What are the most popular marijuana products on the market lately, and how should they be marketed and sold?

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For many years, the image of the the typical stoner was a high school student, usually a male, red-eyed and munching some cheesy chip, with a smoking joint in hand.



Movie posters from Cheech and Chong’s “Up In Smoke” (1978), “Fast Times at Ridgemont High” (1982), “Bongwater” (1998), “Dude, Where’s My Car?” (2000) and “Pineapple Express” (2008). All images courtesy of IMDb.


But the industry is changing rapidly, and as newcomers and a variety of new products come on the scene (and the idea of consuming marijuana continues to shed its stigma and taboo), the typical smoker image of a joint-toting teen is dramatically changing.

“Across the industry, perhaps the most visible trend is an overall decline in flower sales (and prices) and a corresponding uptick in concentrate and edibles sales (and prices).” (Sandy, 2018)

Of course, there is still a huge market for traditionalists still interested in consuming the “flower” -- the name for the green fluffy plant version of the drug. But for those interested in consuming marijuana in a new way, the products are endless and the options are ever-growing.

In no particular order, here are 5 of the newest and most popular ways to consume cannabis, including tips on how to market them within your dispensary:

1. Edibles


Laurie Wolf, known by some as “the Martha Stewart” of the cannabis edibles, is co-founder of The Laurie and Mary Jane collection. High Times magazine dubbed these sweets as the best low dose edible for new users. / Weed Seed Shop

Edibles aren’t necessarily a new product in the canna-biz, but the variety of options has never been more diverse. Plus, the varying degrees of the psychoactive THC and mood-stabilizing CBD found in edibles make them a great place for beginners to start.

2. Drinks



Canna Cola, which claims to be "the most well known name in the marijuana industry," creates bottles of cannabis brew with names like Orange Kush and Doc Weed. / Herb.co

Cannabis edibles are nothing new, but cannabis-infused drinks offer yet another new and interesting way for customers to consume marijuana. This trend is anticipated to skyrocket over the next few years with tons of new investment entering this space. For example, “Constellation Brands, which makes Corona beer … just invested $3.8 billion in Canopy Growth Corp. And Molson Coors Canada just entered into a partnership with Hydropothecary.” (Sandy, 2018)

One way to drink your daily dose is through your morning cup of coffee. Catapult Coffee, attempting to brand itself as the “Starbucks of Marijuana-Infused Coffee,” entered the Seattle market in 2016 with local fair trade coffee infused with cannabis oil. Currently, the K-Cup pods are a rarity -- they’re only sold in Washington State -- so getting your hands on these so your customers can get these pods into their Keurigs could be a way to give your dispensary a competitive edge.

Just like some prefer vanilla and some prefer chocolate, there are marijuana coffee-drinkers and marijuana tea-drinkers. Bay Area native Amanda Jones is the founder of socially-conscious cannabis tea company Kikoko. In addition to selling her teas in high-end dispensaries, Jones hosts in-house “High Tea” parties for cannabis-curious groups of friends. The majority of her clientele are older women.


Kikoko hosts High Tea parties in customers’ homes. Jones said she always starts her sessions with a “Cannabis 101” info session. “It’s amazing to see these women start to understand what cannabinoids do in the body. Once more women learn these things, the stigma will drop.” / SF Gate


If your customers are looking for a cold drink instead, there are thousands of options available, from tonics, colas, punches, lemonades ... even wine!

If you’re interested in learning more about cannabis drinks, check out herb.co’s extensive list of “Cannabis Drinks You Must Try.”

3. Cannabis Oil




Source: Try the CBD


Oils appeal to (and intimidate) consumers for a variety of reasons.

First, they’re much stronger: Where flower contains about 15 to 25 percent THC, oils clock in between 50 and 90 percent. (Rahn, 2016) For some, this is a good thing: They can give people the effects of smoking a joint faster and more efficiently. Others, though, may be hesitant to try such a strong dosage for fear of consuming too much. Thus, purchasing oils requires guidance and coaching, hopefully both of which can be provided from the happy-to-help and knowledgeable employees you have working at your dispensaries.

