MJBizMag November-December 2021 - 58

What Consumers Want
California-based Stiiizy is the
top-selling vaporizer brand
overall in cannabis markets
tracked by Headset.
Courtesy Photo
" The concentrate companies have
maintained a healthy amount of shatter
in their repertoire that can be sold at a
lower wholesale cost-even though it's
not the most terpy stuff, it's very popular
with consumers. "
Price continues to be important as
well. " You're really not seeing a whole
lot of people spending a lot of money on
live resins or concentrates that are priced
between $50 and $60 (per gram) on up,
unless it is live rosin, " Cundari said.
It's worth noting that concentrates
have the largest gender disparity of any
marijuana product. Nearly 75% of concentrates
buyers are men, compared with
only 26% women. Industry experts agree
that male consumers are more likely to
seek products with higher THC levels,
while microdosing is a trend that has
proved popular with women.
RETURN TO VAPES
While concentrates continue to make
inroads with consumers, vape cartridges
seem to have largely recovered from the
vape crisis of 2019. Brands have played
an important role in that thawing of
consumer attitudes.
" Now that people have brands
that they can associate with positive
experiences, I think that trust is being
rebuilt, and they're very popular again,
depending on the brand and price point, "
Cundari said.
However, " some former vape consumers
will never come back, " he said.
" They've moved on to edibles and also
swore off flower. That may have been the
final straw as far as inhalables go. "
VAPING PREFERENCES
Some vape products have performed
better than others.
Sales of vape cartridges and all-inone
disposable products are up over the
past year, while all-in-one rechargeable
and refillable vape sales are down more
than 50% since October 2020. Part of
the appeal could be the convenient and
easy-to-use nature of cartridges and
disposables-especially smaller sizes,
because of their portability.
" People are educated; they know what's
going on, " Cundari said. " Overall, I think
that familiarity and ease of use are always
going to be pretty consistent with your
recreational market. "
58 MJBizMagazine | November-December 2021
Who's buying
Vape pens
Women: 35%
4% Boomers
9%
16%
6%
Gen Xers
Millennials
Gen Zers
12%
Concentrates
Women: 26%
2%
5%
14%
5%
Boomers
Gen Xers
Millennials
Gen Zers
Men: 74%
4%
12%
44%
14%
May not add up to 100% due to rounding.
Source: Headset
14%
35%
A look at the vape pen and
concentrate buying trends for
September in the combined
markets of CA, CO, NV, OR
and WA.
Men: 66%
5%

MJBizMag November-December 2021

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