Cannabis Edible Packaging Borrows Marketing Tricks from the Food Industry | Research

The takeaway

A content analysis of 1,229 cannabis edible packages found widespread use of health-oriented descriptors like "vegan" and "natural," food imagery, and experience-based marketing that could mislead consumers about the product inside.

Cannabis regulators, public health officials, consumer protection advocates, edibles manufacturers

31% of edible packages used health descriptors like "vegan" and "natural"

What the researchers found

Health-related descriptors appeared on 31% of packages (e.g., "vegan," "gluten free," "natural"), quality descriptors on 28% ("handcrafted"), expected effects on 27% ("relax"), taste/flavor language on 21%, and pharmacokinetic claims on 19% ("fast-acting"). Images of food appeared on 43% of packages, non-cannabis plants on 50%, and the cannabis plant itself on only 33%.

Why it matters

When edible packaging emphasizes "natural" ingredients and food imagery while downplaying cannabis content, consumers may underestimate what they are actually consuming.

The numbers in context

1,229 packages analyzed; 31% had health descriptors; 28% had quality descriptors; 27% listed expected effects; 43% included food imagery; only 33% showed the cannabis plant.

How the study worked

Descriptive content analysis of 1,229 cannabis edible packages advertised on a publicly available website between June and November 2022, all available for sale in licensed US dispensaries.

What this study cannot tell us

Analyzed packages from one website, which may not represent all US markets. Did not assess consumer perceptions or behavior.

How to read the evidence

Systematic content analysis with clear methodology, but limited to one website and does not measure consumer impact.

When this study was published

2024 publication analyzing 2022 data

The bigger picture

Cannabis edible marketing has adopted the same strategies used by processed food companies to signal health and quality. The disconnect between packaging that looks like premium snack food and a product that delivers THC raises legitimate public health questions.

Questions still open

Do health-oriented descriptors on cannabis edibles actually reduce consumer perception of risk?
How do cannabis edible packaging regulations differ across states?

Common questions

How are cannabis edibles marketed?

This analysis of 1,229 packages found heavy use of health descriptors ("vegan," "natural"), food imagery (43%), and effect-based language ("relax"). Only 33% of packages showed the cannabis plant.

Are cannabis edibles misleading consumers?

The researchers found edibles packaging borrows extensively from food industry marketing, using terms like "natural" and "handcrafted" that could lead consumers to perceive the cannabis product itself as healthy or less harmful.

Read the original research

A content analysis of cannabis edibles package marketing in the United States.

The International journal on drug policy, 130, 104526

View on PubMed ↗Publisher’s paper ↗

Citation

Reboussin, Beth A; Lazard, Allison J; Ross, Jennifer Cornacchione; Sutfin, Erin L; Romero-Sandoval, E Alfonso; Suerken, Cynthia K; Lake, Shelby; Horton, Olivia E; Zizzi, Alexandra R; Wagoner, Emily; Janicek, Alondra; Boucher, Madeleine; Wagoner, Kimberly G. (2024). A content analysis of cannabis edibles package marketing in the United States.. The International journal on drug policy, 130, 104526. https://doi.org/10.1016/j.drugpo.2024.104526