Does ‘THC work’ Mov cannabis past potency race?

For years, THC percentages have provided pricing, visibility and bragging rights down the Cannabis Supply Chain from seed to sale.

But as operators seek to break the cycle of thc addiction and consumers look for clarity, focus and calm over the highs of lockdown, “active thc” is emerging as the next legal industry standard.

Cannabis advocates have tried to show consumers that the percentage of THC is a very good problem for the quality of the product and even the results – without much success.

But now, inspired by the culture of well-being, the popularity of microdosing and the rational generation, the active thc movement is driving manufacturers to design products in measurable quantities.

Brands like Level in California and Eaton Botanicals in New York are helping to define what “effective” means.

“Demand for performance-enhanced products has continued to rise,” said Chris Emerson, CEO of Level, an edibles company that markets tablets for specific activities such as sports.

“The market is moving away from generic ‘This will relax you’ sales to formulations that deliver unique, repeatable experiences with cannabinoid ratios and dosage,” he added.

The move to “active thc” also shows a maturing market, where consumers are finally rethinking the benchmark for quality.

Consumers buy how they want to feel, not how much they can get

Whether you can trust the numbers or not – and according to many watchdogs, you can’t – the data shows the average Thc levels in the US cannabis flower have risen sharply over the past several years.

That shows how potency has taken out the roost. But that mindset is changing.

According to the BSSA, cannabis beverages and low edibles, with their predictable onset and variable effects, are among the fastest growing product categories for Cannabis retailers.

Observers say this shows consumers want a more controlled experience. They want the same kind of reliable performance they expect from caffeine or supplements.

Dan Dolgin, founder of Eaton Botanicals, sees the same trend in stores.

“We see customers won’t buy anything else if they get a product that works,” he said. “They don’t chase, they chase trust.”

To accommodate this trend, retailers such as Alta Nyc in Manhattan are also taking over selling around results rather than severity or quality of thc.

How products are made work

To avoid a potency race, cannabis product makers are treating composition less as flavor art and more as chemical composition.

“The effectiveness of thc is not one molecule or one dose, said Emerson of the level. “It is the correct form of THC, in a reliable matrix, for a while.”

The level development process combines dynamic feedback, peer-reviewed research and advanced machine learning to assess the onset, peak, and tail, favoring repeatable, simple profiles, it says.

Meanwhile, Eaton Botanicals is developing low-dose gummies infused with adodegens – plants and mushrooms associated with positive effects – and botanicals in collaboration with Indigo Wellness partners.

“We give them the result, and they help us identify the right ingredients – but more importantly, the right doses,” said Dolgin.

Each batch is tested not for compatibility but for taste, dosage integrity and consumer response, which often requires four or five variations before the team has the final formula.

Selling the idea, Eaton Homets BudTender training and farm visits help employees connect ingredients to their intended results.

“Education is the most important thing we can do,” Dolgin said.

Sellers are catching on as consumers buy in spirit form, not milligrams

Evidence of the shift towards potency is now visible on retail shelves.

At ATTA, the products are organized by the desired effect: relaxation, relaxation, relaxation, focus, and vibe, a motivation inspired by the founder of Vanessa Yee-chan as a new consumer.

“I found stores organized by Brand or by way of use, but not the way you want to feel,” he said.

“At Alta, we wanted to make it simple and purposeful.”

“Vibe,” a division of Alta Sergy Energy, is driving the most traffic and multiplying visits, while the products of “relaxation” and “Chill” products See the highest purchase rates, said Yee-chan.

Law-based Skus, he noted, is sales based on outgoing structures because customers can be flexible. New buyers tend to start from scratch and build confidence, while veterans explore multiple formats that work.

“That crossover,” said Yee-chan, “improved integrity and capitalized on the total, showing that clarity around performance can translate directly into stronger sales.

Active thc is still waiting for science to catch up

The true practicality of the truth, but remains elusive.

Fragmented laws and limited research make education and standardized testing the most difficult parts of scaling, Emerson said.

Research on positive and predictable outcomes remains limited to the cannabis format, updated in 2019.

The cuts put pressure on games to deliver what they promise and on retailers to deliver results responsibly.

That reinforces why the relationship-based labeling and data creation of the following areas of competition.

Making marijuana more like tylenol than alcohol

The next competitive edge in Cannabis may lie in delivering products that perform predictably, batch after batch.

“The future of effective cannabis will depend on discipline – under promise, under trust, designed to be easy to enforce,” Emerson said.

For manufacturers, that means a strong R & D discipline: Proven measurements and transparent data on results.

For retailers, it’s about training sales teams by doing the work and creating menus that reflect how people actually buy.

Consistency and education will separate real progress from the noise in a crowded environment, Emerson said.

Eaton Botanicals’ dolgin agreed, calling the operation “a bridge to normal.”

He believes it will expand cannabis’ reach beyond traditional users.

“Active cannabis is reaching people who never thought it belonged to them,” he said.

“If it sounds like a safe, everyday alternative to things like sleep aids or painkillers, that’s what brings widespread acceptance — and intimacy.”