For years, cannabis consumers measured quality by one metric: THC percentage. The higher the number on the label, the stronger the appeal. But as the legal cannabis market matures and shoppers become more educated, that single-minded chase for the highest THC is starting to shift. While potency still matters, it is no longer the sole driver of consumer demand. A mix of regulation, new product formats, and evolving consumer behavior is reshaping how people shop for cannabis.

One major reason for this change is credibility. For much of the last decade, many flower strains appeared on dispensary menus boasting THC levels of 35% or higher. Over time, regulators and watchdogs discovered that inflated testing results were widespread, creating skepticism among buyers. States like California have since tightened lab oversight to crack down on unrealistic potency claims. With stricter standards, consumers are realizing that a high THC percentage on a label is not always a reliable measure of strength or quality. This shift has pushed shoppers to look at other factors, such as terpene content, flavor, and overall experience.

Another driver of change is the rise of new cannabis formats. Pre-rolls have exploded in popularity, particularly infused versions that combine flower with concentrates. These products often deliver a more robust and flavorful high while being convenient for social or on-the-go use. Their success shows that many shoppers want a balanced combination of taste, effect, and ease, not just the highest THC number.

Edibles paint a similar picture from the opposite end of the spectrum. Rather than aiming for maximum potency, the fastest-growing category consists of low-dose products. Research indicates that nearly half of edible consumers prefer products with 10 milligrams of THC or less, with many gravitating toward microdoses in the 2.5–5 milligram range. For these shoppers, predictability, control, and a lighter experience matter more than raw potency.

Cannabis beverages add yet another layer to the story. Designed for social settings, many drinks provide low-to-moderate THC levels in formats that feel familiar and approachable. Their rise highlights how consumers are increasingly matching cannabis products to specific occasions rather than simply chasing intensity.

Policy also plays a role. Potency-based taxes, now being discussed and tested in some states, may further reduce demand for ultra-strong strains. If implemented widely, these taxes could make lower-THC or balanced-effect products even more attractive to price-sensitive shoppers.

None of this means high-THC strains are going away. Heavy users and value-conscious consumers still equate high THC percentages with strength and value, and demand remains strong in this segment. But the overall market is broadening. From stricter lab standards to the rise of infused pre-rolls, low-dose edibles, and cannabis beverages, it’s clear that consumer preferences are becoming more nuanced. High THC may still matter, but it no longer dominates the market the way it once did.