Cannabis edible packaging style influences preferences more than warning labels | Research

The takeaway

In a discrete choice experiment with 1,578 adults, cannabis edible preferences were most influenced by package style (33-51% importance), followed by health claims (23-31%), while warning label position and text had minimal impact.

People interested in cannabis product regulation, particularly packaging and marketing controls.

Package style 33-51% of choice importance; warning labels: minimal

What the researchers found

Nearly all groups preferred branded over plain packages and any health claim over none. Cannabis users, especially recreational users, preferred youth-appealing packaging. Package style was the most important attribute (33-51% relative importance), followed by health claims (23-31%). Warning labels had limited influence on choices.

Why it matters

Cannabis edibles are gaining market share, and packaging is a key regulatory lever. Finding that package style and health claims drive preferences more than warning labels suggests regulators should prioritize plain packaging and health claim restrictions over warning label mandates.

The numbers in context

1,578 adults from 18+ DC legal states. Package style: 33-51% relative importance. Health claims: 23-31%. Recreational users preferred youth-appealing packages. Warning labels had limited impact on choices.

How the study worked

Online discrete choice experiment with 1,578 adults from 18 legal recreational cannabis states. Participants chose between edible packages varying in five attributes: style, health claim, potency indicator, warning label position, and warning label text. Mixed logit regression analysis with subsample comparisons by use status and purpose.

What this study cannot tell us

Hypothetical choice experiment may not perfectly predict real purchasing behavior. Online sample may not represent all cannabis consumers. Only tested five packaging attributes; real-world packaging has more variables. Legal-state-only sample.

How to read the evidence

Well-designed discrete choice experiment with large sample and appropriate statistical methods. Limited by hypothetical choice setting and legal-state-only recruitment.

When this study was published

Published in 2024 using data collected in August-September 2022.

The bigger picture

Tobacco control has demonstrated that plain packaging and advertising restrictions are effective public health tools. This study suggests similar principles apply to cannabis edibles, where branding and health claims influence consumer behavior far more than warning labels alone.

Questions still open

Would mandating plain packaging for cannabis edibles reduce youth appeal? Should unsubstantiated health claims on cannabis products be prohibited? Are potency indicators effective at guiding consumer dosing decisions?

Common questions

Do warning labels on cannabis edibles work?

In this study, warning label position and text had limited influence on consumer choices. Package style and health claims were far more important, suggesting regulators should focus on restricting branding and unsubstantiated claims rather than relying primarily on warnings.

Are cannabis edible packages appealing to youth?

Cannabis users, especially recreational users, preferred youth-appealing package designs over standard branded packaging, suggesting current edible packaging may disproportionately attract younger consumers.

Read the original research

The impacts of packaging on preferences for cannabis edibles: A discrete choice experiment.

The International journal on drug policy, 128, 104453

View on PubMed ↗Publisher’s paper ↗

Citation

Cooper, Michael; Shi, Yuyan. (2024). The impacts of packaging on preferences for cannabis edibles: A discrete choice experiment.. The International journal on drug policy, 128, 104453. https://doi.org/10.1016/j.drugpo.2024.104453