Source: Brightfield Group, U.S. Cannabis Consumer Insights
Q1: N= 4,036
Q4: N= 5,072
Ever-increasing THC percentages is a topic of much debate in the industry. Some see it as a sign of cultivation innovation that allows flower brands to provide elevated experiences. Others argue that super-high THC strains degrade the psychoactive experience due to the sole focus on THC rather than other cannabinoids and terpenes.
Many cannabis consumers shop for products based on THC potency, some believing high THC percentage equates to better quality, others to get the most value for their purchase. Cultivators prioritize this, as well, as indicated in Cannabis Business Times’ 2023 Breeding & Genetics Market Report (results starting on p. S1). 46% of cultivators indicated they prioritize THC potency when sourcing genetics, and 27% said potency was the single most important criterion when selecting new genetics.
