For years, cannabis consumers have been trained to chase high THC numbers, believing that potency equals quality. But as the industry matures, it’s becoming clear that THC percentage alone doesn’t tell the whole story. Terpenes, aldehydes, thiols, and, the other aromatic compounds that define the aroma and flavor of cannabis, also play a crucial role in shaping its effects.
As the market grows more sophisticated, brands that embrace a terpene-first approach will set themselves apart, offering consumers a more personalized, authentic, and enjoyable cannabis experience. Instead of relying on inflated THC percentages or generic strain classifications, the future of cannabis differentiation lies in understanding and leveraging the entourage effect—the phenomenon by which terpenes, cannabinoids, and other aroma compounds work synergistically to enhance the psychoactive effects of the plant.
What Are Terpenes and Why Do They Matter?
Terpenes are the organic compounds responsible for the distinct aromas and flavors of cannabis. But their role goes far beyond just smell. They interact with cannabinoids like THC and CBD to shape the overall experience, influencing whether a strain feels uplifting and energetic or calming and sedative.
Think of it this way. If cannabinoids are the engine of cannabis, terpenes are the steering wheel guiding the effects in a specific direction. For example, limonene, found in citrusy strains, is associated with mood elevation and energy. Myrcene, which gives off an earthy, musky scent, is linked to relaxation and sedation.
But terpenes don’t work alone. A range of compounds, including esters, aldehydes, ketones, thiols, and flavonoids, contribute to the diverse smells and effects of cannabis. Before lab testing took over, cannabis was judged by the nose. And science backs that up.
A study titled The Nose Knows: Aroma, but Not THC, Mediates the Subjective Effects of Smoked and Vaporized Cannabis Flower (led by Dr. Adie Rae Wilson-Poe, with contributions by Dr. Ethan Russo and Jeremy Plumb) found that aroma, not THC percentage, was the main driver of consumer preference. This reinforces what many seasoned consumers already know: terpenes shape the experience far more than THC content alone.
Moving Beyond THC: The Rise of Terpene Education
The biggest hurdle to mainstream terpene adoption is education. For decades, the cannabis industry has relied on general classifications like indica, sativa, and hybrid. While these terms provide a convenient shorthand, they don’t accurately reflect how cannabis affects different people.
Consumers who understand which terpenes work best with their body chemistry can make more informed choices, selecting products based on effect rather than just potency. But to get there, brands and dispensaries must take the lead, requiring:
- Better labeling: Packaging should clearly list dominant terpenes and expected effects.
- Dispensary education: Budtenders need better tools and training to explain terpenes in a way that resonates with consumers.
- Marketing transparency: Instead of highlighting THC percentages, brands can showcase terpene content and emphasize the known effects of those terpenes.
This shift is already happening in craft cannabis and premium extract markets, where brands focus on terpene profiles rather than just THC content. As the industry develops, terpenes will become the main factor in how consumers choose products, leading to a more consistent and rewarding experience.
Terpenes in Product Development: A Game-Changer for Cannabis Brands
A terpene-first approach in cannabis product development ensures that flavor, aroma, and effects are intentional and consistent. In vape pens, for example, terpenes determine everything from taste and smell to the overall feel of the high.
Whether brands are working with botanical terpenes (derived from non-cannabis sources) or cannabis-derived terpenes, they need to be intentional in formulation:
- Know your audience:
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- Cannasseurs may prefer authentic strain-specific profiles using cannabis-derived terpenes.
- Newer consumers might gravitate toward more familiar, fruit-forward flavors
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- Enhance the entourage effect:
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- A properly formulated terpene profile amplifies cannabinoids, creating a more effective and consistent experience.
- Full-spectrum extracts like live resin and rosin maintain the plant’s original terpene and cannabinoid balance, offering a true-to-strain effect.
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- Stand out in a crowded market:
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- Brands can differentiate themselves by crafting unique terpene profiles tailored to specific moods or experiences.
- Instead of competing on THC percentage alone, brands can emphasize flavor, aroma, and effect-driven experiences.
Top Terpenes in Today’s Market
On the edibles side, brands like Wyld, Wana, and Kiva have been early adopters of terpene integration, using them to help guide effects and elevate the overall experience. On the craft side, groups like Happy Cabbage in Oregon and Cold Fire in LA are focusing on terpene-rich extracts that truly highlight the unique character of each cultivar.
There are also pioneers like Blue River, who helped lay the foundation for craft extracts with a terpene-first mindset before it was mainstream. These are the kinds of brands that aren’t just chasing THC—they’re focused on preserving the plant’s soul through aroma, flavor, and experience.
And of course, we can’t forget to mention Jeeter. They leaned hard into flavored pre-rolls, and whether you love it or not, the market has spoken. Consumers want flavor, and Jeeter figured out how to deliver that consistently at scale. There’s no denying that flavorful pre-rolls are here to stay.
Final Thoughts: The Future Is Terpene-Driven
The future of terpene-driven cannabis products is all about elevating quality at every step—from cultivation to extraction to formulation. The phrase “quality in, quality out” couldn’t be more true here. If you want a product with real flavor, character, and effect, you have to start with genetics and cultivation practices that prioritize terpene content from the beginning.
We’re already seeing a shift in breeding programs that focus not on THC, but on unique and expressive terpene profiles. That’s where the real future lies. If the industry can finally move past the potency race, we’ll open the door to a whole new wave of cultivars that are incredibly rich in aroma, flavor, and experience, even if they test at 18% THC or lower.
Right now, some of the best cannabis by every meaningful metric—flavor, smoothness, effect—ends up sitting on shelves because the THC number doesn’t look impressive to the average buyer. That’s a problem we need to fix with education and better marketing around terpenes and effects.
In the next few years, I think we’ll see more products designed for effect, mood, and flavor, rather than just THC. That includes terpene-forward beverages, enhanced flower, functional edibles, and custom vape blends that offer a consistent, dialed-in experience. As our collective understanding of terpenes deepens, we’ll be able to offer more personalized and predictable cannabis experiences, and that’s what will truly push the industry forward.
About the Author
Chris Campagna is the CIO and Founder of True Terpenes
