There’s a ton of competition for the coveted consumer dollar at dispensaries. Long gone are the days when you were lucky if the local dealer had more than one kind of bud. In the modern cannabis era, a vast array of product types and brands fill retail shelves. And while companies strive to create innovative products at competitive price points shrouded in pretty packaging, there’s only one thing weed consumers actually care about: potency.
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According to the 2023 New Frontier Data Consumer Survey, 72 percent of respondents said that “potency was very or extremely important” to their product selection. Dr. Amanda Reiman, chief knowledge officer at New Frontier Data, explained the data further in an email to GreenState.
“(In the survey), 29 percent of people said that potency was the most helpful piece of information when selecting a product. The effect the product will have was number two at 27 percent, but you could argue that these are basically the same thing.”
While one may assume it’s the young smokers shopping by THC, it’s actually the Boomers who are most motivated by potency. Dr. Reiman said the sentiment was most pronounced among the 55+ age group, where 33 percent said potency was the most helpful information. THC levels were more important for men (33 percent) than women (26 percent).
In discussing the demographics of the study, Dr. Reiman noted it’s not always high THC people are after.
“When we say ‘potency,’ it swings both ways,” she said. “Some people are looking for high potency, but others are trying to make sure that their product is not too potent.”
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The New Frontier Data survey isn’t the only research suggesting people shop by potency. A white paper from Headset.io and Custom Cones saw 70 percent of consumers surveyed list “potency” as the key factor when purchasing pre-roll joints.
When asking pre-roll makers what they believed to be the most crucial factor when picking a product, the businesses ranked potency second—price was first. The analysis highlighted a disconnect between cannabis brands and their target audience.
The difference in opinion between consumers and brands is interesting, given how much talk there is about potency within the cannabis industry. But it may, perhaps, be driven by what the industry thinks should matter most.
The emphasis on potency is an oft-debated topic, with most cannabis connoisseurs recognizing that potency is not necessarily indicative of quality. Moreso, it’s the flavor, aroma, and overall smoking experience that dictates whether pot is “good.” But how will retailers and brands educate their customers on this when potency is deeply ingrained in most consumers? At this point, it’s the weed world’s million-dollar question.
