In most consumer packaged goods industries, brands drive decisions. Shoppers walk into a store looking for Coca-Cola, Nike, or Tide, and if those brands aren’t available, many will leave without buying.
Cannabis retail tells a different story. Here, product loyalty can often outweigh brand loyalty, and the distinction is shaping the way dispensaries and producers compete.
While some cannabis companies have made headway in building recognizable brands, many consumers are not yet loyal to logos, color palettes, or celebrity endorsements.
Instead, they remain loyal to products—the form, effect, and price that meet their needs.
Recent cannabis consumer survey data from the Brightfield Group, published in the newly released Q3 edition of the MJBizFactbook, shows that many consumers are willing to switch brands if their preferred option is unavailable, while only a small minority see all cannabis brands as interchangeable.
Brand beliefs of cannabis consumers
Cannabis consumers have a complex relationship with brands. Although many recognize and occasionally seek out specific names, purchasing decisions are often influenced by product type and availability, according to consumer survey data collected by the Brightfield Group in the first half of 2025 show.
Brand beliefs of cannabis consumers
Cannabis consumers have a complex relationship with brands. Although many recognize and occasionally seek out specific names, purchasing decisions are often influenced by product type and availability, according to consumer survey data collected by the Brightfield Group in the first half of 2025 show.
A vape cartridge shopper might prefer a certain brand, but if it’s not in stock, they’ll usually choose another cartridge rather than leaving empty-handed.
Within these categories, branding may play a role, but it is rarely the deciding factor. That makes cannabis product loyalty more powerful than brand loyalty in shaping baskets at checkout.
“Branding is still developing as a purchase driver in the cannabis industry,” said Kate Stevenson, Director of Client Strategy at the Brightfield Group. “Most consumers think about the product itself before the brand when making a purchase decision.”
According to Stevenson, 60% of cannabis consumers agree with the statement, “Cannabis brands don’t matter to me, I buy what the product has to offer.”
Even more, about 80%, say they’ll choose a similar product from another brand if the one they want is out of stock.
Still, Stevenson said, that doesn’t mean brands are irrelevant. “Only 30% of consumers believe all cannabis brands are pretty much the same. That tells us people do have preferences, or at least a roster of favorite brands they switch between.”
The key, she added, is for companies to remain visible and available on shelves. “Staying stocked and ensuring products meet consumers’ needs and preferred formats is essential for capturing attention in a market that’s still a relatively young CPG category.”
Read more at MIBizDaily
