Cannabis Consumers Shift Focus From THC Potency to Product Quality

Cannabis consumers are moving away from the industry's long-standing fixation on THC percentages, according to new data from Harris Poll that challenges retailers' traditional sales strategies.

The survey reveals a significant shift in purchasing priorities, with respondents indicating that product safety and transparency now outweigh raw potency numbers when making purchase decisions. The findings suggest the cannabis industry's years-long "THC arms race"—where products competed primarily on cannabinoid content—may be losing its effectiveness with consumers.

What Consumers Actually Want

The Harris Poll data points to a maturing market where buyers increasingly value quality metrics over simple potency claims. Consumers reported caring more about clean cultivation practices, third-party testing, and brand trustworthiness than whether a product hits 30% THC versus 25%.

This represents a notable departure from the past decade's retail environment, where dispensaries often led with THC percentages as the primary selling point. Many budtenders were trained to pitch products based on potency first, with other attributes like terpene profiles or growing methods treated as secondary considerations.

The shift mirrors trends seen in other consumer packaged goods industries, where buyers have increasingly demanded transparency about sourcing, testing, and production methods. But it also reflects growing awareness among cannabis users that higher THC doesn't necessarily mean a better experience—or even a stronger one.

Industry Implications

For cultivators and manufacturers who've invested heavily in breeding ultra-high-THC strains, the poll's findings suggest a need to recalibrate marketing strategies. Several major MSOs have already begun emphasizing full-panel testing results and terpene content in their product descriptions, though THC percentages still dominate most packaging and point-of-sale displays.

The data also validates what some industry veterans have argued for years: that the focus on THC maximization has led to one-dimensional products that sacrifice flavor, effect diversity, and overall quality. Craft cultivators who've maintained lower-THC, terpene-rich offerings may find themselves better positioned as consumer preferences evolve.

Retailers face perhaps the biggest adjustment. Training staff to sell based on quality indicators rather than potency numbers requires more product knowledge and longer customer interactions. Yet those investments could pay off as consumers become more sophisticated and brand-loyal.

The Testing Problem

The timing is notable given ongoing concerns about THC testing accuracy across legal markets. Several states have investigated or sanctioned testing labs for inflating potency numbers, and the lack of federal oversight has created a patchwork of standards that vary wildly by jurisdiction.

Some industry observers argue the consumer shift away from THC-first purchasing could actually reduce pressure on labs to inflate numbers—removing a key incentive for the testing manipulation that's plagued the industry. Others worry that without clear alternative quality metrics, consumers may simply trade one misleading standard for another.

What's Next

The Harris Poll results come as several state regulators are reconsidering how potency information is displayed on packaging. California's Department of Cannabis Control has discussed whether THC percentages should be de-emphasized in favor of more comprehensive product information, though no formal proposals have emerged.

For now, the data suggests the market may be self-correcting faster than regulators can act. As consumers vote with their wallets for quality over potency, brands that adapt their messaging accordingly stand to gain market share—while those still fighting the THC arms race may find themselves selling to a shrinking audience.

The shift also opens opportunities for product innovation beyond simple potency increases. Brands focused on specific terpene profiles, minor cannabinoids, or novel consumption experiences could find a more receptive market than they would have just a few years ago.

---

This article is based on original reporting by hightimes.com.