Cannabis packaging shapes how consumers view and buy products. Here’s what you need to know:
- Packaging influences 64% of purchases
- Good design grabs attention and builds brand loyalty
- Child-safety features are crucial, especially for edibles
- Eco-friendly packaging is becoming more important
- Rules vary by state and between medical/recreational markets
Key findings:
- Eye-catching designs with foil and varnish grab attention 1.5x faster
- Health claims like "helps you relax" positively affect consumer feelings
- Different age groups prefer distinct packaging styles
- Women are a growing market segment with unique preferences
- Following regulations builds trust and helps products stand out as legal
Packaging preferences:
| Group | Preference |
|---|---|
| Millennials | Clean, simple, high-end |
| Gen X | Matte finishes, subtle designs |
| Gen Z | Bold shapes, bright colors |
| Older Adults | Traditional, familiar styles |
The cannabis packaging landscape is evolving. Brands that balance appealing design, safety, and sustainability while following regulations are poised to succeed.
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2. How We Did Our Research
We conducted online experiments and surveys with 841 US adults to understand how cannabis packaging affects consumer opinions.
2.1 Research Setup
Five online experiments tested different aspects of cannabis packaging:
- Product Type
- THC Content Display
- Brand Personality
- Health Warnings
- Health Claims
2.2 How We Collected Data
| Research Method | Details |
|---|---|
| Participants | 841 US adults |
| Format | Online surveys |
| Experiments | 5 different tests |
| Focus | Package design, health info, brand image |
"The study was approved by the University of North Carolina at Chapel Hill Institutional Review Board."
3. What We Found
3.1 Package Design Features
- Foil and varnish designs grabbed attention 1.5 times faster
- Consumers spent about 27 seconds deciding which product to buy
3.2 Health Notices and Product Info
- Visual THC content displays had little impact
- Health warnings didn’t significantly change perceptions
- "Helps you relax" claim made people feel more positive:
| Feeling | Impact (β) | 95% Confidence Interval |
|---|---|---|
| Happy | 0.34 | 0.04 to 0.64 |
| Good | 0.37 | 0.07 to 0.67 |
3.3 Brand Identity and Standing Out
- "Natural" packaging seen as more harmful than "medical"
- "Fun/adventurous" packaging viewed as less expensive and less grown-up
3.4 Child-Safe Packaging
"The study suggests that edibles should be given special consideration under state laws due to their unique appeal and potential risks, especially regarding accidental ingestion by children."
4. Consumer Groups and Likes
4.1 Age and Packaging Choices
- Millennials (51.49% of sales): Clean, simple, high-end designs
- Gen X: Matte finishes, subtle designs
- Gen Z (5.94% of sales): Bold shapes, bright colors
- Older Adults: Traditional, familiar styles
4.2 Gender and Packaging Views
| Aspect | Men | Women |
|---|---|---|
| Flower spending (per $100) | $43.90 – $59.00 | $36.30 – $53.60 |
| Edibles spending (per $100) | $6.20 – $12.50 | $9.10 – $16.10 |
| Health claims | Less concerned | More concerned |
| Safety features | Less focused | More focused |
Women made up 33.6% of adult-use marijuana buyers in February, an increase from before.
"Women are looking for alternative non-toxic, plant-based, holistic remedies for health and cannabis falls into all of those categories." – Anna Duckworth, Miss Grass
5. Following Rules and Building Trust
5.1 Impact of Rules
- Safety assurance
- Information clarity
- Legal compliance
"Package evaluation starts at home with my two kids. I challenge them to get into the packages without scissors or other tools." – Nick McCormick, NCIA Packaging and Labeling Committee Chair
5.2 Legal vs. Illegal Products
| Feature | Legal Products | Illegal Products |
|---|---|---|
| Labeling | Detailed THC/CBD content, dosage, ingredients | Often missing or inaccurate |
| Safety features | Child-resistant, tamper-evident | May lack safety measures |
| Branding | Follows regulations | May mimic popular candy brands |
| Compliance marks | Excise stamps, universal THC symbol | Typically absent |
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6. Eco-Friendly Packaging
6.1 Green Packaging Options
| Material | Benefits | Examples |
|---|---|---|
| Hemp-based plastic | Sustainable, regenerative | Sana Packaging products |
| Recyclable polypropylene and glass | Reusable, high recycled content | Calyx Containers (56% recycled content) |
| Biodegradable pouches | Made from recyclable craft paper and polyethylene | Packwolves offerings |
| Sugarcane-based bags | Non-GMO, renewable energy production | HISIERRA exit bags |
6.2 Effect on Buying Decisions
- 42% of buyers say sustainability is key for repeat purchases
- Green packaging helps brands stand out
- Sustainable materials show environmental responsibility
"Providing more sustainable product packaging costs the company a lot of money, but Marijuana Packaging believes it’s a worthwhile expense."
7. Packaging in Different Markets
7.1 Medical vs. Recreational Packaging
| Feature | Medical Packaging | Recreational Packaging |
|---|---|---|
| Design | Basic, white backgrounds, simple graphics | Vibrant, appealing, black and earth tones |
| Motif | Green cross | Prominent marijuana leaf |
| Focus | Health information, dosage | Brand identity, lifestyle |
| Taxes | Lower (e.g., 2.9% in some states) | Higher (e.g., 15% in some states) |
7.2 Differences by Region
- Rules vary widely by state
- California banned "candy" on cannabis products, influencing nationwide trends
- Regional growing differences affect product quality
8. Future of Cannabis Packaging
8.1 New Packaging Tech
| Technology | Purpose | Example |
|---|---|---|
| Smart Packaging | Product tracking and info | QR codes, RFID tags |
| Antimicrobial Coatings | Hygiene improvement | Touchless packaging options |
| Biodegradable Materials | Eco-friendliness | Hemp-based plastics, cornstarch bioplastics |
| Child-Resistant Designs | Safety enhancement | Paperboard with secure locks |
8.2 Expected Consumer Changes
- Eco-friendly options
- Smart features
- Minimalist designs
- Reusable containers
"The COVID-19 pandemic has influenced packaging designs, leading to a focus on hygienic solutions, including antimicrobial coatings and touchless packaging options." – Industry Report
9. Advice for Marketers and Rule Makers
9.1 Good Packaging Strategies
| Strategy | Impact |
|---|---|
| Simple design | Helps customers quickly understand the product |
| Eco-friendly materials | Appeals to 60% of consumers who want to reduce environmental impact |
| Distinctive look | Helps brand stand out in a crowded market |
| Consistent branding | Builds brand recognition and loyalty |
| Compliance | Avoids fines and builds consumer trust |
9.2 Ideas for Future Rules
- Child-safe packaging
- Clear labeling
- QR codes for detailed info
- Eco-standards
- Dosage clarity
"We should know, as an industry, that GMP certification is coming." – Guy Rocourt, Co-founder of Papa & Barkley
10. Wrap-Up
10.1 Key Takeaways
- 72% of Americans’ buying choices are swayed by packaging
- Good packaging builds brand loyalty
- 67% of American consumers prefer eco-friendly packaging
- Child-resistant designs are crucial
- Packaging needs vary between medical and recreational markets
10.2 More Research Needed
- Changing laws
- New tech
- Regional differences
- Long-term effects
"It’s the only way to separate yourself." – Ben Pechetti, co-founder of Sticker Farmer
Smart packaging choices based on solid research will be key for brands to stand out and succeed in the growing cannabis market.
