The Disruption of Consumer Behaviour
Modern cannabis ingestibles can offer less variance than the plant. When consumers are given the choice, they increasingly do NOT choose flower: California market share of dried flower in early 2018 is one-half of two years earlier.
The bigger, broader market that arrived with legalization has driven demand for 2x to 3x more brands and product choice. New consumers value discretion and consistency and frequently purchase for reasons other than just to get a buzz. Modern manufacturers and retailers ignore consumer demand at their peril.
Modern technology for ingestibles avoids liver biotransformation thus delivers more delta-9 than delta-11-hydroxy; is more easily regulated; and, can provide a more predictable and consistent experience than smoked plants. Canada’s new 2019 edibles legislation will denable disruptive changes in consumer behaviour that manufacturers and retailers must recognize in order to thrive.