2020 Cannabis Category Winners

 

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