Cannabis Trend Guide

growing trends Cultivating your vision into a brand that thrives

table of 01 CBD Surge . . . . . . . . . . . . . . . . . . . . . . . . . . .

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02 Delightfully Indulgent. . . . . . . . . . . . . . . . . .

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03 Vape Goes Viral. . . . . . . . . . . . . . . . . . . . . . . 13 04 Mood Marketing. . . . . . . . . . . . . . . . . . . . . . 17 05 Customers In Control. . . . . . . . . . . . . . . . . . 21 06 Craft Cannabis. . . . . . . . . . . . . . . . . . . . . . . . 25 07 Alternative Delivery . . . . . . . . . . . . . . . . . . . 29 08 Social Influence. . . . . . . . . . . . . . . . . . . . . . . 33 09 Earth Friendly. . . . . . . . . . . . . . . . . . . . . . . . . 37

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TREND 01

The 2018 Farm Bill legalized commercial hemp production in the U.S., setting up cannabidiol (CBD) products for a breakout year. Once restricted to dispensaries, CBD derived from hemp — marijuana’s THC cousin — can now be purchased in mainstream health stores and supermarkets.

Known to offer benefits for everything from sleep disorders to chronic pain, CBD products are expected to be a $22 billion market by 2022. Watch for CBD-based beauty aids, fitness merchandise, pet products and more to surge, fueled by celebrity endorsements and highprofile medical studies.

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surge

Watch for CBD-based beauty aids, fitness merchandise, pet products and more to

surge, fueled by celebrity endorsements and high-profile medical studies.

6 | Cannabis Growing Trends • CBD Surge

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TREND 02

Much like single malt scotch in the spirits category, luxury has found its place in the cannabis industry.

From lavish store environments and premium products to tech-forward customer service tools, wealthy cannabis consumers want premium experiences and are willing to pay for them.

Customers with advanced degrees, deep pockets and an eye for quality are a favorite target of dispensaries.

Cannabis marketers will continue to entice them through unique branding, packaging and purchasing experiences.

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delightfully

Cannabis marketers will continue

to entice wealthy cannabis consumers

through unique branding, packaging and purchasing experiences.

10 | Cannabis Growing Trends • Delightfully Indulgent

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TREND 03

As new methods of cannabis consumption emerge, consumer preferences are becoming clear. Last year in California, 30 percent of all cannabis sales were vapes — widely believed to be a healthier alternative to smoking.

Product advancements are underway that will make vape pens smaller, sleeker and easier to store. Expect California to yield even bigger vape sales this upcoming year.

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goes viral

Product advancements

are underway that will make vape pens smaller, sleeker and easier to store. Expect California to yield even bigger vape sales this upcoming year.

14 | Cannabis Growing Trends • Vape Goes Viral

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TREND 04

Energized. Relaxed. Refreshed. Words that describe how we want to feel are becoming the main attraction in cannabis marketing.

More than ever, product development and science are working in harmony to form an emotional connection with consumers. Creative high-graphic carton designs and other tactile packaging innovations provide an ideal platform for “mood marketing� strategies.

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marketing

More than ever, product development and science are working to form an emotional

connection with consumers.

18 | Cannabis Growing Trends • Mood Marketing

in harmony

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TREND 05

From self-checkouts to smart kiosks, customer-controlled experiences are trending in grocery and department stores. Will cannabis dispensaries follow suit?

While hands-on customer service remains critical, it’s wise to enable self-education. Empowering customers to learn about cannabis products through technology and interactivity reduces labor costs and elevates the customer experience. Instructional signage, custom tablet cases and branded headphones are just a few ways to keep your brand at the forefront.

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in control

Empowering customers to learn

about cannabis products through technology and interactivity reduces labor costs and elevates the customer experience.

22 | Cannabis Growing Trends • Customers in Control

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TREND 06

Craft beer is everywhere. Can craft cannabis be far behind? With mass-scale players already emerging in the cannabis industry, local farmers are poised to provide a boutique experience.

Unique microclimates and cultivation techniques will foster localized cannabis markets and enable products that appeal to the socially conscious values of cannabis consumers. Watch for “cannoisseurs� to emerge who favor artisanal cannabis brands offering a local look, feel and flavor.

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cannabis

Unique microclimates and cultivation techniques will foster localized cannabis

markets and enable products that appeal to the socially conscious values of cannabis consumers.

26 | Cannabis Growing Trends • Craft Cannabis

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TREND 07

The cannabis market is changing as women and baby boomers command a larger share. Edibles, oils and new delivery methods backed by scientific research are quickly emerging.

Sublinguals, applied under the tongue, provide faster relief than edibles.

Transdermals (patches on the skin) enable a slow release for lasting effect.

Cannabis cocktails — from elixirs to beverages — are hitting the market in growing numbers.

The innovation is just beginning. Watch for scientists to find more new methods of delivery for both medicinal and adult-use.

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delivery

The innovation is just beginning. Watch for scientists to find more

new methods of delivery for both medicinal and adult-use.

30 | Cannabis Growing Trends • Alternative Delivery

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TREND 08

Cannabis marketing may be tightly regulated but social media offers a vast opportunity. People and their stories have the power to build brands and create vibrant communities.

Expect to see celebrity endorsements, lifestyle blogs and other forms of influencer marketing take root. All are natural fits for the emerging cannabis culture and build awareness in ways that traditional advertising cannot.

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influence

Influencer marketing is a natural and builds

fit for the emerging cannabis culture

awareness in ways that traditional advertising cannot.

34 | Cannabis Growing Trends • Social Influence

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TREND 09

Where there is economic growth there is often an environmental cost. For cannabis, it comes in the form of significant water and electrical consumption.

To offset this impact, you’ll see a growing emphasis on sustainability. Renewable energy sources, efficient LED lighting and recyclable, eco-friendly packaging materials will be at the forefront.

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friendly

Renewable energy sources, efficient LED lighting and eco-friendly

packaging will help offset the cannabis industry’s environmental impact.

38 | Cannabis Growing Trends • Earth Friendly

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is real With rapid innovation and intense competition, the cannabis industry is literally a rush. Curtis 1000 is eager help you transform those challenges into positive and profitable brand impressions. Our worldwide network gives us the capabilities, capacity and speed-to-market required to support all of your communication programs. From packaging, labels and signage to customer communications and promotional products, we are on your side all the way from seed to shelf.

Learn more at:

marketing.curtis1000.com/cannabis

Š 2019 CURTIS 1000 (Form #18-29-01-25 Rev 7/2019)