How Consumers Are Shaping Cannabis Consumption
The cannabis industry continues to reach new heights, and according to market analysts, global legal spending on cannabis could reach $32 billion by 2022 — a majority of which is thanks to U.S. and Canadian consumers.
What’s driving the evolution of the market?
Cannabis is in the midst of a shakeup, and today’s infographic from Ionic Brands highlights how consumers are significantly shaping the landscape of cannabis.
Cannabis Concentrates: A New Frontier
For years, joints and blunts dominated the industry—but sales of traditional flower are swiftly losing ground to new products. Here’s how cannabis consumer spending looks across North America in a few short years:
|% Market Share||↓ 14pp|
From 50% to 36%
From 12% to 14%
From 23% to 36%
From 15% to 14%
Cannabis consumers are clearly moving away from simply smoking the product. Concentrates are the fastest growing industry segment, which is not surprising since they’re needed to make all sorts of products, from edibles to topicals and tinctures. Cannabis concentrates are also discreet, convenient, and more potent than other cannabis products, all of which contribute to their consumer appeal.
In fact, these changing preferences are disrupting other mammoth industries. Take JUUL Labs for example: the inconspicuous, smokeless device is chipping away at the tobacco industry, and now accounts for almost 73% of the e-cigarette market. JUUL’s growth is proof that consumers are driving the market, and this trend is also reflected in cannabis.
Among all cannabis concentrate types, vaporizers (vapes) overwhelmingly come out on top in established markets, accounting for 43% of sales in Colorado, 70% in Oregon, and 79% in California.
|Concentrate Sales (2018, Jan-Jun)||Vape||Wax||Shatter||Live Resin||Oils||Others|
Branding is Everything in Cannabis
The cannabis concentrates space is becoming increasingly sophisticated. With more money to be made from less product, concentrates offer higher margins as well. But in a fragmented market, brand recognition is arguably the biggest factor guiding consumer demand.
Returning to JUUL’s example, the company’s branding played a big hand in its accelerated trajectory—and in grabbing the attention of major players like Altria, the corporate parent of Marlboro. Altria made a landmark investment into 35% of JUUL in December 2018, bringing the latter’s value up to $38 billion.
In the nascent cannabis industry, consumers are still wondering who they can trust. A recent survey revealed that 72% of cannabis consumers rated branding as somewhat or very important in assessing a product’s quality and safety. Branded cannabis products are on the rise, but they’re not as established as Starbucks coffee or Apple iPhones quite yet.
When done right, cannabis concentrates brands are able to capture quite a significant chunk of the market:
Top 10 brands: 48.4%
All other: 51.6%
Top 10 brands: 46.6%
All other: 53.4%
Top 10 brands: 59.7%
All other: 40.3%
In a budding industry, such brand market domination is an impressive feat. However, a few barriers still stand in the way of these brands’ ability to scale on a national level: cannabis and related products aren’t legal in every U.S. state, while diverse state regulations also complicate the process.
Cannabis consumer brands that can spread out into multiple states, and develop consumer trust, will emerge as winners in this new, dynamic market.
Cultivating Cannabis: The Journey from Seed to Harvest
The estimated $63.5 billion green rush has led to increased revenues in cannabis cultivation—positively impacting other industries
Cultivating Cannabis: The Journey from Seed to Harvest
Cannabis is emerging from the shadows of strict regulation, prompting the growth of a global market worth almost $25 billion today. This green rush has led to increased revenues throughout the entire cannabis supply chain—most notably in cannabis cultivation.
Such growth is rippling across industries such as energy and agriculture technology, with innovation allowing for greater scale.
Today’s infographic from Water Ways Technologies follows the journey of the cannabis plant, and explores cutting-edge technology that will fuel the future of cannabis cultivation.
Breaking Down the Cultivation Process
Cannabis is an annual plant, meaning it naturally goes through its entire life cycle in one year. However, this cycle is shortened to 3 months in commercial cultivation to improve productivity.
Plants can be grown from either a seed or a clone. The cloning method guarantees consistency, cost savings, and provides genetic stability from a disease-free source. All of these factors contribute to its popularity with commercial growers and the medical cannabis community.
Each stage requires different variables to ensure the highest standards are being met.
- 1: Creating a Mother Plant: 3 months, 4 times a year
Mother plants create an endless supply of clones, making this stage the most crucial. The mother plant starts as a seed, chosen for desirable qualities that the grower wants to replicate—like aroma, flavor, and yield.
- 2: Making a Clone: 7-10 days
Growers then take clippings from the chosen mother plant, and dip each one in water and fertilizer. They are then soaked in rooting fluid and placed in a plug (individual cell), before entering an incubator.
The clippings remain here until they finish rooting. The incubator maintains the plant’s moisture by facilitating leaf absorption.
- 3: Vegetation Process: 3-4 weeks
The clones are transferred to growing rooms and placed into a light substance similar to soil. They are moved on to flood benches—large tables that re-circulate excess water and fertilizer—which enable the optimal uptake of nutrients.
