According to a report by Marijuana Business Daily, Seattle-based cannabis analytics firm Headset found that 67% of cannabis baskets with a flower purchase contained no other cannabis product types. Data was collected from California, Colorado, Nevada and Washington state in 2020.
Consumers who purchased pre-roll, concentrate, or vape pens also stayed with those particular product types over 50% of the time. Beverage consumers, however, usually purchase more than one product type.
Consumer purchase behavior based on cannabis basket compositionHeadset & Marijuana Business Daily
When consumers did combine products, certain trends emerged. Pre-rolls, vape pens, concentrates, and edibles were usually combined with flower or pre-rolls; while topicals, tinctures, capsules, and beverages were often combined with edibles or flower.
This information – which also tracked into January of 2021 – can be used to help manufacturers expand their brand into new categories; or help retailers position products that are most likely to be purchased together on retail shelves, offer specials that combine desired categories, or educate consumers about other products.
