Industry Insights: Cannabis Brand Loyalty vs Cannabis Product Loyalty

When cannabis consumers are willing to shop around, brand loyalty depends on diverse product lines, consistency, and storytelling.

Before legalization, cannabis consumers didn’t have much choice when it came to products. If they were lucky, their plug had a few options, but supply was often inconsistent making it difficult to develop loyalty. Even with dubious quality and origins, consumers had to buy what was available at the time. 

A legal market with considerable competition has improved many of these issues, but consumer loyalty is still slippery.

Mintel noted in 2024 that while consumers want high-quality products with specific effects, product accessibility is still king. “In a category where brand is less impactful compared to other CPGs, being consistently on shelves boosts visibility and gives consumers permission to feel loyal.”¹ Is this still true in 2025? Yes. 

Recent cannabis consumer survey data found that 60.2% of consumers didn’t care about brand and made purchasing decisions based on what the product had to offer. Additionally, 80.4% would buy similar products from another brand if their preferred brand wasn’t in stock.² So, how do brands promote loyalty when customers are so willing to shop around? 

The key is diverse product lines, consistent experiences, and effective storytelling. Learn more about consumer loyalty challenges and strategies for becoming a preferred cannabis brand in a competitive market.

U.S. Cannabis Market Issues Impacting Consumer Loyalty

Marketing restrictions obviously make it more difficult for brands to attract new customers and build recognition, but three significant contributors to loyalty woes across the U.S. market are price sensitivity, regulatory fragmentation, and inconsistent product quality.

High taxes, regulatory fees, and production costs already make legal cannabis products expensive. Add that to consumers who want to get the most for their money at a time when the dollar is worth less and less, and it’s no surprise people are willing to switch brands or dispensaries to find a better deal.

Regulatory fragmentation is particularly problematic and has a downstream effect that hobbles the quality, consistency, and availability of products across the entire market. Each state operates with its own set of regulations, meaning they may have different cultivation and processing requirements. That’s why products purchased in one state can be completely different from similar products purchased in another state, even when they’re from the same brand. 

A strain from the popular brand, Cookies, in one state might look, taste and feel different in another — thanks to different growers, manufacturers and even regional regulations. This inconsistency is a loyalty killer. When consumers can’t rely on a brand to deliver the same experience every time, they’re more likely to switch brands. For brands, this creates a vicious cycle of having to constantly compete on price.

Why Cannabis Faces a Customer Loyalty Problem and How the Industry Is Solving It

Rolling Stone³

The Signature Series contains the world’s only licensed and official terpene profiles of legendary cannabis. Created in collaboration with the best cultivators, they capture the signature version of their flower’s flavor and aroma so YOU can offer customers the most authentic, consistent experience of cultivars like Jack Herer, Bacio Gelato, and 24K Gold.

Cannabis Product Loyalty: Consumer Experience is King

When it comes to recognizable cannabis brands, your average consumer can probably name a handful. However, they’re more likely to quickly name off which product types and experiences they enjoy. 

Kate Stevenson, Director of Client Strategy at the Brightfield Group, told MJBizDaily that, “Branding is still developing as a purchase driver in the cannabis industry. Most consumers think about the product itself before the brand when making a purchase decision.”

For example, a novice consumer who doesn’t like to smoke and wants a relaxing candy-like product will likely be drawn to gummies marketed as “peaceful.” Conversely, consumers who’ve used cannabis for years and want fast-acting, stimulating products with lots of gas might want vape pens infused with iconic gassy cultivars like Super Sour Diesel or Acapulco Gold.

Non-inhalable products, like edibles, are a practical option for consumers wanting accessibility, discretion, and convenience with a variety of flavors. They’re also a prime example of how product loyalty often wins over brand loyalty.

In 2024, Mintel found that less than 30% of edibles consumers were willing to go out of their way to find their preferred brand, and that while overall format (24%) does influence trial, it wasn’t as significant as features like flavor (47%) and health benefits (33%).⁴ 

With these things in mind, it’s easy to see why someone might simply opt for a similar product from another brand when a preferred item is unavailable.

Using Cloudburst Series flavor technology, Gellies were designed to infuse gummies with the maximum amount of flavor. We use exotic flavor compounds natively found in cannabis to complement that natural dankness instead of clashing. Whether it’s live resin, distillate, rosin, or even decarbed flower, Gellies pair perfectly every single time.

Cannabis Brand Loyalty: Diverse Products, Consistency, and Storytelling

Despite convincing evidence that product loyalty wins out over brand loyalty, Stevenson explained to MJBizDaily that brands are not entirely 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.”

