MJBizMag November-December 2021 - 46

What Consumers Want
Consumer preferences in cannabis might change between the first day of sales, seen above in Calgary, Alberta, and when a market matures years later.
Photo by Lindsey Bartlett
Mature Markets,
Sophisticated Consumers
Business owners in older legal markets report increased interest
in terpenes, edibles and vapes-but passion for flower remains
By Omar Sacirbey
M
arijuana businesses in new
markets can expect consumer
knowledge and tastes to change
over time, but not by much. According
to retailers in mature recreational
marijuana markets, flower remains the
most popular product format.
Nevertheless, business owners should
be ready to adapt to a more educated
consumer who will want to know about
terpenes, secondary cannabinoids,
extraction methods and other aspects of
products as markets develop.
" Over time, people become more
educated, " said Dominic Cundari,
general manager at ArborSide in Ann
Arbor, Michigan. " Then you see other
product categories like edibles and
cartridges start to compete. "
Cundari attributed the popularity of
infused edibles and vapes to familiarity
and ease of use. " Picking up a lot more
consumers over time, increasing that
market size overall, is going to lead to
certain products taking off and that
demographic changing. "
Jeff Finnerty, head of marketing at
New York-based multistate operator
46 MJBizMagazine | November-December 2021
Ayr Wellness, agreed. " We see
consumers educating themselves more
around elements of not only flower
but the other categories. We see people
asking for not just THC but also more
about the other cannabinoids and
their effects. "
INTEREST IN TERPENES
Ayr Wellness did a recent customer survey
around marijuana concentrates that
confirmed as much. The company asked
consumers what percentage of terpenes
they wanted combustible products to have

MJBizMag November-December 2021

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