When customers walk into your store and browse edibles, the first thing they often notice is flavor. What they may not realize is that the flavors and aromas they enjoy come from terpenes.
Terpenes are the natural compounds found in cannabis (and many other plants) that influence not only taste and smell but also how a product feels. For retailers, understanding terpenes is key to guiding customer purchases and building a well-rounded menu.
What Are Terpenes?
Terpenes are the aromatic oils that give cannabis strains their distinctive scents and flavors — from citrus and fruit to earthy or herbal notes. Beyond taste, research suggests terpenes may also play a role in the overall effect of a product, working together with cannabinoids in what’s known as the “entourage effect.”
Common Terpenes in Edibles
Limonene: Bright and citrusy. Often linked with uplifting, mood-boosting effects. Popular in fruity gummies and beverages.
Myrcene: Earthy and herbal. Associated with calming, relaxing effects. Found in many Indica-leaning edibles.
Pinene: Fresh and pine-like. Believed to promote focus and alertness, making it a good fit for Sativa products.
Linalool: Floral and lavender-like. Known for its soothing qualities, often highlighted in wellness-focused edibles.
Caryophyllene: Spicy and peppery. Unique because it interacts with cannabinoid receptors directly and is linked to stress and inflammation relief.
Why Terpenes Matter for Your Store
Customers are becoming more informed and are looking beyond just “Sativa vs. Indica.” Flavor-driven shopping is on the rise, and terpenes are at the center of that trend. By educating shoppers on terpene profiles, you can:
Differentiate your products from competitors who only highlight THC and CBD.
Help customers connect flavors to experiences, making it easier for them to choose the right product.
Encourage exploration by stocking a variety of terpene profiles, so shoppers return to try new options.
The Retail Advantage
Clear labeling and staff knowledge around terpenes can boost sales. For example, guiding a customer toward a citrus-forward gummy with limonene for daytime energy, or a linalool-rich chocolate for evening relaxation, turns a simple sale into a personalized experience.
By making terpenes part of the conversation, your store can position itself as an educational and trustworthy destination for edibles.
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