Introducing the BTA Brand Health Index

A New Standard for Measuring Cannabis Brand Performance

The Budtenders Association (BTA) has established the first comprehensive, research-based benchmark for cannabis brand health, informed by survey data, trend tracking, and direct feedback from the voices that matter most: cannabis retail staff and consumers.  

Cannabis is one of the fastest-growing and heavily regulated industries in Canada, with market expansion and increasing competition demands requiring more dynamic evaluation metrics. Rather than relying solely on sales data or marketing reach, the BTA Brand Health Index (BHI) integrates consumer and budtender perspectives to provide a much-needed methodological shift for the sector to set a new standard for how cannabis brands are ranked, reviewed, and recognized.

Why Consumer and Budtender Perspective Matters

A product might spike in sales due to price or novelty, but without lasting budtender and consumer confidence, gains are difficult to maintain. Sales data provides information on which products are selling, but it doesn’t capture the “why” behind brand preference. Research consistently shows that consumer choice in cannabis is shaped by more than product availability.

Budtenders play a decisive role in purchasing behaviour. In Canada, studies indicate that approximately 70 percent of consumers rely on budtender recommendations when making purchasing decisions, underscoring the significant impact of frontline retail workers. Their influence, preferences, and brand perceptions at the point of sale are widely recognized as key factors in determining brand success, and ultimately, brands live or die by whether budtenders recommend them. The BHI captures whether a brand is trusted, recommended, and valued, by integrating sales performance and sentiment for actionable data on why certain products gain traction at the retail level.

Learning from Other Regulated Industries

In the alcohol and tobacco industries, brand trackers and health indices are standard research tools that deliver benchmarks to help brands understand how they’re perceived and identify areas for growth, not only in sales performance but also in perception, trust, and consumer loyalty.

Modelled on these industry best practices, the BTA Brand Health Index places cannabis on equal footing with other regulated industries by contributing to the broader professionalization of the cannabis sector and establishing a foundation for credible, research-driven evaluation that can inform strategy, product development, marketing, and investment.

Methodology and Structure

Combining the expertise of professional research with authentic community-driven feedback, the BHI offers something the cannabis industry has never had before: a trusted, dynamic health tracker for cannabis brands. Launching first in Canada in 2025, with expansion to the United States in 2026, the Brand Health Index was developed with leading market researchers, including experts from Ipsos and Nielsen, to ensure that the methodology is sound, unbiased, and scalable.

How It Works

The BHI is based on quarterly surveys conducted with a minimum sample of 500 participants drawn from our membership of cannabis consumers and retail workers. Each survey is designed to be efficient and engaging, with gamified rewards to encourage participation. Through our Learn and Earn Portal, our members are rewarded for their time and participation.

Brands are evaluated on a range of dimensions, including awareness, trust, loyalty, and recommendation frequency, to provide a comprehensive view of their positioning in the consumer marketplace. Results are released quarterly, with annual benchmarks highlighting long-term trends, growth trajectories, and shifts in consumer opinion.

For BTA Brand Partners, visual dashboards will make the data easy to navigate, with a clear breakdown of top brands, category leaders, and notable changes across the board. Spotlight features will showcase standout performers and emerging leaders.

The Benefits

For Brands, it provides a clear lens into their reputation and how they are perceived in the market, informing strategic adjustments that extend beyond short-term sales trends.

Retailers can gain access to data that reflects both consumer demand and budtender influence, helping align their inventory with trusted brands.

Educators and policymakers will gain a clearer understanding of the landscape with unbiased insights to inform their policies and programming.

And most importantly, budtenders and consumers shaping cannabis culture finally have a seat at the table.

Looking Ahead

The cannabis sector needs tools that can keep pace with its complexity. By placing budtender and consumer voices at the center of a research-driven framework, the BTA Brand Health Index sets a new standard for measuring brand performance.

It balances sales data with the perspectives of those directly involved in the purchasing process. Capturing trust, loyalty, and real influence at the counter, we’re unlocking new opportunities for direct market research to guide the industry’s next stage of growth.

If you would like to join as a Brand Partner, contact us for more information.