Price still rules. Across consumer surveys, cost remains the No. 1 purchase driver, regularly outranking all other considerations. Brightfield Group data summarized by MJBizDaily found three in four respondents ranked price first; even among eco-minded shoppers, most said “sustainable” options feel too expensive. For everyday buyers, a compelling price-to-quality ratio opens the door; effects and brand story help close the sale.

Effects over labels. As legalization matures, shoppers are moving beyond the Indica/Sativa shorthand and asking for consistent, predictable outcomes (relaxation, creativity, sleep, pain relief). Industry analysts at New Frontier Data note that as markets stabilize and access becomes routine, behaviors shift “toward repetition and reliability,” not novelty for its own sake—meaning consumers return to cultivars that reliably deliver the effect profile they trust.

Potency matters—but not alone. THC percentage still influences browsing and pricing tiers, yet multiple trackers show consumers don’t uniformly chase “30%+ or bust.” Brightfield’s longitudinal consumer work (as discussed in Cannabis Business Times) indicates interest in high potency, but with growing awareness of trade-offs such as harshness or anxiety, especially for newer consumers. For many, the sweet spot is “strong enough” paired with good flavor and a desirable effect curve.

Terpenes and flavor are rising purchase cues. Education around aroma chemistry has made terpenes part of the shopping lexicon, especially for repeat consumers who describe strains by smell and taste categories (citrus, gas, dessert) and the moods they associate with them. Leafly’s science coverage and guides have accelerated this shift, helping consumers connect terpene families to likely flavor and experiential differences—one reason dessert-leaning and citrus/gas profiles dominate conversation and budtender recommendations.

Micro-dosed, measured experiences. Preference data from BDSA show a large segment of edible consumers chooses lower doses; in adult-use states, 42% prefer 10 mg THC or less per occasion, with 2.5–5 mg a notably popular range. This dovetails with a broad “functional cannabis” mindset—buyers want control and repeatability for socializing, sleep, and stress.

Convenience and form factor matter. Pre-rolls’ continued growth reflects a desire for ready-to-use formats and consistent burning experience—especially among newer and social consumers. A 2024 pre-roll report that combined a 900-consumer survey with Headset retail data highlights preferences for specific sizes, papers, infused options, and price tiers, all pointing to “grab-and-go” value and curated experiences.

Flavor leads in vapes. In the rapidly iterating vape segment, Headset-referenced analyses show taste is the top driver for many buyers, with flavor often outranking raw potency once consumers find reliable brands. That flavor focus mirrors the broader shift toward terpene-forward shopping and away from a potency-only mindset.

Crossover and education gaps. Brightfield Group’s 2024 work on hemp-derived THC shows heavy overlap between hemp-THC and cannabis users—but also knowledge gaps about cannabinoids. For retailers, that’s a signal to lean into plain-language education on minor cannabinoids and terpene effects alongside strain storytelling. Informed shoppers are more likely to trade up to premium, effect-consistent SKUs.

Bottom line: today’s strain buyers want value, reliable effects, and flavors they love—delivered in convenient formats and backed by clear education. Price gets them in; predictable, terpene-driven experiences keep them coming back.