Debra BorchardtDecember 9, 2020
Looking back at 2020, the Brightfield Group determined the cannabis product shelf space winners. A review of the first three quarters provided a snapshot of which products cannabis consumers wanted most. This type of information is invaluable to producers and dispensary owners alike. The producers can make sure that they have these products in their portfolio and dispensaries can make sure they stock their shelves with the items that customers want.
Increased 2020 Shelf Space:
- Candy
- Cartridges/Pods
- Resin/Rosin
- Disposable Pens
- Baked Goods
Candy
Brightfield’s report found that since January 2020, the candy category has captured 12% of the shelf and in August held 14% of the shelf its largest position to date. The category has grown by 41% in 2020. The report also noted that the shelves saw a shift towards luxury and premium prices. Consumers have also been drawn to natural marketing and like options that are vegan, non-GMO, and additive-free.
Top Candy Flavors:
- Raspberry
- Watermelon
- Strawberry
- Fruity
- Chocolate
Top Candy Brands
- Cheeba Chews
- Smokiez Edibles
- Kiva Confections
- Wyld
Vapes
Despite the vape crisis of 2019, vape products commanded 22% of the shelf space for 2020. The report found that cartridges and pods grew shelf space by 3% in 2020. 74% of these products were in 500mg packages and a majority were marketed for relaxation and stress relief. The price preference was the opposite of candy, but that’s probably because vapes in general are more expensive. Budget-priced products saw an increase in shelf space and premium-priced products saw shelf space declines.
Top Vape Attributes
- Relaxation
- Stress
- Focus & Creativity
Top Vape Brands
- Stiiizy
- Jetty Extracts
- Raw Garden
- Curaleaf
- Pure Vape
- Alpine
Resin & Rosin
THC concentrates continue to win over new consumers. The product packs a bigger punch than vapes or traditional flower that typically deliver 15%-35% THC. These concentrates can provide doses of 60%-90% THC. While dabbing shatter, wax, or crumble has been the predominant concentrate method, rosin and live resin are coming on strong. Rosin is made with a solventless method that relies only on heat and pressure to extract cannabinoids and delivering a “cleaner” dab. Live resin is made with more traditional extraction methods and preserves the terpenes. This category increased its shelf space by 3%, while the shatter, wax and crumble categories fell.
Disposable Pens
Brightfield found that while disposable pens only garnered 4% of the dispensary shelf space, distribution grew by 68% in 2020. Once again, stress relief was the top choice for this consumer. The smaller products having 300mg grabbed the most space within the category and tend to be the most affordable. It’s the product of choice among the price-conscious consumer.
Baked Goods
Marijuana brownies are the OG of cannabis consumers, but the inconsistent response time for consumers make these products less desirable. Customers may react quickly or slowly after consuming a cookie or brownie and this lack of consistency is an issue. Only 3% of the distribution goes to this category. Still, in 2020 there was a 40% increase in shelf space for baked goodies.
Brightfield’s Top ten Product Launches of 2020:
- Care by Design – 8:1 Vape Cartridge
- Claybourne Co. – 501St OG Bud
- Kiva Confections – Midnight Blueberry Camino Gummies
- Stiiizy – wedding Cake Live Resin Pod
- Raw Garden Sleeroy G Pod
- Yummi Karma – YK Drops – Draft Away
- West Coast Cure – Venom Og Live Resin Sauce
- Pacific Stone – 505 Sour Hybrid Bud
- Heavy Hitters – Forbidden Fruit Cartridge
- Connected Cannabis Co. – 100% Live Resin Disposable
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