivery methods because Cannabis consumers
typically use multiple products because of the different effects they provide. Topical, for
example, can be a lotion or a time-released patch with a specific cannabinoid content. Tinctures
can supplement edibles, and capsules and lozenges are considered edibles. Many people like to
“dab,” a colloquial name for consuming hash oil in various forms that are extracted using a
variety of methods.
Users are increasingly consuming concentrates over traditional flower. Concentrates encompass
an array of extracts that vary in viscosity and presentation. Concentrates are consumed with
vaporizers or an adapted water-pipe called a dab rig. In a short matter of years, concentrates have
become an exciting emerging product. The popularity of concentrates has driven technological
investment into vaporizer technology, which will continue to enhance the vaporizers’ capabilities
and ease of use.
4.0 COMPETITIVE ANALYSIS
https://dgdiamondglass.com/
USP: Diamond Glass provides high quality, precision-cut glass with diamond clarity. Diamond's
craftsmanship is top-notch and will be sure to impress, due to their commitment to perfectly
crafting the latest in smoking technology. FREE, Fast Delivery on All Diamond Glass.
• Showerhead Percolator
• Height: 6 Inches
• Joint Size: 14mm Male
• Includes: 14mm Female Quartz Banger
• Height: 15 Inches
• Joint Size: 18mm Female
• Includes: 18/14mm LoPro Downstem & 14mm Dry Herb Bowl
• Height: 8 Inches
• Joint Size: 14mm Female
• Includes: 14mm Male Quartz Banger
• Height: 17 Inches
• Joint Size: 14mm Female
• Includes: Downstem and 14mm Male Bowl
• Height: 14 Inches
• Joint Size: 18mm Female
• Includes: 18mm Male Dry Herb Bowl
• Stunning Design
• Height: 6 Inches
• Joint Size: 14mm Female
• Includes: Matching 14mm Male Bowl
2. MAVERICK GLASS
Website: https://www.getmav.com/
• Floating Beaker
• Height: 7 Inches
• Joint size: 14mm Female
• Includes: 14mm Male Quartz Banger
• Built-in splash-guard
• Finely crafted matrix percolator
• Beautiful swiss holes with light purple combination
• Height: 7 inches
• Joint Size: 14mm
• Glass Thickness: 5mm Borosilicate
• Height: 8 inches
• Joint Size: 14mm female
• Base Diameter: 4.5 inches
• Height to top of joint: 3.5 inches
• Includes: Glass nail and dome
• Height: 7 inches
• Glass Thickness: 5mm Borosilicate Glass
• Percs: Diffused Downstem
• Joint Size: 14mm
• Oil Dome Size: 14mm
• Nail Type: Quartz Cup
• Nail Size: 14mm
Distribution channels
3. EMPIRE GLASSWORKS
https://www.empireglassworks.com/
Empire Glassworks was established in 2013 to promote and cater to the vaping and smoking
accessories market. The Artists and Owners have over 40 years of experience with crafting
exquisite soft glass figurines, borosilicate beads, and metal-infused trinkets for the high-end
jewelry community.
• Height: 5 inches
• Glass thickness: 5mm borosilicate glass
• Height: 2 inches
• Bowl Size: 14mm
• Glass Thickness: 5mm
4. ILLADELPH
http://illadelphglass.com
Illadelph Glass was formed in 2002 with the emphasis on creating a high-end line of functional
borosilicate glass art. By keeping progressive technology and aesthetics at the forefront of its
business model, Illadelph has become a mainstay in the glass pipe industry. Illadelph Glass
proudly offers an ultimately U.S. made product line
USP: lladelph has become widely popular for a good reason; their water pipes have amazing
designs and incredible functionality.
• 50x5mm Tubing
• 17” 19” 21” Heights
• 19/22 Heavy Wall Joint
• 7mm foot
• Colored Downstem
• Extra Thick 14/20 Single Hole Slide
• Colored Downstem
• Signature 14/20 Faceted Multi-Hole Slide
• 5. Signature heavy hit series
• 60x5mm Multi-Color Tubing
• 21” Height
• Colored 24/22 Heavy Wall Joint
5. Waxmaid
https://waxmaidstore.com
Founded: 2016
• The Horn is made of Platinum Cured Silicone material, and its safety level is definitely
higher than FDA approved ones.
• For the design, the Horn's flexible silicone body surrounds a thick glass water chamber
that easily pops in and out for quick filling and cleaning without leaking out. The
combination of silicone and glass design not only solves the problem of easily broken
glass water pipes but also make smoke volume visible in smoke rigs.
• This hybrid piece is definitely a durable, versatile, and dope cloud machine.
• Waxmaid original patent design, not cheap copied products
• Horn hybrid rig
• 14mm male joint glass bowl
• Nectar Collector is made of Platinum Cured Silicone material, and its safety level is
definitely higher than the FDA approved ones.
• Nectar collector comes with a mouthpiece and a stainless steel stick, assemble them
together to enjoy a smooth dab, convenient than any other pieces.
• Nectar Collector's flexible silicone body connects a thick glass smoke chamber that helps
to check out the smoke volume clearly.
• The hybrid design saves your time and energy to clean up.
• 5 beautiful colors available.
Website: www.bongoutlet.ca
• Height : 10"
• Thick round bowl for 14 mm female joint
• Thickness : 4.4 mm
• Base : 4."
• Honeycomb flat diffuser
• 3 pinched ice catcher
• Stemless
• Height : 14"
• 1 1/2 in. / 2" (middle) Tube
• 3 Pinched Ice Catcher
• Bowl for 14 mm female joint
• 8 tree arms Percolator
• 4 3/4" diffused downstem (18 mm -> 14 mm)
• 3 Pieces
• Multi-functional mouthpiece
• Large tobacco chamber
• Quick heating high vapor output dual coils
• Built-in storage jar.
Website: www.rgrcanadainc.ca
Founded in 2011
• Size: 150mm
• Color: amber
LIL ZILLA 7": 7" Premium borosilicate glass waterpipe for herb with removable downstem,
colored accented tubing, color accented herb bowl, and high-quality stylized logo in a collectible
gift box.
18" 9MM BENT NECK: 18" Premium borosilicate glass waterpipe for herb, bent neck, 9mm
thick glass, removable downstem, color accented herb bowl and base, high-quality stylized logo
in a collectible gift box
3. THE JOINT CANNABIS
https://thejointcannabis.ca/
https://www.bcsmokeshop.ca/
Founded in 2005
GEAR 14'' Tall Beaker Tube with Worked Top Bong $99.99
• Ice Pinch
• Flush Mount Diffuser 14/19mm
• Thumper Pull-Out 14mm
• Worked Top
• Ice Pinch
• 14/19mm Flush Mount Diffuser
• 14mm Thumper Pull-Outs