Everyone has a favourite flavour. Instinctually, each individual knows what that is, be it candy, soda or popsicles.

But that may change with cannabis edibles and beverages, as sales data shows certain flavours rise above the rest when it comes to consumers opening their wallets.

Headset Analytics identified 73 different flavours currently sold on the market, which can range from hibiscus to red velvet. By a large margin, customers purchase citrus-flavoured cannabis beverages and unspecified flavoured gummy edibles more than any competing flavoured product, the company’s data shows.

Raspberry and watermelon are also popular with customers. But citrus and lemonade flavoured beverages constituted approximately 24.2 per cent of beverage sales over the past month for a reason.

“Citrus flavours are a great way to mask any residual flavour from the cannabis without making the product overwhelmingly sweet,” Liz Connors, Headset’s director of analytics, told The Fresh Toast. “Additionally, I think citrus likely just pairs better with the herbal taste from the THC than other flavours might.”

These flavour preferences change with the market, although for reasons that appear unclear. Canadian markets gravitate to milk chocolate edibles far more than U.S. markets do. Milk chocolate commands more than 50 per cent of all edible sales in B.C., Alberta and Ontario. But legal U.S. state markets mostly gravitate to cannabis gummies and candies, with different flavour preferences depending on the state.

Citrus and lemonade flavoured beverages constituted approximately 24.2 per cent of beverage sales over the past month for a reason. / Photo: iStock / Getty Images Plus iStock / Getty Images Plus

Connors says she hopes retailers and producers use this data to find areas of opportunity in the marketplace. “For example, if Berry flavours are common in gummies, but not in candies, this could be a space for a producer to innovate on flavours,” she said.

Fruity flavours such as melon, pomegranate and blueberry were generally more expensive than dessert flavours like chocolate, peanut butter or snickerdoodle. But neither the cheapest flavour, honey, or the most expensive, eucalyptus, were top choices for consumers.

So what do customers care about more: price or flavour?

“I suspect that price is the primary driver over flavour,” Connors said. “This is mostly due to the fact that unlike a package of Haribo gummy bears, you’re likely only eating one or two cannabis gummies. Even if it’s not your favourite flavour, you won’t likely be consuming very many.”