Can ‘functional THC’ move cannabis past the potency race?

OG article by Sallie Blackmon, MJBizDaily Contributor

November 17, 2025

The cannabis industry is shifting from a "potency race" focused on high THC percentages to "functional THC," emphasizing precise cannabinoid ratios for targeted, reliable effects like focus or relaxation. This evolution addresses consumer frustrations with inconsistent experiences due to variable testing and overemphasis on potency, which has driven pricing but not satisfaction. Brands are pioneering this approach: LEVEL uses data-driven formulations for edibles, incorporating machine learning and user feedback to ensure predictable onset and duration for activities like gaming or socializing. Eaton Botanicals crafts low-dose gummies blended with adaptogens, rigorously testing each batch for consistent effects while training retail staff on recommendations.

Market data from BDSA shows rising demand for low-dose products, with edibles and beverages gaining traction as users prioritize control over intensity. Retailers like Alta NYC are adapting by curating shelves by desired outcomes—such as "Rest" or "Focus"—which simplifies selection and boosts repeat business. LEVEL's Chris Emerson stresses evidence-based labeling and gradual titration to build trust, noting, "Consumers want products that deliver what they promise." Eaton's Dan Dolgin views functional cannabis as a bridge to mainstream acceptance, positioning it as a safer alternative to pharmaceuticals and aiding broader legalization efforts.

Challenges persist, including sparse clinical research and regulatory barriers to standardization, which complicate scaling. Yet, this trend signals maturation, moving cannabis toward wellness integration. As education improves, functional THC could expand the market, appealing to novices wary of high-potency stigma and fostering innovation in delivery and formulation.