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Tuesday July 17, 2018

Updated on 8/3/2021

By Michael Walters


It’s no secret that the cannabis industry is growing rapidly. Legalization is spreading across the nation and more Americans than ever are in support of progressive marijuana reform. This has led to changing demographics of cannabis consumers across the country, helping boost product sales and open up a thriving market.

To keep up with consumer trends, dispensaries, brands and product manufacturers are constantly working to create innovative products that satisfy the needs of their customers. The result? A highly competitive market filled with products like edibles, concentrates, vape cartridges, CBD products and more. Amidst all the bustle and emerging new products, one category has reigned supreme in market share: flower.

The Importance of Cannabis Flower

Although prices have been on a steady decline in many legal markets, including Colorado and Oregon, cannabis flower remains the leading staple of marijuana industry culture. And while some speculate flower’s share of the market could continue to decline with concentrates on the rise, there’s really no indication that flower is going away anytime soon.

Ground Flower
Flower still accounts for a major portion of cannabis industry market share.

Even with products like edibles, concentrates and vape cartridges taking up considerable market share, flower’s stronghold still remains. In states like Oregon and Colorado, flower accounts for about 50% of all purchases made. On top of that, it’s important to note that many consumers enjoy flower alongside some of their other favorite products as well. For example, a person may have their favorite type of edible while also enjoying a joint of their favorite flower.

In an independent study conducted by JAEB Designs at an iBake social lounge in Denver, 95% of concentrate consumers said that they still consume flower regularly – the outliers in this case were heavy concentrate consumers who claimed to not feel strong enough effects from flower alone.

So, even though flower’s market share may be eaten into by concentrates, edibles and other products, it appears that it will continue being a consumer favorite. One more thing to consider is the increased popularity of home growing in legal states, too. More consumers are growing their own cannabis at home and turning to dispensaries for processed products like concentrates and edibles. This could account for the reduced market share of flower and provide an explanation as to why flower’s popularity is still high without any correlation to decreased sales.

Cannabis Industry Innovations

Cannabis consumers have been rolling, packing and smoking flower for years and, if current trends keep up, it’ll continue to be a favorite for the foreseeable future. But what keeps flower on the cutting edge of the consumer market? The answer is simple, innovation.

Both cannabis flower and the accessories created around it are evolving and becoming more advanced on a daily basis. From increased potency and selective breeding practices in flower to modern grinders, vaporizers, consumption devices and more, companies are always trying to make flower more exciting and appealing.


One of the most popular ways companies boost the appeal of cannabis is through accessorizing. If you’ve ever been to a head shop, you’ve likely seen the plethora of products lined up to complement your cannabis consumption experience and add a bit of modern flair. There’s literally a product for everything these days with a strong focus on convenience and portability.

Selective Breeding Practices

Even without accessories, cannabis flower is a captivating product that is constantly changing to meet the needs of the modern marijuana consumer. Nowadays, cultivators are able to create products that bring out the best qualities, making the dispensary experience far more robust and calculated than before.

It’s true, most cannabis today is stronger than it once was in the past, but that’s primarily because consumers were seeking more potent highs and effects.

Additionally, similar to the days of alcohol prohibition where the penalties were the same for a barrel of beer as they were for a barrel of whiskey, black market economics favored higher potency strains. After all, if you’re risking time behind bars, might as well get the most bang for your buck! This trend is a major factor in the increased potency we now see in modern cannabis strains.

Similarly, as the needs of consumers have evolved, many modern strains have been selectively bred to bring out other cannabinoids like CBD for maximum medicinal benefits. Doing so has allowed for many patients to experience much better treatment from their cannabis regimen. Additionally, selective breeding has also allowed for patients to dial in their targeted doses as they can consistently purchase products that will produce reliable effects.

Will Flower Remain on Top?

All things considered, it’s probably a safe bet to say that flower will be a favorite cannabis product for many years to come. And as companies continue to innovate in the accessories and breeding spaces, there is likely going to be more popularity than ever for flower in the near future.

There will always be a craze for the latest strains and flavors and, don’t forget, all of your favorite processed cannabis products have to come from flower in one way or another, too. Basically, as long as the cannabis industry is still standing, there will always be a demand for marijuana flower – and we’re completely fine with that!

What’s your favorite way to consume cannabis flower? Do you ever think it’ll stop being a consumer favorite?


Michael Walters Michael Walters

After graduating from the University of Wisconsin-La Crosse with a degree in Writing and Rhetoric, Michael started his journey in the cannabis industry managing content, communications, and technical writing for one of Colorado's largest dispensary chains. In 2016, Michael pivoted to the ancillary sector to become PotGuide's Content Manager and was responsible for overseeing all of PotGuide’s editorial endeavors and content marketing strategies. Now, Michael is PotGuide's Director of Content & Marketing, focusing his efforts toward new educational content and exciting media endeavors.

With a life-long passion for cannabis knowledge and education, Michael devoted himself to becoming a subject matter expert on marijuana at an early age. Now, Michael has worked in the marijuana industry for over four years helping break down negative stigma and promoting safe cannabis practices. An avid consumer himself, Michael has worked tirelessly to improve content marketing strategies for cannabis businesses and is devoted to creating meaningful content that is useful to a wide variety of marijuana consumers. Follow Michael on LinkedIn and Instagram for updates and insights.

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