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Brightfield Group, a marijuana data company based in Chicago, has determined that demand for sustainable cannabis products is increasing. The company observed a rise in ecofriendly shopping preferences among consumers of cannabis, with more than 57% of respondents favoring these products last year. This is in comparison to the 55.9% recorded in 2022.
The study determined that the consumers were attracted to all ecofriendly packaging options, including biodegradable materials, plant-based materials, compostable choices and plastic-free initiatives. In addition, 49% of the consumers preferred recyclable packaging while 46% were more partial to reusable packaging. Another 32% favored plastic-free packaging.
Brightfield’s findings were based on surveys carried out in 2023 that involved both marijuana consumers and census-balanced consumers in America.
The company also found that 23% of marijuana consumers frequently bought products with sustainable packaging while 69% of them often purchased these products. The company’s VP of product, Jennifer Kregor, stated that marijuana consumers resonated with sustainable practices and packaging more broadly.
The study found that while marijuana consumers were environmentally conscious when it came to their purchases, price was still the primary influence on their purchase decisions, with desired effects coming in second. Data from Brightfield also shows that more than 65% of marijuana consumers felt sustainable options were very expensive.
Kregor noted that cost-consciousness had caused gaps in the adoption of sustainable packaging, adding that finding ways to overcome concerns regarding pricing would help with this.
Tilray Brands Inc. (NASDAQ: TLRY) (TSX: TLRY), a marijuana producer based in Canada, also determined that consumers were 50% more likely to buy a cannabis product with sustainable packaging. Wana Brands CEO Joe Hodas noted that despite this, these sentiments were dismissed at checkout if the ecofriendly products were pricier. Wana Brands primarily sells gummies, packaging its products using biodegradable and recyclable product packaging.
Research has also found that despite them preferring sustainable products, consumers are driving the demand for vapes, which usually end up in landfills. PAX Labs is working to change this, by developing vape devices and related accessories which can be used by consumers repeatedly.
The company’s spokesperson, Laura Fogelman, revealed that the company was focused on meeting their customers where they were. She added that it had become clear to them that consumers favored all-in-one devices.
AE Global’s managing partner, Mike Forenza, also discussed how cost constraints on materials and packaging limited the ability of operators to initiate sustainability practices. Forenza noted that more brands would do so if it was commercially or economically viable.
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