MJBizMag November-December 2021 - 10

FromtheEditor | Kate Lavin
A Bevy of Options
W
hile planning this consumer trends issue of
MJBizMagazine in late 2020, our editorial staff looked
forward to finding out what products and brands
would be the most popular with marijuana buyers.
Would another 12 months help the vape sector claw
back its market share lost to the vaping health crisis in
2019? Would infused edibles finally break free of gummy
molds? Would beverages catch on with consumers the way
spiked seltzers did in 2020?
The cover story starting on page 42 has answers to
these questions and hundreds more.
Local and National Trends
MJBiz data journalist Andrew Long analyzed figures from
Seattle-based cannabis analytics company Headset to
create the charts that illustrate this month's cover story.
Along the way, he discovered some interesting facts:
* The top-selling flower strain between January
2020 and September 2021 was Wedding Cake, an
indica-dominant hybrid. Could this be connected to
the many weddings canceled in 2020 because of
coronavirus concerns?
* Millennial-age men remained the top buyers in every
marijuana category. Women and older consumers
contributed significantly, however, to edibles,
tinctures and topicals purchases.
* The Cannavative brand alone sold $11.03 million
worth of pre-rolls in Nevada-an impressive feat in a
state where the population is 3 million.
Tried and True
Despite the ever-growing number of cannabis brands and
product offerings, flower still reigned supreme, making
up about 50% of total marijuana market share. The retail
sources whom reporter Omar Sacirbey spoke with for this
issue agreed that bud remains a popular choice for regular
marijuana consumers, with potency being the highest priority
with most buyers.
As legal marijuana markets mature, however, veteran
retailers noted that consumers become more educated
and decisive about what to buy.
Ann DeMarco, general manager at Highland Health in
Trinidad, Colorado, said some of her best consumers ask
specific questions about extraction techniques, products'
terpene profiles and features such as nanotechnology.
10 Marijuana Business Magazine | November-December 2021
Thousands of cannabis products are available, but old favorites still lead the pack
Do What You Do Best
As the number of marijuana product types, tiers and
competition continues to expand, businesses would be
wise to look at the cover package in this issue and carefully
consider whether it is worth trying to be everything
to everyone.
With nearly half of cannabis sales going toward flower, it
might not be necessary to spend extra capital developing
a new line of unusual concentrates, infused beverages
or topical products-unless, of course, that is what your
company is known for.
Consumers who have consistently positive experiences
can be incredibly loyal.
Rather than try to win over customers from your
competition, evaluate what works well in your business and
strive to improve on things that could be better. Thoughtful
and consistent improvement can only benefit your bottom
line in the long run.
Kate Lavin
MJBizMagazine
Editor
MJBizMag November-December 2021

Table of Contents for the Digital Edition of MJBizMag November-December 2021
