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As cannabis strains have become increasingly potent over the years, THC potency has become a major determining factor for consumers when they buy cannabis products. Brands have invested heavily in R&D efforts to develop more potent strains, and they regularly display high potency as one of their products’ selling points.
Even though potency will continue to be a primary determining factor for the majority of consumers, secondary factors will also affect how cannabis genetics trends in 2024 across the country. Aside from high-THC genetics, experts on high-yield cultivars say that cannabis consumers are becoming increasingly interested in factors such as terpene profiles, minor cannabinoids and legacy strains bred with high-THC marijuana strains.
While THC is the most prominent compound in the cannabis plant, it is just one of more than 100 cannabinoids produced by plants in the cannabis family, including marijuana and hemp. Aside from THC, cannabis has tons of other cannabinoids, such as the well-known CBD (cannabidiol) and lesser-known ones such as CBN and THCV, which are starting to gain attraction.
On top of cannabinoids, marijuana also produces a plethora of terpenes that are responsible for the flavors, aromas and colors of different cannabis strains.
Some research has found that when cannabis plants are taken in their entirety with the complete profile of terpenes, they trigger an “entourage effect” that pronounces the effects of all the different compounds in cannabis as they interact. These factors will likely become more prominent in the future as America’s state-legal cannabis market grows and matures.
In the meantime, however, potency is still the main determining factor for most consumers when they walk into a cannabis dispensary. Reggie Harris, cofounder and CEO of House of Kush, a genetics company located in Missouri, says some of the dispensaries his company works with have reported that they don’t want cannabis with less than 25% THC or will only purchase those lower levels at lower prices.
Harris notes that even though people are fond of legacy cannabis strains such as OG Kush and Bubba Kush, high-THC strains attract the most customer attention. House of Kush specializes in producing such legacy strains and has started crossbreeding them with other genetics to increase their potency while maintaining their legacy genetics. These types of genetics could be a major hit this year because they are still recognizable to most customers yet contain higher potency levels.
Terpenes such as myrcene and limonene as well as minor cannabinoids such as THCV and CBN may also determine consumers’ cannabis purchasing decisions moving forward. Leading enterprises such as Canopy Growth Corp. (NASDAQ: CGC) (TSX: WEED) could be looking for ways to leverage this change in consumer preferences.
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