Second, unlike flower which must be crushed and lit on fire, there are a variety of ways to ingest cannabis oil, from capsules, to sublingual tinctures, to vaporizers.

Last, and perhaps healthiest, smoking or consuming oils means eliminating plant material, along with unfavorable compounds like pesticides. This material -- which typically turns black upon burning -- can take a toll on the lungs. “Vaporizers heat cannabis below the temperature of combustion, but hot enough to extract beneficial compounds. Health-conscious consumers, this route of delivery is for you.” (Rahn, 2016)

4. Beauty and Skincare Products


Source: Allure

That same cannabis oil mentioned above can also be infused into a wide variety of beauty and skincare products. But why?

Jeanette Jacknin, a certified dermatologist who specializes in topical cannabinoids in skin care, explains that “affecting the endocannabinoid system — like with CBD — can help the skin look more radiant and youthful.” Some studies suggest that CBD could even slow down the visible signs of aging in mice. (Adelson, 2018)

5. Cannabis Dog Treats



Dogs cannot consume the same cannabis products created for humans, but “there are some companies that have played with creating hemp and CBD products specifically for pets.” (Fiorillo, 2018)

“Most of the pet owners that are using the product are using it for separation anxiety, things like hip dysplasia and arthritis, mobility pain, ageing … and then we have some dogs that have epilepsy that use the product with great success, some dogs with cancer … so it’s a pretty wide range of conditions that can be addressed with CBD really successfully,” explained Julianna Carella, owner and founder of Treatibles, in an interview with Reason.

Since federal research into the subject has yet to be approved and vets are still prohibited from prescribing it, we recommend trying this at your own risk. Still, many pet owners have had a lot of success administering such a product on their dogs, “many scientists remain determined to study the effects medical marijuana can have on pets and some local politicians in states like California have introduced bills to try and legalize prescribing cannabis for them.” (Fiorillo, 2018)


Marketing Tips


1. Keep your marketing language laypeople-friendly.


Consumers buy marijuana products for specific reasons: Some want products that will alter their mood, making them feel happier or calmer; others apply topicals throughout the day for pain management, while others munch on edibles at nighttime for sleep aid.

“It’s very dependent on the reason why consumers consume,” said Jessica Lukas, vice president of consumer insights at BDS Analytics, during an interview with Cannabis Business Times. “Consumers in a lot of cases don’t know the different between sativa, indica and hybrid at the highest level. Therefore, they’re not going to understand cannabinoids, THC and CBD, … and terpenes.”

Keeping your fledgling customers in mind, you should ensure your internal marketing is clear and simple, steering clear of technical wording that may scare newbies away. What will this product do to your consumer? What won’t it do? Is it intended for experienced or first-time users? Additionally, make sure your customer service representatives are equipped with this information and willing to help your customers find the perfect product for their needs.


2. Think carefully about your pricing.

Who is your target audience? And what is their budget? This should be on the forefront of your mind when setting the pricing within your store. Generally, “within product categories, dispensary owners should be aware of [three] pricing tiers: … budget, mainstream, premium and luxury.” (Sandy, 2018)



As marijuana use becomes less taboo and more mainstream, people become more curious to try it. For example, Google Trends data for “dispensary near me” and “weed dispensary” are both on the rise.

If you can diversify your product selection, offer top-selling variations and make purchasing marijuana products easy and even fun for your consumers, you’re likely to secure business that keeps coming back.



By: Roxanne Szal
@roxysizzle

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Roxanne Szal is a University of Nebraska grad student studying Journalism and Mass Communications. She manages a blog at https://roxanneszalportfolio.wordpress.com that observes current issues on the forefront of not only journalism, but the world. Szal is a freelance blogger, content creator, and communications consultant ready to engage readers of all demographics with a thoughtful, clear and meaningful voice.


Check out her misogyny in the media watchdog project here: www.hownottobesexist.com. 

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