The legal cannabis industry does not have a shortage of products.
Walk into a dispensary in a mature market and consumers may encounter dozens of gummy flavors, vape formulations, concentrates, beverages and pre-rolls competing for attention. That abundance has turned cannabis product development into a discipline of subtraction: the question facing companies is increasingly less about what they can launch and more about what they should launch.
That shift is reshaping how cannabis brands build products — pushing the process toward consumer research and genetics selection, then formulation, manufacturing, packaging and marketing, in a more disciplined sequence than the industry’s earlier, faster-moving years.
