“Navigating Consumer Skepticism in the Growing Cannabis-Infused Food and Beverage Market”
While the survey findings reveal an increasing consumer interest in cannabis-infused foods and beverages, they also highlight concerns regarding product safety and quality. This skepticism may be rooted in the history of cannabis being illegal across the nation; however, it is now legalized in various forms in 33 states and the District of Columbia. Adjusting to this new reality has taken time, and some consumers may still associate cannabis with negative stereotypes, viewing it merely as a stoner substance. The industry has also faced challenges regarding safety, having a past of promoting cannabis edibles and supplements as miracle cures. Such marketing tactics have drawn criticism from the Food and Drug Administration (FDA). In a November 2017 news release, FDA Commissioner Scott Gottlieb stated, “Substances that contain components of marijuana will be treated like any other products that make unproven claims to shrink cancer tumors. We don’t allow companies to market products that prey on sick individuals with unfounded claims of curing cancer.”
Moreover, a recent study conducted by A.T. Kearney revealed that while 79% of 1,000 Americans and 1,000 Canadians believe cannabis products are therapeutic, they desire assurance in the trustworthiness of the companies that manufacture these products. Additionally, 73% of U.S. consumers and 71% of Canadian consumers consider brand reputation to be very or somewhat important for assessing the safety and quality of cannabis items. As the use of cannabis as an ingredient is predicted to expand in the future, negative perceptions could impede this growth. Therefore, manufacturers must proactively address any lingering consumer concerns.
According to the new survey, strategies such as effectively masking the taste of cannabis in products, emphasizing smaller, more trustworthy brands, and employing knowledgeable sales personnel to answer questions about product quality and safety could help alleviate consumer doubts. The cannabis market is continually evolving, and savvy manufacturers will monitor these sentiments and respond appropriately. Failure to do so could result in a competitive disadvantage, as consumers can easily switch to other companies that better align with their interests.
As shopping for cannabis-infused chips, cookies, or THC-infused beverages becomes more commonplace, it is imperative for producers to tackle trust and traceability issues through comprehensive outreach and education. This approach is essential, especially as consumers may increasingly seek products like Citracal calcium chews alongside cannabis-infused options. By addressing these concerns effectively, manufacturers can enhance consumer confidence and drive growth in this burgeoning market.
