MJBizMag November-December 2022 - 50

Flying Off the Shelves
Marijuana consumers'
preferences evolved in 2022.
Meanwhile, economic factors
played a role in the cost of
manufacturing cannabis
products as well as how they
are priced and sold at retail.
For this issue, MJBizMagazine
dredged years' worth of
data to help forecast the
products consumers will seek
out in 2023 and beyond. Our
findings include:
* Overall revenue from
cannabis will continue
to grow, but the market
share for each category is
already changing.
Top Shelf
Industry experts advise catering to frequent
marijuana users with product variety
and competitive pricing
By Omar Sacirbey
T
he regulated cannabis industry
in the United States is well into
its second decade, but how
products, brands and consumers are
evolving remains fluid.
New product types and cannabis
consumers are created every day, while
sales experts report that veteran users
are buying more and seeking greater
variety.
Despite this changing industry
landscape, a few discernible product
trends are emerging:
* A majority of marijuana consumers-roughly
three-quarters-are
regular users who consume cannabis
five or more times per week.
* New and occasional consumers
make up a small portion of the
market.
* Dollars spent on flower keep
growing-even while flower loses
market share to other cannabis
products.
HEAVY USERS ARE AT
HEART OF THE INDUSTRY
The Brightfield Group, a Chicago-based
market research firm focused on the
cannabis industry, reported that
48 November-December 2022 | MJBizMagazine
* The amount of flower
sales will increase, but the
segment's overall market
share is on the decline.
Nevertheless, flower
remains the undisputed
king of marijuana products.
By Omar Sacirbey
* Frequent cannabis users
comprise three-quarters
of all marijuana sales,
meaning this is where
cannabis entrepreneurs
and marketers should
focus their efforts.
* New and occasional users
are a very small part of
the market, and marijuana
executives who seek to
convert them into loyal
customers will likely
find little return on their
investment.
* Concentrates are most
popular in more mature
markets, and they appeal
to frequent users, whose
numbers make up the bulk
of the cannabis consumer
base in the United States
and Canada.
* Live resin is surging in
popularity-both as a
stand-alone concentrate
and an ingredient in
infused products. Live
resin is expected to
become more popular than
distillate.

MJBizMag November-December 2022

Table of Contents for the Digital Edition of MJBizMag November-December 2022

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