MJBizMag November-December 2021 - 48

What Consumers Want
Med Pharm dispensary in Broken Arrow, Oklahoma, tried all available advertising outlets after the state legalized medical marijuana in 2018.
Photo by Sean Capshaw
and offered choices of 0%-2%, 2%-3%,
4%-6% and 6.5% and above.
Executives assumed people would
pick the biggest number. But roughly
18% of people said they didn't have
a point of view, which the executives
interpreted to mean 82% of consumers
believe they have enough cannabis
knowledge to know the amount of
terpenes they want.
" There is a clear evolution of
understanding around the terpenes, "
Finnerty said.
Twenty-seven percent of respondents
selected the 4%-6% range, whereas 15%
said they wanted more than 6.5% terpenes.
ADVERTISING PLAYS A ROLE
Another consumer influence in new
cannabis markets will be advertising,
especially as marketing restrictions
loosen up, Cundari said. Billboards
and other types of advertising have
become common in Michigan, helping
normalize cannabis in the state while
promoting brands.
" As restrictions on advertising and
regulations find a happy medium, we'll
see edibles and most likely (vape) carts
take a bit of a bigger market share
overall, " he said. " Flower is going to be
king for as long as I'm around. But I
do see some of those other ... products
take a bigger market share over time. "
Ann DeMarco, general manager of
Highland Health in Trinidad, Colorado,
agreed.
" When marijuana first became
legal, everybody was like, 'Oh, cool,
I can just go get all the pot I want.'
48 MJBizMagazine | November-December 2021
This is not like alcohol, and let's go
have a party and see how messed up
we can all get, " she said. " There are
consumers that consume for those
purposes. But we're finding more and
more of the community that we serve
are trying to accomplish something
with their cannabis. ... They've become
far more sophisticated. There's so
much information available now to
consumers that they come in already
with a lot of knowledge. "
DeMarco believes change will come
slowly. " I think that eventually ...
maybe 10, 15 years down the road,
people will start becoming more
concerned with safer ways to consume
cannabis, " she said. " That will lead us
away from smoking. But I don't see it in
the near future. "

MJBizMag November-December 2021

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