Cannabis consumer experts High Yield Insights has just released a study that found that many weed users cannot name a preferred strain.
According to High Yield’s data, despite 64 per cent of consumers saying that the strain is important in their cannabis purchase decisions, 45 per cent of them cannot name their favorite strain or has expressed no preference at all.
The High Yield Insights study focused on cannabis users who prefer smoking and vaping weed. Out of the few ones who did report having a favorite cannabis strain, only a small percentage were actually able to identify which strain.
Two popular strains, OG Kush and GG4, were called out by several respondents. Meanwhile, others only managed to say “sativa” or “indica.”
High Yield explained that the limited recall for a preferred cannabis flower or oil strain is similar to the lack of brand loyalty among people who use edibles. A previous research done by High Yields stated that only 44 per cent of consumers who preferred to eat cannabis edibles could name what their favorite brand is.
Mike Luce, High Yield Insights co-founder, said that generally, marijuana users just do not have the level of commitment or loyalty that one might expect. This, he said, is true across the board, even among the regular users, with nearly a third of them not being able to name a go-to strain.
Luce added that while strains are important to cannabis users, it is not as important as one would guess. He attributed this to the fact that the booming market, combined with the variable product available and the nature of the supply chain, creates so much distraction for the users to gravitate a favorite.
He further explained that as the marijuana market matures, users will start to expect a reliable and consistent product experience. This, he added, is why we are seing a shift toward communicating effects in vaping, including focus or relaxation.
According to Luce, their insights on the consumer mindset, alongside test results from the scientific community, emphasize the uncomfortable truth that strain names are increasingly meaningless. The cannabis industry, he added, needs to hit reset when it comes to being delivered to consumers.
The “Smoking & Vaping” report by High Yields Insights delivers intelligence on product and consumer trends that are based on exclusive data they have gathered from consumers who actually prefer these specific formats.
The report limited results only to present users in legalized states. And by doing so, the study’s findings best represent today’s consumer mindset. Additionally, High Yield Insights also found variable insights on the unique demographics of vaping or smoking consumers, aside from their preferences in cannabis products, forms, and flavors. This, in turn, will enable companies to target specific customer segments like returning customers or self-identified medical users.