As cannabis consumers become more knowledgeable about product safety, a new national survey commissioned by XRpure finds that Americans increasingly demand "clean cannabis.” Discerning consumers are looking for treated and tested products that are verified and labeled to be free of contaminants.
Among 500 U.S. adults surveyed, nearly half (48.4%) said they would prefer cannabis that is "tested and treated for contaminants," compared to just 21.6% who preferred products described as "untreated" or "natural" and 30% who reported that they were unsure or had no preference. The findings suggest consumers are prioritizing safety assurances over simply marketing claims and expect greater transparency from cannabis brands.
The survey also found that consumers are becoming more discerning about cannabis safety, which is unsurprising following recent investigations that revealed alarming levels of contamination in state-legalized cannabis products, including in California. More than half of respondents (53%) understand that testing and safety regulations are not standardized across state lines, while 46.4% said they do not assume cannabis sold legally is automatically free of mold and bacteria.
"Consumers are sending a clear message that they want cannabis products that have been tested, verified, and clearly labeled," said Jeff Adams, founder and managing director of XRPure. "The days of assuming a legal product is automatically safe are fading. People increasingly want to know what has been done to ensure the cannabis they're consuming is free from harmful contaminants."
Additional survey findings include:
- The vast majority, 74.4%, said clear labeling around how cannabis is treated would impact their purchasing decisions.
- 65% associate cannabis decontamination with removing harmful contaminants, and 47.2% associate the term with safety and quality control.
- However, about a quarter of respondents (27.6%) associated the term with chemicals, and 10% associated it with radiation.
Compared with XRpure's 2025 consumer survey, the latest findings suggest growing consumer awareness around cannabis safety and decontamination. Last year's survey found that more than 90% of Americans believed medical cannabis should be decontaminated and wanted decontamination disclosed on product packaging. This year's results indicate that consumers are increasingly linking decontamination to contaminant removal, safety, quality control, and purchasing decisions – and these associations apply to both medical and adult-use cannabis products.
"The conversation has evolved beyond whether or not cannabis should be tested and decontaminated," Adams added. "Consumers now expect transparency about how products are produced and are actively looking for information that helps them make informed choices."
Cannabis can be exposed to mold, bacteria, yeast, and other microbial contaminants during cultivation, harvesting, and processing. XRpure's X-ray decontamination technology helps cultivators eliminate microbial contamination to meet and exceed testing standards, while preserving the integrity of the flower, providing an additional layer of protection for both medical patients and adult-use consumers.
With the April 2026 executive order to reschedule cannabis illustrating the dichotomy of the industry, as state cannabis regulations continue to vary across the country, the survey highlights a growing opportunity for cannabis brands to build trust through applications of clear labeling, consumer education, and rigorous safety standards.
For the full survey, visit https://xrpure.com/consumer-survey-2026/#download.
Survey Methodology: XRPure commissioned SurveyMonkey to conduct a survey of 500 anonymous Americans ages 18 and up. The survey was conducted in June 2026.
