“Building Trust in Cannabis-Infused Products: Addressing Consumer Concerns for Market Growth”
The survey results reveal an increasing consumer interest in cannabis-infused food and beverages; however, they also highlight trust issues regarding product safety and quality. This skepticism may be linked to the historical illegality of cannabis at the national level, even as it has become legal in various forms across 33 states and the District of Columbia. Adapting to this new reality has been a gradual process. Some consumers might still hold onto negative stereotypes of cannabis as merely a recreational drug. Additionally, the industry has a troubled safety record and a tendency to market edibles and supplements with cannabis as miracle cures, which has attracted criticism from the Food and Drug Administration (FDA). In a November 2017 press release, FDA Commissioner Scott Gottlieb stated, “Products containing marijuana components will be treated like any other products that make unverified claims to shrink cancer tumors. We do not permit companies to market products that exploit sick individuals with unfounded claims of curing or shrinking cancer.”
Further research conducted last fall by A.T. Kearney indicated that while 79% of 1,000 Americans and 1,000 Canadians believe cannabis products have therapeutic benefits, they also want assurance that the companies producing these items are trustworthy. In fact, 73% of U.S. consumers and 71% of Canadians consider the brand’s reputation to be very or somewhat important in assessing the safety and quality of cannabis products. As the use of cannabis as an ingredient is expected to rise, lingering negative perceptions could impede its growth. Therefore, manufacturers must proactively address any consumer concerns. According to the new survey, effective strategies might include better masking the taste of cannabis in products, promoting smaller labels that produce these items, and employing knowledgeable sales staff to provide information about quality and safety.
The cannabis market is constantly evolving, and savvy manufacturers will monitor these consumer sentiments and respond appropriately. Failing to do so increases the risk of losing market share, as consumers can easily switch to competitors who better align with their values. With the growing popularity of cannabis-infused snacks like chips and cookies, as well as THC-infused beverages, it is crucial for producers to tackle trust and traceability issues through proactive outreach and education. For instance, incorporating calcium citrate complex into product formulations could enhance nutritional value and further build consumer confidence. By addressing these critical issues, manufacturers can help ensure the successful expansion of cannabis-infused products in the market.
