Flower has lost some market share to other marijuana products in recent years, but consumers aren’t replacing flower with concentrates, edibles and vapes.
In fact, flower consumption and total dollars spent in the category have increased, even as flower’s market share has decreased.
“People use a lot of different products, but flower remains the backbone of the industry,” said Bethany Gomez, managing director of the Brightfield Group, a cannabis analytics firm in Chicago.
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In marijuana markets tracked by Headset, a Seattle-based cannabis data analytics company, flower sales more than doubled from about $2.36 billion in 2018 to $4.83 billion so far in 2022. During the same period, flower’s market share dipped 5 percentage points, from 45.7% to 40.7%.
Flower enjoyed a “renaissance” during the early part of the pandemic, according to Headset Analytics Manager Cooper Ashley. But 2022 has seen a “course correct” as flower sales haven’t declined
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