What do consumers look for in an edible product?
Culinary & Cannabis
Sophisticated stoners are looking for an edible product that is first effective (meaning it has proper calculations) as well as tastes good. These are the folks who have been consuming for years, so bright colored packages do not impress them.
Canna-curious consumers are looking for edibles with easy-to-read instructions, with dosage per serving and possible effects, plus something that is familiar to them or that they already eat on a regular basis. However, they will also try almost anything until they find the product that works for them.
Consumers look for effect and flavor, depending on the format of the edible. Gummies lean towards effect since they are often eaten in one bite. And the end goal is usually to achieve a feeling. Beverages are often chosen for flavor since consumers will sip a drink for a much longer period of time. They want to ensure they like the flavor before committing to a full can.
Chief Marketing Officer
I think first and foremost consumers are looking for effect and consistency. Then, in order of preference, its format. So do I like gummies? Do I like chocolate? And then after that, I would say its flavor profile. These things kind of all work together on a on a spectrum. In other words, if you had a really great, potent product that tasted like shit, it’s probably not going to sell that well because there’s going to be a lot of products out there that people have to choose from. But if you said to somebody, “would you rather it be strawberry or would you rather be potent and work?” They would say “potent and work” versus “strawberry.” So when I say flavor profile, I’m talking about the different flavor choices, versus not tasting good versus tasting good.
When shopping for edibles there are many choices available, which makes the experience very exciting. Personally, I always look for full-spectrum and high-potency. In my experience, a full-spectrum infused edible gives a “high” that is soothing to my body and my mind. Knowing that the marijuana plant’s cannabinoids, terpenes and flavonoids have been preserved as much as possible is crucial to achieving optimal pain relief. Plus, you don’t get the paranoia or anxiety that distillate edibles sometimes cause.
The Stoney Moose
The first thing a consumer sees is the package and branding; is this a professional product, or something that came out of a little rink-a-dink kitchen? That doesn’t necessarily make it poor quality, but it’s an indication of the state/mindset of the manufacturer. Next, consumers want a good flavor they can enjoy and come back to time and again. Finally, effect. The effects of edibles can be variable based on the individual’s state of being that day – hungry, tired, full, grumpy, happy, etc. – so finding a consistently effective product that reliably does the same thing every time is a huge draw.
We have found that our customers want an edible that doesn’t take an hour or two to take effect, whether they want rapid-onset before heading out for the night, or to have its effect happen more quickly while carefully micro-dosing. This is why we offer a rapid-effect gummy product (that we created in-house). This rapid release not only means edibles work quickly, but it also allows the THC to absorb directly into one’s bloodstream, bypassing the digestive tract, so the dosage and effects stay consistent and regulated, which is equally important for a quality experience.
Whether it’s specific cannabinoids or a full spectrum product, effect is definitely the No. 1 driver in edible-buying decisions. In addition, consumers are looking for specific and precise dosage. With edibles, people start their product selection with how it’s going to make them feel –whether they are looking to sleep better, be more creative or need help with stress. From there, they can decide what type of product and dosage will help them achieve that effect.
Green Ox Processing and Distribution
When shopping for edibles consumers are looking for affordability, enjoyable flavors, long lasting effects, high quality ingredients, unique experiences and brand consistency. Consumers have a lot of choices when it comes to shopping for edibles; there is an array of edibles on the market with various cannabis concentrate inputs, ratios of cannabinoids and unique consumption niches (jerky, cough drops, boba, drinks, syrups, candy, chips, etc). Personally, I find myself drawn to edibles that advertise fast-acting effects (Nanotechnology) and provide consistently reliable experiences at a price point that doesn’t break the bank.