The volume of sales was not the only thing that experienced significant rise in the Canada cannabis market in 2020, value brands also increased. With the industry seeing great diversification in the year, the rise of value brands can be traced down to a number of factors which include competitive prices and the influx of new consumers. The legalization of cannabis means that the legal market can now compete with the illicit market, making it easy for new value brands to make their foray into the market.