There’s a renaissance happening in the world of cannabis products, due in large part to the growing trend of legalization across the country. As new markets come online, consumers are demanding new types of products. In markets which are legalizing, the fastest growth demographics are among women and adults over 50.
In response to these growing customer segments, cannabis operators are responding with innovative types of products. Largely gone are the days of plastic baggies filled with non-descript marijuana. Almost all legalized states require lab testing results to be included on product labels and there is a growing understanding of the role various cannabinoids and terpenes play in dictating the effects of marijuana.
The rapid evolution of cannabis products serves an expanding base of customers who seek out everything from unadulterated flower to cannabis-oil infused lip balms. Here, we’ll examine some of the newer types of products emerging in the industry.
The infused beverage market has shown a great deal of growth in the last two years. This has been especially evident in the market for cannabidiol waters and sports drinks. Cannabidiol, often referred to as CBD, is the second-most common cannabinoid in cannabis and is non-intoxicating. CBD has been used to reap the medicinal benefits of cannabis without the intoxicating effects associated with other cannabinoids like Tetrahydrocannabinol (THC). CBD’s ability to alleviate pain and inflammation has made it an invaluable source of relief to many, from the weekend warrior with sore muscles or older patients looking for an alternative to treat chronic pain. It has also shown great promise in treating seizures and epilepsy conditions.
Several cannabis companies have developed CBD water products to help make it easier for consumers to get reliable dosing of CBD. One manufacturer, CBD Living Water, has worked to develop proprietary technology to help improve the bioavailability of the CBD in their products. CANNAKI Premium CBD Water makes CBD water and water infused with THC. Finally, professional Motocross rider, Tyler Bereman, collaborated with Gen X to create a new line of CBD water that is intended to treat sports injuries.
CANNABIS MINTS AND GUM
Edibles now go far beyond the familiar “weed brownie” that many associate with the segment. For instance, Milo Confections developed Betta Mints, breath fresheners infused with 5mg to 20mg of THC per mint. Also in the mint category, Pure Ratios developed a line of lozenges formulated with a time-release system that provides the CBD and/or THC effects over a sustained period of time.
In the gum space, Chill Gum and High Balls each have chewing gum infused with cannabinoids. High Balls reinvents the classic childhood candy by infusing THC into a vegan-friendly, gluten-free gumball, while Chill Gum uses hemp derived CBD for 10mg of CBD per cool mint gum tablet.
Several operators have looked to formulating blends of cannabinoids and caffeine to make cannabis-infused coffee and teas with the intention of removing the nervous agitation that often transpires after a cup of caffeine. Canyon Cultivation’s coffee is made with Guatemalan beans and a low dose of 10mg of THC per bottle. Jane’s Brew makes bottled gourmet teas in green tea, sweet tea, and tropical passion tea flavors, each infused with 100mg of THC. Pot-O-Coffee has provided a similar product, though they haven’t limited themselves to coffee and have included green tea and hot chocolate options. Additionally, Pot-O-Coffee are marketing to consumers who prioritize convenience by developing K-Cups for their cannabis-infused beverages.
The U.S. pet medication market has surged in the last four years and is expected to bring in $10.2 billion in revenue by 2018. Operators are capitalizing on the expansion with cannabis-based pet medicines and treats that aim to be a natural, noninvasive solution to animal ailments.
Treatibles and Serena Pet make pet medicines and treats with hemp-based CBD that include specific dosing instructions for a range of ailments. Perhaps most notable of the pet medicine brands is VET CBD, a California-based company and product created by Dr. Tim Shu, a veterinarian who makes it his mission to advocate cannabis’ effectiveness as an alternative to traditional prescription medications. Where VET CBD differs is in their use of whole flower, rather than hemp based, CBD to make their lab tested tincture.
Note: Veterinarians are not allowed to sell or prescribe cannabis directly to pets. Pet owners still need to get a cannabis recommendation themselves and then buy cannabis-infused pet products from a local retailer.
WELLNESS AND BEAUTY
Similar to operators in the marijuana industry, beauty and wellness companies are experiencing rapid change in their own industry, as well. This shift makes for a consumer base that is ready for a cannabis and wellness co-evolution that will produce a number of products that aim to provide pain-relief and bodily relaxing properties with the aid of cannabinoids and terpenes.
Consumers with a desire for inexpensive beauty products that are both luxurious and provide a general sense of wellness have an array of choices with brands like Gemstonz, Made from Dirt and Forbidden Leaf, who each make an array of lotions, lip balms and hand soaps. Papa & Barkley focuses more on health, with products that target pain relief with “Releaf” tinctures, massage oils and transdermal patches that slowly release cannabinoids for up to 12 hours.
De La Beuh’s marketing lies at the crossroads of wellness and beauty with bath bombs that promise to “heal while your bathe” and “give you a spa experience in your own bathroom.”
Nicolas Gonzalez-Podesta is the Director of Science and Education at Weedmaps. He directs Weedmaps’ educational initiatives and works with a range of professionals including scientists, government officials and educators. Weedmaps is the world’s largest marijuana technology company working with enterprises, governments, and consumers to provide the leading cloud platform to power the marijuana industry.