So while product and cannabis prices trends on the West Coast may turn out to be a good predictor of what to expect nationwide, don’t bet the farm on it. BDSA estimates live resin carts represented more than one third of total vape sales in California from January 2021 to November 2021, up from 10 percent in 2019. Customers are definitely looking for value, and I think they’re less concerned with the brand and the marketing now.” Earlier this year, Headset reported the popularity of cannabis product categories constantly ebbs and flows, even in mature markets. Initially a top-shelf, niche product for connoisseurs, live resin steadily has claimed a larger share of the vape market. With all the choices on dispensary menus, most pundits expected marketing and branding to become a key differentiator between top-shelf and generic products.
Every new year brings new product categories — with tiers and subtiers within each one — and this market evolution has accelerated as consumers become more familiar with flower, extracts, edibles, and everything in between.
With all the choices on dispensary menus, most pundits expected marketing and branding to become a key differentiator between top-shelf and generic products. They also expected buying decisions to be driven primarily by quality, features, benefits, and other attributes. To some extent, this has happened. Yet, looking at the current state of the market in California (still ground zero for new products and trends), it’s clear...
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