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Here's Why Terpenes are the World's Most Marketable Compound


In addition to adding great flavor, aroma, and effects, terpenes can change the conversation surrounding your products for the better. Read on and discover why terpenes are the world's most marketable compound. 

Let’s talk about marketing your products for a moment. As an entrepreneur, you’re likely familiar with the 80/20 rule (80% of your time should be spent on marketing). Well, we have a secret for you-- your infused products already contain one of the most marketable compounds on earth. We’re talking about terpenes!

If this is news to you, you’re not alone. In today’s world, consumers are concerned about what goes into their products. Luckily, terpenes are one of the most natural ways to enhance the flavor, scent, and effects of your products. That means rave reviews and a dedicated brand community. Read on and discover why terpenes are the world’s most marketable compound.

Reading Time - 5 min


Here’s Why Terpenes are the World's Most Marketable Compound

In a hurry? Here’s the short version of what we’ll cover today…

  • Terpenes are the hydrocarbons found in most plants that give them their distinct flavor, scent, and effects. 
  • Now, more than ever before, consumers are concerned with the ingredients in their products. Terpenes are a natural source of flavor and aroma that can actually boost the effectiveness of consumer products. 
  • Another useful aspect of terpenes is that they can help conjure fond memories for nostalgia-based marketing strategies. 
  • Not only do terpenes create phenomenal taste, scent, and effects, they can change the conversation surrounding your products for the better. 


What Are Terpenes?

Terpenes are distinct molecules, each with their own aroma and taste. If you already use terpene extracts in your products, then your customers are already experiencing the terpene profile that sets your products apart. Why not capitalize on this in your marketing?

The shift in the public’s mindset surrounding certain compounds and their benefits over the past decade can be traced to a number of factors. Most recently, 2020 forced many consumers to examine their values and their buying habits. Not so surprisingly,  terpenes have played a powerful role in getting people onboard.

What Makes Terpenes So Marketable?

It all comes down to diversity. Because of the diverse collection of extractable terpenes available, each product you push to market can be targeted towards a different niche audience.

Terpenes also give you the ability to promote a wide range of benefits to your customers. You can push the anti-inflammatory and antibacterial aid of myrcene, humulene, and alpha-pinene. Or how Linalool can be used to fight depression and anxiety. Perhaps the most marketable aspect of terpenes is just that they actually DO enhance the effectiveness of your products. 


how to market terpenes


For Example--Terpenes Can Boost the Effectiveness of Sleep-Aid Products

In 2016, Consumer Reports published an article citing a major sleep study. The study, which included over 4,000 US adults, had one striking conclusion: an estimated 68% of Americans struggle to fall asleep at least once per week. That adds up to more than 168 million people around the country -- this is by no means an isolated chunk of the population.

Now, not all of those people are on an avid hunt for a sleep aid. But you can still use this statistic to your advantage. One of the most marketable aspects of terpene-infused products is their ability to help users get a good night’s sleep. Myrcene and Terpinolene are the big players in this regard. When taken in the evening, they can help to ease someone’s mind and promote the level of calming sedation needed for a solid night of rest.

Infusing your products with α-Pinene, α-Terpineol, Phytol, or Limonene can have a similar effect. Various terpenes serve as muscle relaxation agents, and in some cases can even help a person fall asleep faster.

Terpenes Can Also Conjure Happy Memories For Nostalgia-Based Marketing Strategies

Let’s try a quick experiment. Think of your favorite holiday. Note what first comes to mind as you relive the experiences that make it so special -- the smiles of your kids as they rush towards the Christmas tree, perhaps, or the emotional trigger of watching fireworks on the Fourth of July.

Odds are high that part of your memory of this holiday involves the smells associated with it. There’s nothing quite like the aromas of Thanksgiving dinner or of a freshly cut Christmas Tree standing in the living room.

Smells are recognized and remembered by the same part of the brain which houses strong emotions. The amygdala is triggered by the Christmas-like piney smell of pinene and the citrusy aroma of limonene in the same way.

When you use strategic terpene profiles in your products, you can “activate” those same emotions. That’s why marketing a product with its terpene profile helps customers associate your products with happy memories. When it comes to marketing, there’s nothing better than positive association!


how to market terpenes


Change The Conversation Surrounding Your Products with Terpenes

No matter how popular certain products may be, there will always be part of the population that refuses to try them strictly because of long-standing negative connotations. That’s why marketing to this crowd is so tricky. Fortunately, we have terpenes on our side. Terpenes are found in a wide variety of plants (and even some insects), including ones that are common in mainstream society -- pine trees, citrus fruits, etc.

Because of this, marketing a terpene-infused product doesn’t have to be associated with their negative connotations. Abstrax uses a botanical terpene extraction process which is entirely based on harvesting from entirely legal plants such as cloves, citrus, lavender, and even pine needles. This means customers can rest assured knowing your products are infused with high-quality terpenes. 

We love this industry. That’s why we want innovators like you to have the necessary tools and information to continue growing and thriving. Contact us today if you have any questions about our products and don’t forget to follow us for all the latest updates.


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