Survey: 70% of cannabis users have never heard of terpenes

More than 70% of the people questioned do not know the terms "entourage effect" and "terpenes"

A new survey has found that many consumers still need help understanding basic cannabis concepts like THC and alternative distribution methods. 70% of respondents still did not know the terms " terpenes " and " entourage effect". Despite all the media and cultural attention given to cannabis as a “recreational” plant, consumers are still very much focused on wellness and medicine. Education remains essential to influence the purchases of current cannabis users and education must focus on the fundamentals.

According to a survey of Oasis intelligence, the number one source of product recommendations for cannabis users remains family and friends. A profile survey of the 'modern cannabis consumer' conducted by Oasis Intelligence found that 70% of respondents were unfamiliar with the terms 'terpenes' and 'entourage effect', despite recent efforts by the industry to commercialize these terms as differentiating elements.

Health, conviviality and physical activity: the new survey byIntelligence Oasis offers a complete profile of the modern cannabis consumer. Half of cannabis users turn to cannabis for medical and wellness reasons, not recreational reasons, and 1 in 5 makes no distinction between the two

Oasis Intelligence co-founder Laura Albers told The Fresh Toast that people in the industry “have a real advantage when it comes to understanding the plant from a scientific, regulatory and regulatory perspective. use, which is generally a requirement for stoners ”.

“However, when it comes to the average consumer, we find that the education needs are not about more advanced topics that the industry might prioritize - think terpenes, the small cannabinoids that are growing in popularity. or even to the endocannabinoid system "


Additionally, the cannabis consultancy firm found that half of consumers use cannabis for medical and wellness reasons, while one in five makes no distinction between consuming cannabis for health and well-being and for leisure.

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Almost half of consumers (48%) have last used cannabis with another person, partner or friend, and these connections seem to determine how consumers get their information, as 43% of those surveyed have said friends were their "number one" source for information on cannabis. In addition, one in four respondents said their last cannabis purchase was made by a family member - which is more than those who bought through a delivery service; 22% said a friend's recommendation was their “main driver” for trying a new product.

The company notes that brands and businesses “cannot overlook the power of this network effect” and suggests that the referral program “could have a significant impact” on harnessing the trust people have in their friends relatives and their families. Oasis notes that the study took place just before the coronavirus pandemic and that at that time friends and family "were a more likely source of cannabis purchases than delivery services."

Just over half of those surveyed (51%) said they turned to cannabis to treat their anxiety, while 44% use it to help fight depression and 31% for insomnia. Oasis notes that making health or wellness claims on cannabis products violates federal laws "but the payoff will be great" for companies that can both operate within the parameters of the guidelines. the Food and Drug Administration, in particular on CBD, "while letting it be known that they can be trusted for the benefits they bring to well-being."

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Survey figures:

  • Friends are the # 43 source (used by XNUMX% of consumers) for information about cannabis
  • 22% of respondents cite a "friend's recommendation" as the main reason for trying a new product
  • 25% made their last cannabis purchase through a family member - that's more than what they bought per delivery
  • 48% used cannabis for the last time with someone else (partner, friend, etc.)
  • About 75% of people are unfamiliar with the terms “entourage effect”, “endocannabinoid system” and “terpenes”.
  • The topics people want to learn the most about are the products available, followed by the CBD: THC ratios.
  • Outside of their social media, people prefer to learn about cannabis and cannabis products through online research and videos.
  • Dispensaries are the first place people like to learn, followed by YouTube
  • 48% consume cannabis entirely or primarily for medical or wellness reasons, while 19% make no distinction between medical or wellness use and recreational use
  • Anxiety (51%), depression (44%) and insomnia (31%) are the top medical and wellness concerns for which people turn to cannabis
  • The main brand values ​​that people are looking for are all related to the healing potential of cannabis: “Natural”, “Wellness”, “Relaxed”, “Medical”.

The stigma continues to decrease and cannabis users are no longer "locked in" and lonely, as was often believed. They actively discuss products with their friends and family, exchange tips and recommend each other.

Tags : educationPreventionterpene
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