By Anthony Scotti
A point of contention causing swirling debate in the cannabis industry is THC potency. With some brands focusing so much on THC content, rather than the whole plant, and others tapping into its holistic benefits through terpenes, cannabinoids, smaller dosages and diverse modes of consumption, a debate between those who just want to get high versus those who want to appreciate every aspect of the cannabis plant has come to the surface.
As cannabis becomes more accessible through legalization, it’s important to keep every type of consumer in mind, whether it be those with high tolerance who enjoy high potency or those who use cannabis as a wellness tool and enjoy THC/minor-cannabinoid blends and less intense highs.
Currently, too much stock is being put into high THC potencies, which is ultimately holding back the industry from reaching its full potential.
High potency does not equal high quality
It is a common misconception that the best cannabis products are those that have the highest THC potencies. While it’s ultimately dependent upon the type of experience the consumer is looking for, high potency does not necessarily mean a product is quality. Even the most popular, expertly cultivated strains are not defined by their THC potency. Just because a certain flower, edible or other type of product gets a user higher faster and more intensely, does not mean the experience will be pleasant. Quality of high, taste, smell, and the onset and offset of the high, are all key factors in the actual quality of a cannabis product.
To add, the cannabis plant offers much more to work with than just THC. Blending a product with specific terpenes and CBD, CBN, CBG or other minor cannabinoids, can offer a more holistic experience and unlock more benefits of cannabis use, outside of a euphoric high. If the focus remains on incorporating an extremely high THC potency, the opportunities to diversify products and keep cannabis versatile can fall to the wayside.
Cannabis is becoming more accessible, meaning new consumers need options
As cannabis use becomes more accepted and more states legalize medicinal and recreational use, the industry is seeing more novel consumers. The prevalence of high potency products, paired with poor packaging and unclear dosage recommendations, opens the door for more first-time users to have a bad experience and ultimately, write off cannabis as an option for them. If you’re new to cannabis and your first experience is getting unfathomably and uncomfortably high (something that typically occurs with edibles), you’re going to be scared to try it again. This becomes a major barrier to accessibility and cannabis education.
If the industry is going to appeal to more people outside of regular users and the legacy market, more options must be offered that better suit novel users. Many people are interested in learning the benefits of cannabis but if they’re not given the opportunity to find a product that works best for them. A balance should be struck between high potency products for those looking for an intense high or with higher tolerances, and products that include cannabinoid blends, more measured THC potencies and diverse modes of consumption for the more casual or novel consumer. Only then will the industry be as accessible and inclusive as it strives to be while reaching a fuller potential and wider pool of customers.
Prioritizing high potency products perpetuates negative stigmas
While there is no problem with enjoying and offering high potency products, flooding the market with them and paying little attention to other motivators of cannabis consumption ultimately perpetuates pre-existing negative stereotypes about the industry and cannabis consumers. There is a persistent belief among many that cannabis is centered around over consumption, with negative connotations around “stoner culture” that position cannabis users as lazy and unproductive. Unfortunately, offering solely high-potency products will only reinforce that belief.
Providing diverse products options for an array of consumer interests is a way the cannabis market can show how versatile and multi-dimensional the plant really is, outside of a substance that can get you high. Products with cannabinoid blends, intentional and mindful formulations and good flavors and smells position the cannabis market to have a craft, artisanal side to it, much like beer, wine or liquor, and helps sophisticate and evolve the industry.
Again, while high-potency products do have their place in the market, members of the cannabis industry must be mindful about striking a balance between high-potency and versatility. Some use cannabis to get high, others use it as an everyday wellness tool, and the market of products should reflect that. This means intentionally stocking dispensaries with more options, clearly labeling products to show potency and dosage recommendations and viewing the cannabis plant more holistically, outside of THC. Cannabis is a versatile and dynamic plant, and the industry must remain open-minded and innovative to unlock its full potential.
The post Why the cannabis industry needs to be more mindful about THC potencies appeared first on Cannabis Business Executive – Cannabis and Marijuana industry news.