So, if consumers care more about format, effects, and flavor, how do cannabis brands develop that loyalty, or at least become a preferred brand? While robust cannabis loyalty programs can incentivize purchases, the type of loyalty that leads to higher customer lifetime value requires product lines designed with customer preferences in mind.

With that in mind, it makes sense to offer a diverse range of product formats, effects, and flavors. Think of it this way. If you only sell vapes, you won’t get business from those who prefer edibles. If you only offer candy-forward flavors, you won’t appeal to those who like dank and gassy. 

A diverse product line attracts diverse consumers, but that’s only half the solution. How do you attract customers AND build loyalty?

Offering consistent flavors and aromas across product types helps encourage current customers to try formats they might not otherwise purchase. A best-selling gummy flavor, for example, can encourage gummy customers to try a vape in the same flavor. Creating a product line that’s easy to navigate with consistent flavor and effect experiences helps inspire repeat purchases and new product trials. 

Now, you’ve attracted new customers and they’ve tried several products. How do you turn a few transactions into loyalty? This comes down to creating a brand story. MJ Biz Daily explains, “Companies that succeed in carving out brand loyalty are often those that pair strong product delivery with storytelling that resonates beyond the shelf.”

What does that storytelling look like? While appealing visuals and packaging are certainly part of that, storytelling in the cannabis market is experiential. That means an emphasis on effects, occasion, and flavor. One successful example of this comes from Cresco Labs’ brand Good News. 

Their product line includes gummies, vape pens, pre-rolls, and cartridges that quickly communicate to consumers what experience they’ll have via occasion-specific product names and associated flavors. Why does this work? It gives customers a sense of “who” the brand is, quickly tells current and new customers what experiences they’ll get, and fool-proof navigation makes customers more likely to try new formats. 

When you combine a diverse product line with consistent quality and effective storytelling, it’s easier for customers to recognize, trust, and give their loyalty to a brand.

The Native Series is a collection of true-to-type botanically derived terpene profiles that taste and smell exactly like the original cannabis material… without the cannabis. That means they’re legal worldwide, they’re ALWAYS consistent, and they’re actually affordable. 

Abstrax Tech | Grow Brand Loyalty With A Cohesive Flavor Story

Whether you’re expanding your portfolio to include gummies and vapes or  chocolates and pre-rolls, we’ll help you formulate products that tell your unique flavor story and grow customer loyalty.

Have a signature flavor? Want custom experiences? Cultivar-specific aromas? With our expert formulation assistance, our innovative Gellies collection, and our high-intensity Cloudburst Technology, we’ll help you deliver an aligned flavor experience across multiple applications.

Schedule a free consultation with our formulation experts and build a cohesive line of products that tells your story and grows your business.

1. Scott, Michelle. (2024, October 17). Cannabis in Food and Drink – US – 2024. [Market Report]. Mintel. https://www.mintel.com/

2. Long, A. (2025, September 9). Are Cannabis Consumers More Loyal to Brands, or Products?. MJBizDaily. https://mjbizdaily.com/are-cannabis-consumers-more-loyal-to-brands-or-products/

3. Su, P. (2024, December 6). Why Cannabis Faces a Customer Loyalty Problem and How the Industry is Solving It. Rolling Stone. https://www.rollingstone.com/culture-council/articles/why-cannabis-faces-customer-loyalty-problem-how-the-industry-solving-it-1235193580/

4. DiGirolamo, Vince. (2024, December 31). Cannabis Retail: Positioning and Marketing – US – 2024. [Market Report]. Mintel. https://www.mintel.com/

Appeal to Consumers with Consistent Flavors & Aromas

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Caramel Apple is the perfect way to welcome the autumn season. The crispness of tart juicy apples combines with milky ribbons of warm buttery caramel for a sticky sweet treat best enjoyed while the leaves change colors.

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A child of Tangie and Kosher Kush, 24K Gold introduced the world to "Tangie Gas". Bred by DNA Genetics, one of the most awarded and influential names in cannabis history, this profile honors the legacy of California flavor that changed cannabis forever.

SHOP Bacio Gelato

Out of the tens of thousands of cultivars we’ve analyzed, Bacio Gelato reigns supreme as the gassiest strain ever measured. Created in partnership with Mario Guzman of Sherbinskis, this is the world’s only authentic and official Gelato terpene profile.

SHOP Blue NRDZ

You might guess the name by the smell alone. Thanks to those sweet, sweet genetics, Blue NRDZ delivers an overwhelmingly candy-like aroma that’s berry-forward, minimally gassy, and impossible to resist.

SHOP Pinata Guts

Pinata Guts is exactly what you hope for after cracking open that candy-bloated papier-mâché monstrosity. Enjoy the festive rain of tropical sweet citrus and berries paired perfectly with loud, dank earth.