A significant transformation is underway within the legal cannabis sector, according to fresh market intelligence.
New data released by GreenWave Analytics on June 9th indicates a substantial shift in consumer purchasing behaviors across mature markets. The comprehensive report, titled \”2025 Mid-Year Strain Preference Index,\” reveals a compelling trend: strains characterized by high levels of Cannabidiol (CBD) and distinct terpene profiles are experiencing a dramatic surge in popularity and sales.
Decoding the Data: A 27% Increase
The GreenWave Analytics report highlights a remarkable 27% year-over-year increase in sales for these specific cannabis varieties. This metric underscores a burgeoning preference among consumers for products that emphasize characteristics beyond the traditionally sought-after high Tetrahydrocannabinol (THC) content.
For years, the legal cannabis market was largely defined by the potency of its THC, the compound primarily responsible for the plant’s intoxicating effects. However, the \”2025 Mid-Year Strain Preference Index\” suggests that while high-THC products remain popular, a growing segment of consumers is actively seeking out strains with different profiles, particularly those rich in CBD and specific aromatic compounds known as terpenes.
Understanding CBD and Terpenes
Cannabidiol, or CBD, is a non-intoxicating cannabinoid known for its potential wellness properties. Unlike THC, it does not typically produce a \”high,\” which appeals to consumers seeking therapeutic effects without impairment.
Terpenes, on the other hand, are aromatic compounds found in many plants, including cannabis. They are responsible for the distinctive smells and flavors of different cannabis strains and are increasingly understood to interact with cannabinoids (like THC and CBD) and the body’s endocannabinoid system. This interaction is sometimes referred to as the \”entourage effect,\” where terpenes may modulate the effects of cannabinoids.
The GreenWave Analytics report specifically calls out a growing demand for strains high in terpenes such as Myrcene, Limonene, and Caryophyllene. Myrcene is often associated with earthy or musky aromas and is commonly found in mangoes; Limonene boasts citrusy notes and is also present in lemons and other citrus fruits; Caryophyllene has spicy, peppery, and woody undertones and is found in black pepper and cloves.
Consumer interest in these specific terpenes aligns with research suggesting potential benefits, though it is important to note that scientific understanding of the full therapeutic potential of individual terpenes and their interaction with cannabinoids is still evolving.
Drivers Behind the Shift
GreenWave Analytics attributes this significant shift in consumer preference to two primary factors: increased consumer education and a broader acceptance of cannabis for wellness purposes.
As the legal cannabis market matures, consumers are becoming more informed about the various components of the cannabis plant and their potential effects. Educational resources from dispensaries, online platforms, and healthcare providers are empowering individuals to make more nuanced choices based on desired outcomes, rather than solely focusing on THC potency.
Simultaneously, there is a growing cultural acceptance of cannabis as a tool for wellness, pain management, anxiety reduction, and improved sleep quality, among other potential uses. This shift away from purely recreational use encourages exploration of strains with profiles geared towards specific effects associated with CBD and particular terpenes.
Market Implications and Geographic Trends
The rising demand for high-CBD, terpene-rich strains has significant implications for the legal cannabis industry. Cultivators are responding by diversifying their crops to include a wider array of genetic profiles. Processors and product manufacturers are exploring innovative ways to capture and preserve specific terpene profiles in extracts, edibles, and other product formats.
Dispensaries are adapting their inventory and marketing strategies to cater to this evolving consumer base, often providing more detailed information about cannabinoid and terpene content on product labels.
The report highlights that this trend is particularly pronounced in mature markets such as California and Colorado. These states have long-established legal cannabis industries, leading to more experienced consumer bases, greater access to information, and a wider variety of product offerings compared to newer markets. Their experience often serves as a bellwether for trends that may eventually propagate to other regions.
The Future of Strain Preference
The findings from GreenWave Analytics’ \”202en-year Strain Preference Index\” suggest that the focus of the legal cannabis market may continue to broaden. While THC remains a key component for many consumers, the increasing interest in CBD and specific terpenes indicates a move towards a more sophisticated understanding and utilization of the cannabis plant’s full spectrum of compounds.
This trend is likely to drive further innovation in cannabis cultivation, processing, and product development, potentially leading to a wider array of specialized products tailored to specific consumer needs and preferences beyond simple intoxication.
In conclusion, the data released on June 9th by GreenWave Analytics paints a clear picture of an evolving market where informed consumers are increasingly prioritizing specific cannabinoid and terpene profiles, driving a notable surge in demand for high-CBD, terpene-rich cannabis strains.
