As cannabis consumer tastes evolve, industry must look beyond potency

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For years, the cannabis industry has been shaped by a singular focus: THC potency.

Store menus highlight percentages, consumers chase high numbers, and many strains have been bred to maximize THC content at the expense of other characteristics.

But is that truly what makes marijuana special?

Beyond THC levels, branding, packaging and promotions heavily influence consumer choices.

The classic $200-per-ounce deal has evolved into a $100 mix-and-match special, allowing consumers to explore a variety of terpene profiles and effects.

Just as craft beer enthusiasts appreciate curated tasting flights, cannabis enthusiasts now seek diversity in their experiences.

Keeping up with industry trends while maintaining quality is crucial for businesses navigating this rapidly shifting landscape.

Shift in genetic selection

Historically, marijuana breeding focused on aroma, flavor and nuanced effects.

Strains were selected for their distinct terpene profiles, from sweet and floral to earthy and gassy.

However, widespread lab testing and commercialization shifted the focus almost entirely to THC content, leading to a homogenization of available genetics.

This change has had a profound impact on the market.

While rigorous lab testing is essential for ensuring safety, emphasis on THC has overshadowed the complexity of the entourage effect – the synergy between cannabinoids, terpenes and other compounds that define a strain’s experience.

Researchers such as the late Raphael Mechoulam have studied this interplay for decades, revealing that THC is only one piece of the puzzle.

Value of high-THC strains

Despite the drawbacks of an industry fixated on THC, high-potency strains serve an important role.

Extractors rely on THC-rich cultivars for efficient processing, and some consumers genuinely prefer strong psychoactive effects

However, potency does not have to come at the cost of flavor or complexity.

Many high-THC strains, such as GMO, Gush Mints, Jenny Kush, ChemDog and certain Gelato phenotypes, boast rich terpene profiles while delivering powerful effects.

The notion that high-THC marijuana lacks depth is a misconception; some of the most flavorful cultivars on the market also test at the top of the potency scale.

This underscores the need for a more balanced conversation around cannabis selection, one that acknowledges both THC content and the broader sensory experience.

Cannabis and craft culture

The evolution of the cannabis market closely mirrors trends in craft beer.

Over the years, mass-produced lagers have lost ground to artisanal brews with unique flavor profiles.

Similarly, in states with mature marijuana industries such as California, Colorado and Oregon, consumer demand is shifting toward high-quality flower and premium products such as hash rosin.

Just as beer drinkers have moved beyond alcohol percentages to appreciate complexity in taste, marijuana consumers are beginning to look beyond THC levels to explore the full spectrum of aromas, effects and therapeutic benefits.

This shift signals a growing appreciation for the art and science of cannabis cultivation.

A more diverse future

The key to reversing the industry’s narrow focus on THC is education.

Retailers can play a pivotal role by highlighting strain effects, terpene content and aroma profiles rather than emphasizing potency alone.

For example, limonene-rich strains often provide uplifting effects, while myrcene-heavy varieties tend to be more sedative.

Breeders, too, are essential in reshaping consumer preferences.

By developing strains rich in lesser-known cannabinoids such as CBG and THCV, they can offer a broader range of effects tailored to different needs.

Some innovators already have begun this work, emphasizing full-spectrum experiences rather than just THC concentration.

The movement toward legalization was fueled by advocates who championed the plant’s therapeutic, cultural and social benefits.

That same passion should be harnessed to preserve the plant’s genetic richness.

By refocusing on diverse aromas, cannabinoid profiles and the enjoyment of effects rather than THC alone, the marijuana industry can create a more inclusive and well-rounded marketplace – one that celebrates the full potential of the cannabis plant.

Chris O’Ferrell is senior director of cultivation at Deep Roots Harvest in Nevada and can be reached at oferrellcr@gmail.com.

Luca Boldrini is head of cultivation at The Pass in Massachusetts and can be reached at lucaaboldrini@gmail.com.

They are the co-authors of  “>100g/sqft:The New Cultivation Standard,” a detailed guide to cannabis cultivation.

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As cannabis consumer tastes evolve, industry must look beyond potency