PART 3: What Cannabis Consumers Really Want—and How to Deliver It
- Jhavid Mohseni
- 2 days ago
- 3 min read
In Part 2 of this series, we explored how most cannabis brands struggle to stand out—not for lack of effort, but for lack of proof. In an oversupplied and under-differentiated market, buzzwords don’t cut it. Verified quality does.
But differentiation only works if it’s based on what consumers actually care about.
Over the past two years, we’ve surveyed retailers, brands, and consumers while our founders have supported hundreds of operators since 2016. What we’ve consistently found is this:
Consumers want cannabis they can trust—not just by name or packaging, but through transparent, independent proof.
The Top Differentiators That Matter to Consumers
Based on industry-wide trends, market feedback, and Cannafax’s direct user insights, here are the top four differentiators that consistently influence purchasing decisions:
1. Lead-Free & Heavy Metal-Free Cannabis
Why it matters:
Consumers are increasingly aware of the health risks tied to contaminated cannabis, especially when inhaled. Lead contamination is not just theoretical—it's active and widespread.
In Washington State alone, over 100 product recalls in 2023–2024 were tied to lead or heavy metal contamination, including products sold under licensed brands.
A 2023 Leafly report showed that over 5% of products tested in multiple legal states contained detectable heavy metals, many of which exceeded action limits.
What consumers want:
Verified lead-free products
Simple, accessible proof—not buried COAs, but clear, QR-linked reports
Parallel: In the food and beverage industry, heavy metals are strictly monitored and disclosed—especially in baby food and supplements. Brands that fail to show compliance lose shelf space and consumer trust.
2. Pesticide-Free Cannabis
Why it matters:
Pesticide contamination is one of the top reasons for cannabis product recalls. Consumers are rightly concerned, especially when inhaling concentrates and flower.
According to a 2024 Cannabis Safety Council survey, 64% of cannabis consumers said they would switch brands if they found out a product contained pesticides.
In Canada and California, pesticide-related recalls accounted for over 30% of all product removals in the last two years.
What consumers want:
Clear, independent verification that a product is pesticide-free
Easy-to-access reports at the point of purchase
Parallel: In organic food, consumers pay a premium for third-party certifications like USDA Organic. The presence (or absence) of synthetic chemicals is a powerful purchase driver.
3. Trust & Transparency
Why it matters:
When surveyed, consumers consistently rate “transparency” as one of the top values they want from cannabis brands. But trust doesn’t come from slogans—it comes from structure and verification.
In a recent consumer survey (2023), 78% of respondents said they are more likely to purchase a product that provides third-party quality verification.
72% said that knowing more about how a product was graded or lab tested would increase their confidence in it.
Cannafax addresses this directly by providing a Certificate of Grade (COG) and a QR code that links to a full, easy-to-read report (Fire Bros - Mexican Flan) showing:
Lab results
Grading data (aroma, color, trichomes, structure)
Cultivation and batch-level info
Parallel: In diamonds, consumers are trained to look for GIA certification—not just a salesperson’s promise. The cannabis industry needs its own equivalent—and COG is one solution.
4. Authentic Connection Between Brands and Growers
Why it matters:
In a market full of intermediaries, consumers crave a direct, honest connection to who grew their cannabis and why it matters. Provenance is power.
7 out of 10 consumers surveyed said they feel more loyal to brands that share grower information or personal stories.
71% said they would be more likely to recommend a product if they could “meet the grower” virtually via a product label or QR code.
Cannafax enables this by allowing brands to link QR codes directly to:
Grower profiles
Cultivation stories
Batch details
Brand mission and social/environmental commitments
Parallel: In craft coffee, platforms like Trade and Blue Bottle succeeded by connecting drinkers with individual roasters and farmers. Wine and chocolate industries have also embraced transparency of origin to build brand equity.
Final Thought: Consumers Are Telling Us What They Want. Are We Listening?
In a world of oversupply and constant discounts, proof of quality, safety, and transparency is what earns the sale. The cannabis companies that win in the next five years won’t be the ones with the loudest marketing—they’ll be the ones with the clearest truth.
Cannafax provides that clarity—at scale, across the supply chain.
In Part 4, we’ll show how brands, cultivators, and retailers are using Cannafax in practice—from reducing returns to gaining shelf space to building direct consumer loyalty.
Because in cannabis, the future isn’t about more—it’s about better.
—
Jhavid Mohseni
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