Analysis of 1,344 cannabis edible products found THC brands used cannabis culture and food themes while CBD brands emphasized health and wellness, potentially affecting consumer harm perceptions.
Cannabis regulators, marketing researchers, consumer protection advocates, public health communicators.
45% of CBD brands use health/wellness themes
What the researchers found
Among 1,344 cannabis edible products from 250 brands, five brand name themes emerged: cannabis culture (42%), product characteristics (30%), medicine/health (23%), environment/nature (20%), and identity/culture (14%). CBD-only brands were more likely to use medicine/health themes (45% vs 18-20% for THC brands), while THC brands more often used cannabis culture and food-type subthemes.
Why it matters
Brand names are the first thing consumers encounter and shape expectations about effects and safety. The finding that CBD products are marketed as "health and wellness" while THC products lean on cannabis culture and food associations could minimize perceived risks and influence consumption decisions, particularly among new users.
The numbers in context
1,344 products from 250 brands. 80 THC-only, 130 THC+CBD, 40 CBD-only brands. Medicine/health theme: 45% CBD-only vs 18% THC-only. Cannabis culture theme: 42% overall. Food subthemes more common in THC brands.
How the study worked
Exploratory thematic text analysis of brand names for 1,344 cannabis edible products from 250 brands advertised online June-November 2022. Brands were categorized as THC-only (80), THC+CBD (130), or CBD-only (40). Five core themes and 15 subthemes were identified and compared across product categories.
What this study cannot tell us
Only analyzed brand names, not packaging images or claims. Online product listings may not represent in-store marketing. Cannot measure whether brand names actually affect consumer behavior. U.S.-focused. Rapidly evolving market means findings may become outdated quickly.
How to read the evidence
Preliminary: descriptive analysis of branding patterns without measuring consumer behavioral impact.
When this study was published
2025 study (data from 2022)
The bigger picture
As cannabis markets mature, branding becomes a powerful influence on consumer behavior. The stark difference in how THC and CBD products are marketed, with CBD positioned as medicine and THC as lifestyle, may undermine public health messaging about both products' risks and limitations.
Questions still open
- Do health-themed CBD brand names increase consumer trust in unproven health claims? Should regulators restrict health-related language in cannabis brand names? Do food-themed THC brand names appeal disproportionately to younger consumers?
Common questions
How are cannabis edibles marketed differently?
Should cannabis brand names be regulated?
Read the original research
A Thematic Text Analysis of Cannabis Edibles Brand Names.
Cannabis and cannabinoid research, 10(5), 593-597
Citation
Reboussin, Beth A; Lake, Shelby; Romero-Sandoval, E Alfonso; Cornacchione Ross, Jennifer; Egan, Kathleen L; Wagoner, Kimberly G; Sutfin, Erin L; Suerken, Cynthia K; Horton, Olivia E; Lazard, Allison J. (2025). A Thematic Text Analysis of Cannabis Edibles Brand Names.. Cannabis and cannabinoid research, 10(5), 593-597. https://doi.org/10.1089/can.2025.0033
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