Navigating the Ever-Changing Landscape of O’uid Sales: Challenges and Strategies

As a mother, CEO, and advocate for natural holistic approaches, I’ve witnessed firsthand the complexities of operating within the regulated o’uid industry. The journey is fraught with shifting definitions of what makes a product “good,” restrictive regulations that make it nearly impossible to educate consumers, and the constant battle for new brands to prove themselves to retail buyers. The reality is, this industry is far from stable. If you want to stay, you have to learn how to play—so let’s talk about what that means.

The Definition of “Good” is Always Changing

In this space, what consumers perceive as “good” is always shifting. Trends come and go, new research influences buying behaviors, and the industry itself is still evolving. One day, everyone is focused on a certain type of product; the next, it’s something entirely different.

This is a huge challenge for brands. Just when you think you’ve nailed down what consumers want, the goalposts move. You can have a high-quality, well-crafted product, but if the market suddenly shifts its attention elsewhere, you’re left scrambling to adapt. Staying relevant means staying ahead of these changes—watching the trends, listening to the consumer, and being ready to pivot when necessary.

Regulations Make It Nearly Impossible to Educate Consumers

One of the biggest hurdles in this industry is that educating the consumer is incredibly difficult. Strict regulations control what can and cannot be said about products, and traditional advertising channels are completely off-limits. Social media? Shadowbanned. Paid ads? Forget about it. Even the words we use have to be carefully chosen to avoid getting flagged.

This lack of accessible education leaves consumers vulnerable to misinformation. The average shopper often has no idea what to look for in a product. Many simply default to the highest percentage at the lowest price because that’s what they think matters most. Ask any budtender—they’ll tell you how often customers come in asking for just that, without understanding the full picture.

But here’s the truth: numbers don’t tell the whole story. There’s so much more to a quality product than just one statistic on the label. The problem is, how do we explain that when we’re barely allowed to speak?

Marketing Manipulation: The THC % Trap

Because of these restrictions, consumers are left to rely on whatever information they can find—which often comes from marketing rather than education. And let’s be honest: marketing can be incredibly manipulative.

This is why we see the obsession with high percentages. Brands know that’s what consumers are looking for, so they lean into it. The result? A market flooded with products boasting the highest numbers possible, even if it means sacrificing quality.

The reality is, a well-balanced product with a strong profile is often far superior to one that’s just high in one specific component. But try explaining that to someone who’s been conditioned to believe otherwise. Without proper education, many consumers simply don’t know any better.

New Brands Face a Brutal Reality

For new brands trying to break into the market, the challenge isn’t just making a great product—it’s proving to retail buyers that they can sell.

Retailers aren’t in the business of taking risks. If a product doesn’t move, it’s dead weight on their shelves. That means new brands must quickly prove that they’re worth the investment. No matter how good your product is, retailers won't take the gamble if you can’t demonstrate demand.

This creates a brutal cycle: you need sales to get into stores, but you need stores to get sales. And with so many brands competing for limited shelf space, standing out becomes even harder.

How to Stay in the Game in an Unstable Market

This industry is unpredictable. Regulations shift. Consumer preferences change. Retailers get cautious. How do you stay in the game when the ground beneath you is constantly shifting?

Here’s what it takes:

1. Stay Educated & Compliant – Keep up with regulations and be ready to adapt. The rules will change—expect it. Stay ahead of compliance issues to avoid setbacks.
2. Prioritize Consumer Education (Even When It’s Hard) – Find creative ways to educate consumers within the constraints of the law. In-store experiences, budtender training, and word-of-mouth can go a long way.
3. Build Strong Retail Relationships – Support your retail partners. Help them move your product by providing staff training, promotions, and incentives. The easier you make it for them to sell, the more likely they are to keep stocking your brand.
4. Focus on Quality & Transparency – Don’t chase trends—chase excellence. Brands that build trust with consumers through transparency and consistency will outlast the hype cycles.
5. Be Ready to Pivot – Flexibility is key. Consumer habits shift, regulations evolve, and new competitors emerge. Brands that stay nimble and adapt quickly will be the ones that survive.

Final Thoughts

The o’uid industry is not for the faint of heart. It’s an unpredictable, highly regulated, and often frustrating space. But for those who are willing to play the long game, focus on quality, and truly understand their consumers, there is room to thrive.

It won’t be easy—but nothing worth doing ever is.

— Kelly Usborne Bruce Mother | CEO | Advocate | Supporting natural holistic approaches in pregnancy, postpartum & beyond