The Cannabis THC Potency Debate: What Do Customers Want?

We're taking a close look at recent consumer insights to determine whether customers really prefer cultivars with more than 30% THC.

Top Story Sales Trends
Source: Brightfield Group, U.S. Cannabis Consumer Insights Q1: N= 4,036 Q4: N= 5,072

Source: Brightfield Group, U.S. Cannabis Consumer Insights
Q1: N= 4,036
Q4: N= 5,072


Ever-increasing THC percentages is a topic of much debate in the industry. Some see it as a sign of cultivation innovation that allows flower brands to provide elevated experiences. Others argue that super-high THC strains degrade the psychoactive experience due to the sole focus on THC rather than other cannabinoids and terpenes.

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