Due to the legalization movement and proliferation of cannabis dispensaries, if marijuana users don’t feel like rolling themselves, they can pick up something pre-rolled. And if they don’t feel like smoking at all, they can get their high by eating a cookie or drinking a soda.
So which products are most popular? And will Edibles or drinks ever become the primary way users get high?
At Headset, our cannabis retailer transaction dataset accounts for about 25% of legal marijuana transactions in Washington state. We decided to use our data to understand which products consumers are buying most—and the dispensaries’ profit margins from these sales.
According to the data, Flower, which is “traditional” marijuana bud, is still the most popular product with 49% of transactions compared to only 13% for Edibles, the next highest. But many non-traditional products like Live Resin, a special type of concentrate, and Carbonated Beverages are on the rise.
We also found that while Flower is the most popular product, it is the least profitable product category for retailers. Edibles in the form of brittle and cake, pre-rolled blunts, and THC in pill form are the most profitable product types
Accounting for essentially half of all purchases, Flower remains an overwhelming favorite among consumers but a few new products seeing growth in excess of 20% per month could be indicating the start of a shift in the market.
We began our analysis by looking at products from the broadest level. We grouped approximately two years of transactions by product category and calculated the percentage of total transactions involving a product from each group.
Included in just under half of all transactions, Flower is by far the most popular product category. Edible and Pre-Roll are next at about 13% and 11.5% respectively. Concentrates and Vapor Pens, which are newer crazes among marijuana users, are in the middle of the pack. While we can attribute this mostly to preference, it is possible that some of this difference is driven by the need to buy concentrates or oils less frequently due to higher potency.
Each category can be broken down further into product types, so we conducted a similar analysis with more specific categories.
Unsurprisingly, the top three products are all of the Flower variety. Hybrid Flower, in over 25% of all transactions, tops the list. Indica Flower, weed that gives the user a “body high”, is next at 11%, and Sativa Flower, weed that give the user a “head high”, follows shortly at 10%. Cartridges for Vapor Pens and Wax, which is typically consumed using a vapor pen but can also be consumed out of a bowl with Flower, round out the top five.
A few surprising products crack the top 20 as well. Edibles such as Chocolate, Cookies and even Truffles rank above the famous weed brownie. Carbonated Beverages, a literal take on herb-infused drinks, which hit the shelves just two years ago, are the 13th most popular product.
We also wanted to see if any products are growing in popularity. To examine this, we looked at the average monthly increase in product transactions over the last year.
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