Welcome Note

Welcome Back Gardeners to the 121st edition of Herbal Profiles!

Happy Friday yall!

This week I had my annual retreat for my full-time role and we went out to dinner at The Hampton Social here in Delray Beach. To my delight, they had Cann offered on the menu.

And as always,

Let’s get into it.

-Lars

The subreddit I moderate with Chris Fontes has over 2,000 subscribers! And my other subreddit for the broader CPG industry is also growing, closing in on 700 subscribers. I would love to have you join us on either or both subreddits!

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Any comments or questions? Leave comment on this post or shoot me an email. Would love to hear from you!

News Roundup

•  Flurry of Cannabis M&A Follows Trump Rescheduling Order

  MJBizDaily reports a spike in cannabis mergers and acquisitions immediately following the executive order to reschedule marijuana. Experts say it could be an early indicator of accelerated consolidation ahead of anticipated regulatory shifts.

  Read more →

• Should Cannabis Have a Standard Unit Like Alcohol?

  Healthline explores growing calls for standardized THC dosing across products, similar to the “standard drink” model in alcohol. Experts say it could improve public education, safe use, and regulatory consistency.

  Read more →

• Hemp Beverage Producers Call for Regulatory Clarity

  Midwestern hemp beverage makers told Insight on Business they want age-gating, testing, and labeling standards—but not prohibition. Many fear that continued inaction by Congress could leave the category in limbo.

  Read more →

• Wisconsin THC Businesses Prepare for Federal Crackdown

  PBS Wisconsin reports that local hemp businesses are preparing for a potential federal ban in November. Some say they’ve already begun adjusting operations or exploring non-THC product lines.

  Read more →

• Nowadays CEO: “The Clock Is Ticking” on THC Beverages

  In Business Insider, Nowadays CEO Justin Tidwell warns the THC beverage category must secure regulatory protection before the November 2026 deadline. He urges companies to engage lawmakers or risk extinction.

  Read more →

• 2 in 3 Americans Say They’re Drinking Less Alcohol

  A new Talker Research survey finds 63% of Americans report decreased interest in alcohol. Younger adults cite health concerns and social anxiety as key reasons for the shift.

  Read more →

• New Jersey Proposes Rules for Intoxicating Hemp

  New proposed rules in New Jersey would ban intoxicating hemp products sold outside licensed dispensaries. If passed, the rules would impose testing, age limits, and manufacturing regulations.

  Read more →

• High January: Cannabis Gains as Alcohol Declines

  The Atlantic explores how more Americans are substituting cannabis for alcohol during “Dry January.” Data suggests an uptick in THC beverage sales and broader shifts in social norms.

  Read more →

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How Sex-Specific Research Could Reshape Product Development

A groundbreaking study published in Biology of Sex Differences has revealed something the THC industry at large has mostly overlooked: men and women's brains respond to cannabis compounds in fundamentally different ways. The research, which tracked the effects of ultra-low-dose THC in male and female mice over six months, found that the same dose produced distinct neurological benefits in different brain regions depending on sex.

For an industry built on the premise that a 5mg or 10mg dose delivers a universal "social buzz," these findings suggest we may be missing half the equation, and half the market opportunity.

The Science: Same Dose, Different Brains

Researchers from Tel Aviv University and The Open University administered monthly ultra-low-dose THC treatments (0.002 mg/kg) to male and female 5xFAD mice, a model for Alzheimer's disease, from 3 to 5 months of age, then analyzed both behavioral and molecular changes at 6 months.

The results were striking in their specificity. Male mice showed reduced inflammation in the hippocampus, the brain region critical for spatial memory and learning. This translated to improved performance on hippocampus-dependent tasks like spatial navigation and place recognition. Meanwhile, female mice exhibited reduced inflammation in the prefrontal cortex (PFC), the area responsible for working memory and executive function, leading to better performance on short-term memory tasks.

"Males exhibited reduced hippocampal inflammation, whereas females showed reduced inflammation in the PFC, suggesting distinct neuroprotective mechanisms across sexes," the researchers concluded.

The study's correlation analyses further revealed these sex-specific patterns. In males, molecular changes and behavioral improvements were largely confined to hippocampal networks. In females, the effects created a broader network involving both hippocampal and PFC markers, reflecting improvements in both brain regions.

Dr. Ravid Doron, the study's senior author, emphasized the implications: "These findings highlight ULD-THC's potential as a preventive strategy, emphasizing the importance of sex-dependent therapeutic approaches."

Industry Reality Check: One Size Fits None?

This research is largely being used as a treatment for dementia. But how can we apply this knowledge to the consumer industry? As we know there’s a pretty uniform approach to dosing and marketing. Most brands offer standard 2.5mg, 5mg, or 10mg options with generic promises of "relaxation," "social buzz," or "mild euphoria." The assumption seems to be that THC affects everyone the same way, an assumption this research suggests is fundamentally flawed.

This one-size-fits-all mentality extends beyond dosing to marketing messaging. Brands typically position their products around universal experiences, "perfect for social gatherings" or "unwind after work" rather than acknowledging that the cognitive and emotional effects might manifest differently across genders.

Consumer feedback, while largely anecdotal, has hinted at these differences for years. Women often report different tolerance levels, onset times, and effect profiles compared to men, but the industry has generally attributed these variations to body weight, metabolism, or individual sensitivity rather than fundamental neurological differences.

The Commercial Opportunity

The research opens several compelling avenues for product innovation and market differentiation. If males and females experience THC's cognitive benefits through different brain pathways, it suggests opportunities for targeted formulations that optimize these distinct mechanisms.

For male consumers, products could be formulated and marketed around spatial cognition, focus, and memory consolidation, the hippocampal benefits revealed in the study. Think "enhanced focus for gaming," "improved spatial awareness for sports," or "better memory retention for learning."

For female consumers, the prefrontal cortex benefits suggest positioning around executive function, multitasking, and working memory. Marketing messages might emphasize "enhanced decision-making," "improved multitasking ability," or "sharper working memory for busy professionals."

Beyond marketing, the research suggests different optimal dosing strategies might be needed. If women's brains respond more readily in the prefrontal cortex while men's respond in the hippocampus, the same 5mg dose might be over- or under-optimized for each group's neurological pathways.

The differentiation opportunity is significant in an increasingly crowded market. While most brands compete on flavor, packaging, and general effect promises, science-backed gender-specific formulations could create defensible market positions and justify premium pricing.

Final Takeaways

The research also validates the industry's move toward lower-dose products. If ultra-low doses can produce measurable cognitive benefits through targeted brain pathways, it supports the trend toward 2mg and 5mg products over higher-dose alternatives.

As the THC beverage category matures and faces increasing regulatory scrutiny, science-backed differentiation may become not just an opportunity but a necessity. Brands that can demonstrate specific, research-supported benefits for targeted consumer segments may find themselves better positioned to survive regulatory challenges and justify their place in the market.

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