Cannabis consumption | Fifth Ave Green House

Innovations and trends in cannabis consumption

The Brightfield Group frequently asks cannabis consumers what products they use most, and every time, cannabis flower tops the list. Flower is also the most widely used and generates the highest sales. But even tried-and-true products like dried herbs can still be improved. This article explores the benefits of using flower and the latest innovations in the field.

Purchasing power of flowers

When it comes to inhalable marijuana, most users opt for dried herb and pre-rolled joints. Two-thirds of cannabis users used dried herb, and another 54% of cannabis users reported using cannabis in the second quarter of 2023. Flower use peaked in late 2022, and while it has declined slightly since then, its use has remained the same, not decreased. In early 2022, the popularity of vape carts nearly surpassed that of pre-rolled joints, but pre-rolled joints quickly took the lead and maintained their lead. Concentrate use peaked in the second quarter of 2022, but use has been declining since then.

The opening of several new markets over the past year has led to an increase in inexperienced consumers. New recreational users in Missouri or Maryland, for example, may need more time to get used to concentrates. At the same time, inflationary pressures are causing some consumers to hold back on spending. Data from the second quarter of 2023 shows that 53% of cannabis consumers agree that they “prefer to purchase less expensive cannabis products.” Concentrates and vapes, as a more expensive product type compared to dried herb, will likely bear much of the burden of these cuts.

Pre-ground herb

The hottest new flower product on the Canadian herb market is ground flower. This product is also called “pre-ground” or “pre-milled” and is not to be confused with shake and trim. It is very convenient. Without the need for a grinder, the cannabis flowers are ground, sealed and delivered to customers ready to smoke.

Canadian flower consumers are increasingly purchasing this product. In Q3 2022, 20% of Canadian flower consumers said they like pre-ground herb. Now, in Q2 2023, 26% say so. From last year to now, more and more ground flower products have entered the market. For example, in July 2022, Ontario cannabis stores had 24 types of ground flower products on offer, while in July 2023, there were already 54 types (10 of which were sold out!).

In Canada, the brand offers high-quality ground options. For fans of high THC, there are 7g grinded packs with 25-33% content, such as Steel City Green's legendary Larry Grind. Connoisseurs who value quality can find artisanal cannabis brands offering hand-cut and ground flower for up to $44.95 CAD per 7g. At the same time, budget-conscious consumers can enjoy a selection of products from quality brands at affordable prices.

In addition to differentiating by strain, grind brands can also get creative with the type of grind – does it create a coarse, fluffy, or finer grind? Some ground flower brands, taking inspiration from the pre-rolled cigarette market, began offering “infused ground” products. Live resin, diamonds, shatter, and more can be mixed with the ground herb to create ultra-high THC experiences for pipes, pipes, and bongs.

In the US, this type of product hasn't caught on as much. There are plenty of pre-ground brands in California. Old Pal is one of the few brands that has been able to expand to other states and make big waves. There are more shakes in the US (even herb-infused shakes like High Supply's “Super Shake”), which tend to be cheaper and of lower quality than whole flower. Will well-positioned, high-quality pre-ground herb win the hearts and minds of US cannabis consumers the way it has in Canada? Only time will tell.

Mixed cannabis strain

Mixing the two strains is not a new concept—the idea of ​​a “weed salad” comes up all the time when consumers “bring” cannabis together in a pipe or joint. However, this approach could tap into the potential of “entourage effects,” where different components of a plant interact to enhance the psychoactive experience. Although more research is needed, mixing the different terpenes found in different strains may help enhance the psychoactive experience—which is why “smoking weed is always better with friends.”

One brand has taken on this concept: Daze Off, available at aeriz in Arizona and Illinois, offers pre-rolled joints, small buds and vapes with distinctive strain combinations. The brand draws from aeriz's vast strain library of around 150 different combination options, each with an interesting name. A recent Brightfield Group product brand study found that after just six months on the market, Daze Off was recognized by 12 percent of Illinois flower consumers, which is more than several vendors that have been in business in Illinois for longer. The excellent brand and existing distribution network have contributed significantly to Daze Off's success. Thanks to the brand, the concept of blended or cut marijuana is sprouting in Illinois.

Innovation in cannabis flowers

Innovation means implementing new ideas or improving existing ones. Marijuana loses its appeal with novelty, and simply offering the same herbal products over and over again will not increase sales. This creates the need to improve existing ideas to remain competitive. Ground and blended strains are not new to consumers, but they are relatively underdeveloped in the product market. Providing pre-ground cannabis that eliminates the need to grind the flower is convenient for consumers. Although little is known about specific terpenes, the art of blending two or more strains allows connoisseurs to experiment with different flavors and psychoactive experiences, both of which fill a gap in the market. Even with simple products like dried herbs, competitive brands can succeed by identifying and filling gaps.