During this phase, the clones require 18 hours of light and 6 hours of darkness. There must be a constant analysis of the radiation levels to combat any damage from the artificial light source.
- 4: Flowering: 6-8 weeks
Following the vegetation process, the plants are separated into different flowering rooms. During this phase, buds grow and develop a solid cannabinoid and terpene profile. Terpenes are organic compounds that give cannabis varieties their distinctive aromas like citrus, berry, mint, and pine.
- 5: Post-harvest: 1-3 weeks
The cannabis plant is harvested once it reaches maturity. The flowers are de-budded, trimmed, and set on drying trays in a post-harvest room with low humidity, before they are ready for extraction.
This final stage requires a substantial amount of time and attention to detail, to ensure the best quality and most potent product possible.
Cultivating the Future of Cannabis
Efficiently producing high-quality, consistent cannabis will help meet growing consumer demand. Water Ways Technologies is an agro-tech company helping to propel this growth, by providing cultivators with data-driven insights from their precise irrigation system.
With a strong understanding of the full cannabis life cycle, Water Ways Technologies ensures that adjustments can be made at different stages throughout the growing process, resulting in the highest standards, and wider profit margins for investors.
The Big Pharma Takeover of Medical Cannabis
The Big Pharma industry is entering the cannabis space, by swapping patients for patents. But what are the impacts of such a takeover?
The Big Pharma Takeover of Medical Cannabis
As evidence of cannabis’ many benefits mounts, so does the interest from the global pharmaceutical industry, known as Big Pharma. The entrance of such behemoths will radically transform the cannabis industry—once heavily stigmatized, it is now a potentially game-changing source of growth for countless companies.
Today’s infographic comes to us from CB2 Insights, and explores how and why the notorious Big Pharma are interested in the nascent cannabis industry.
Who are “Big Pharma”?
The term refers to some of the largest pharmaceutical companies in the world, considered especially influential as a group. To give a sense of their sheer size, the market cap of the top 10 Big Pharma companies is $1.7 trillion—Johnson & Johnson being the largest, with a market capitalization of $374 billion.
So far, Big Pharma has watched the cannabis industry from the sidelines, deterred by regulatory concerns. What we are seeing now is the sleeping giant’s takeover slowly intensifying as more patents, partnerships, and sponsored clinical trials come to fruition.
Could Cannabis be Sold Over the Counter?
The cannabis plant has been used in medicine for 6,000 years. However, there is still considerable debate around the role it plays in healthcare today. There are currently almost 400 active and completed clinical trials worldwide surrounding cannabidiol (CBD), a type of cannabinoid that makes up 40% of the cannabis plant’s extract.
Cannabis relies on CBD’s therapeutic properties, and recent studies suggest it may be useful in combating a variety of health conditions, such as:
- Multiple sclerosis
- Cancer side effects
As of 2019, 33 states and the District of Columbia have legalized cannabis for medical use. Its potential for pain management has led some experts to recommend it as an alternative to addictive painkillers, with one study of 13 states showing opiate-related deaths decreasing by over 33% in the six years since medical cannabis was legalized.
As the industry evolves, data is becoming increasingly important in understanding the potential of cannabis—both as a viable medical treatment, and as a recreational product. The shift away from anecdotal evidence towards big data will inform future policies, and give rise to a new era of consumer education.
Big Pharma’s Foray into Cannabis
Further legalization of cannabis will challenge Big Pharma’s bottom line, and poach more than $4 billion from pharma sales annually. In fact, medical cannabis sales are projected to reach $5.9 billion in 2019, from an estimated 24 million patients.
Seven of Canada’s top 10 cannabis patent holders are major multinational pharmaceutical companies, a trend that is not unique to Canada.
|Company Rank||🇨🇦 Canadian Patents||Company Rank||🇺🇸 U.S. Patents|
|1. Novartis||21||1. Abbvie||59|
|2. Pfizer||14||2. Sanofie||39|
|3. GW Pharmaceuticals||13||3. Merck||35|
|4. Ericsson||13||4. Bristol-Myers Squibb||34|
|5. Merck||11||5. GW Pharmaceuticals||28|
|6. Solvay Pharmaceuticals||7||6. Pfizer||25|
|7. Kao Corporation||7||7. Hebrew University of Jerusalem||19|
|8. Ogeda SA||7||8. Roche||17|
|9. Sanofi||6||9. University of Connecticut||16|
|10. University of Connecticut||6||10. U.S. Health and Human Services||13|
It comes as no surprise that many pharmaceutical giants have already formed strong partnerships with cannabis companies, such as Novartis and Tilray, who will develop and distribute medical cannabis together in legal jurisdictions around the world.
Data is the Missing Link
While the body of knowledge about the many uses of cannabis continue to grow, clinical evidence is key for widespread adoption.
Products backed by data will be a defining criteria for major companies to come into the market en masse. And ultimately, Big Pharma’s entry could accelerate public understanding and confidence in cannabis as a viable option for a range of ailments, and mark the next major milestone for the industry.
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