Build a Vape Portfolio Primed for Growth in 2025

The cannabis vape market is exploding. Competition to capture the estimated 18.1% combined annual growth rate through 2027 is fierce (BDSA). If you’re an entrepreneur or product innovator, you already know that standing out is about more than just great products. It’s about offering something for everyone.

According to Headset, nearly 60% of vape consumers prioritize flavor in their purchasing decisions. This is especially true in the rec. space. But the spectrum of flavor is as varied as the consumers who seek it out.

That’s why diversifying your portfolio with a range of flavor profiles and price points is key. This strategy can help you expand your reach, maximize your revenue, and increase your possibility for success.

What Are the Key Cannabis Vape Customers Groups?

1. Emerging Markets

• Who they are: The fastest-growing segments. Trend-driven consumers (aged 21-43) or people newer to cannabis
• What they want: Bold, exciting flavors like tropical fruits, desserts, or nostalgic candy shop favorites
• How to reach them:

Product Concept | The Flavor-Seeker

• Infuse distillate with: flavor-forward botanical terpenes like Pineapple Whip, Strawberry Jelly, Cotton Candy, Lychee Dream, Churroz, Atomic Pop
• Market As: Max Flavor. Include strain name, flavor notes, and terpene education to connect flavor to the consumer experience
• Consumer Price Point: $
• Business Case: Nearly 60% of consumers prioritize flavor in their purchasing decisions. This is especially true in the rec. space (Headset).  Expand your reach with products tailored to the largest and fastest-growing segments

2. The Everyday Enthusiast

• Who they are: Everyday users who value authentic cannabis flavor
• What they want: Strain-specific vapes with true-to-plant profiles. OG strains are always popular. But look out for new and trending strains that are gaining headway with this group.
• How to reach them:

Product Concept | The Steady Eddy

• Infuse distillate with: with canna-forward botanical terpenes like GDP, Pineapple Express, OG Kush, Amnesia, Donny Burger, and Gelonade
• Market As: Cannabis-Forward and Strain-Specific. Include strain name, flavor notes, and terpene education to connect flavor to the consumer experience
• Consumer Price Point: $
• Business Case: Strain name recognition is the largest driver of consumer choice in the cannabis-forward vape space. Diversify with a combination of classic and trending strains to reach both old-school and adventurous consumers

3. The Connoisseur

• Who they are: A small but loud group focused on authenticity and willing to pay for it
• What they want: Full-spectrum effects and top-tier flavor and quality
• How to reach them:

Product Concept | The Connoisseur’s Connoisseur

• Infuse live resin extract with: Live Resin Terpenes like Super Lemon Haze, Jack, GG#4, Permanent Marker, Gelatti, or Rainbow Zelato
• Market As: Live Resin. An ultra-premium craft cannabis vape. Include strain name, flavor notes, and terpene education to connect flavor to the full-spectrum experience. Include terpene percentage. Launch a mix of OG Strains and trending newer strains
• Consumer Price Point: $$$$
• Business Case: Live Resin Terpenes allow you to simplify your supply chain and scale with consistent flavor. You can also create multiple SKUs from the same batch of a high-yielding cultivar. Just divide it into batches and add a different strain of Live Resin to each batch

4. The Educated Effects Enthusiast

• Who they are: Savvy, cost-conscious consumers who want a full-spectrum experience that doesn’t break the bank
• What they want: Live resin-infused vape with incredible flavor at a great price
• How to reach them:

Product Concept | The Weekend Connoisseur

• Infuse distillate with: Live Resin Terpenes for an elevated, 100% Cannabis vape
  Suggested Strains: Wedding Cake, GMO Cookies, Laughing Buddha, Kush Mintz, Horchata, Jealousy OG
• Market As: Live Resin Terpene Infused. A premium craft cannabis vape with full-spectrum effects. Include strain name, flavor notes, and terpene education to connect flavor to the consumer experience. Include terpene percentage. Launch a mix of OG Strains and trending newer strains
• Consumer Price Point: $$-$$$
• Business Case: Create an elevated tailored to a growing consumer base that wants full spectrum effects and great flavor. Fight price compression by charging a more premium price with a minimal investment

Want a lower-cost option that elevates flavor, for the customer who wants full-spectrum effects? Blend a small amount of Live Resin Terpenes with Botanical Terpenes.

• Canna-Forward: Live Resin Terpenes + Cultivar Series Strains
  Gelatti + NYC Diesel; Granddaddy Purple + Pink Rozay; Kush Mintz + Amnesia
• Flavor-Forward: Live Resin Terpenes + Infused Strains or Flavors
  Super Lemon Haze + Lemonade Kush; Jack + Strawberry Jelly; Papayaz + Papaya Punch

Why You Need a Diverse Portfolio

1. Reach More Customers: Each segment brings unique preferences to the table. By covering all the bases, you can serve a bigger audience.
2. Adapt to Trends: Consumer tastes change fast—offering variety keeps you ahead of the curve.
3. Encourage Cross-Selling: A flavor-seeker might upgrade to live resin for special occasions. Likewise, an enthusiast might grab a fun flavor for a party.
4. Protect Your Brand: Diversifying reduces risks if one segment dips while another thrives.

What’s the Takeaway?

Building a diverse product portfolio is your ticket to growth. A mix of product types can help you stay competitive, boost revenue, and give your brand staying power.

Ready to Build Your Winning Vape Portfolio?

Discover how the expert insights and strategies in our Vape Innovation E-book can help you bring your vision to life.