A content analysis of cannabis edible product characteristics, packaging features, and online promotions

As legal cannabis markets expand in the United States, edibles have become increasingly popular, particularly among youth. This study aimed to assess cannabis edible product characteristics, packaging features, and online promotions that may be appealing or misleading to consumers.

During November 2023 and August 2024, we identified active online cannabis dispensaries in the United States from the National Cannabis Industry Association's member directory and conducted a content analysis of 2282 cannabis edible products to assess front-of-package information on product characteristics, child-oriented features, health and non-health claims, warnings, as well as online promotional strategies.

Over half of the products were gummies, and more than 80 % contained at least 100 mg of total tetrahydrocannabinol (THC). Few packages included individual packaging or serving size information. Child-appealing elements were prevalent: over 20 % of products displayed animated or human-like characters, nearly all products were flavored with fruit flavor being the most common, and more than half featured packaging with four or more colors. Non-health claims appeared on 27.7 % of products, cannabis-infused labels on 48.1 %, and underage use warnings on 16.4 %. Product-specific promotions were present for 77.0 % of products, and nearly all had storewide promotions.

Cannabis companies frequently utilized marketing strategies that may make edibles appealing or misleading to consumers, particularly youth. Further research understanding how these marketing strategies influence consumer perceptions and appeal is needed to inform regulations on cannabis packaging and promotion.