MJBizMag November-December 2021 - 52

What Consumers Want
store in Ann Arbor, Michigan. Flower
accounts for 50%-60% of the store's
revenue on any given day, depending on
what products are being promoted or
discounted, Cundari said.
At Trinidad, Colorado-based retailer
Highland Health, flower accounts for
60%-70% of sales. The store's general
manager, Ann DeMarco, agreed that
THC levels and potency are most
important to consumers-especially
younger ones-but noted that as regular
customers become more educated about
terpenes and secondary cannabinoids,
those are increasingly important as well.
" We have an awful lot of consumers
who ask for specific terpene profiles to
help them achieve certain outcomes,
such as something to help them
sleep, something that will help with
Flower Market Share
Flower traditionally dominates market share based on sales, but the
growth of other categories is putting pressure on the leader.
State
Total flower sales
Jan. 2020 - Sept. 2021
California
$3.6B
A look at flower and pre-roll
buying trends for September in
the combined markets of CA,
CO, NV, OR, WA.
Who's buying
Flower
Women: 29%
4%
7%
14%
4%
Boomers
Gen Xers
Millennials
Gen Zers
Pre-rolls
Women: 36%
5%
8%
18%
5%
Boomers
Gen Xers
Millennials
Gen Zers
9%
May not add up to 100% due to rounding.
Source: Headset
Men: 64%
7%
14%
34%
Men: 70%
10%
17%
35%
8%
E
F
g
Colorado
$1.5B
Nevada
$774M
50%
Oregon
$997M
Washington
k
u
$1.2B
50%
Source: Headset
52 MJBizMagazine | November-December 2021
50%
50%
50%
Flower market share by monthly sales
Other categories
Flower
2020
2021
J F M A M J J A S O N D J F M A M J J A S

MJBizMag November-December 2021

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