Flavors in THC Vape Products: What UK Consumers Are Looking For
Walking through any Canadian or European cannabis dispensary and looking at all the vapes and cartridges sitting in front of you can be overwhelming. There are so many colors to choose from and so many different names (Watermelon Zkittlez, Blueberry Kush, Mango Haze, Strawberry Cough) that the options seem endless. With the explosion of flavors in the last five years in the THC vaporizing space, flavor has been one of the main ways that consumers navigate and personalize their cannabis experience. While the United Kingdom does not allow for recreational use of marijuana (the Misuse of Drugs Act), the conversation surrounding vaping flavors is aspirational but very real, and it continues to grow by the month.
Why Flavor Is Important
On the surface, it would appear as though flavor is simply a cosmetic option; a layer of marketing on top of the actual substance that matters. However, in the world of cannabis vape products, flavor and effect are closer than most people realize. The flavor of a cannabis vape is primarily made up of terpenes and terpenes are not just aromatic compounds. Terpenes work together with cannabinoids in what is called the “entourage effect” and may help determine how a user will feel during the entire experience.
For example, myrcene is the most well-known terpene for producing earthy/musky notes and it is also believed to produce sedative, relaxing effects. Limonene is a terpene that produces citrus-forward flavors and is associated with improved moods and reduced anxiety/stress. Pinene is a terpene that produces the sharp, fresh, pine-like flavors and is believed to improve alertness and memory retention. When users in the UK discuss their preference for certain flavors, they are often choosing based on effect preferences as well, whether they recognize that or not.
UK Consumer Environment
Although cannabis is still a Class B controlled substance in the UK, the amount of consumer preference tracking going on in the online world is quite high. Thousands of UK-based consumers participate in online forums such as r/uktrees and share their experiences with cannabis products. Many YouTube channels, Telegram Groups, and Instagram pages focused on cannabis in the UK, post reviews and comparisons of various vape flavors referencing both black-market cannabis products and cannabis products available in legal social clubs in Barcelona and Amsterdam and North America dispensaries that UK travelers have tried.
Top Flavors Preferred by UK Consumers
Using information from online communities, feedback from medical patients and general cannabis consumer research done in other markets, a clear picture of the preferred flavor preferences of cannabis consumers in the UK has emerged. British consumers tend to prefer more familiar, fruity flavor profiles versus the more unique and acquired taste profiles of classic cannabis terps such as diesel or cheese (though these do exist).
The following are the most commonly reported flavor preferences among cannabis vape consumers who live near the UK:
- Citrus/Tropical Fruits – Orange, lemon, mango and pineapple flavors are extremely popular among beginners and casual consumers alike. Limonene heavy strains such as Super Lemon Haze and Tangie are two of the most popular strains in the UK.
2. Berry/Stone Fruit – Blueberry, strawberry, cherry and watermelon flavors are the second most popular category of flavor profiles. These flavor categories tend to evoke nostalgia among UK consumers and are therefore considered more accessible than some of the more unique flavor profiles.
3. Earthy/Herbal – Traditional cannabis terpene profiles such as musky, woodsy and slightly spicy continue to receive a great deal of loyalty among UK consumers who are experienced with cannabis.
4. Sweet/Dessert Inspired – Vanilla, cookie, cream and candy flavored cannabis products have grown in popularity in line with the larger vape market. Younger consumers and those transitioning from nicotine vape products are particularly fond of gelato, wedding cake and similar flavored cannabis products.
5. Diesel/Fuel – These polarizing but passionate flavor profiles are enjoyed by a small number of experienced cannabis consumers. Diesel and similar flavor profiles are less common in the UK than they are in the US, but they have a loyal fanbase.
Looking Ahead
As cannabis reform conversations accelerate in Britain — with growing cross-party political support and sustained public approval for at least decriminalisation — the THC vape market is one segment that will develop quickly if regulation arrives. The infrastructure is already there: a vape-literate consumer base, a sophisticated retail environment, and a population that has clearly developed strong and specific preferences about what they want from a cannabis inhalation product.