The Latest Trends in Cannabis

Cannabis trends move fast!

We track the latest consumer, brand, distribution, and market trends to keep you up to date on what's happening in the US cannabis market.



Cannabis Consumer Trends

New recreational cannabis consumers are using marijuana more frequently than previously surveyed new users. 

  • 50% of new recreational cannabis users in Q4 2020 used cannabis 5+ days per week. 


The gender balance of cannabis consumers has tipped.

  • The portion of female cannabis users steadily rose through 2020, reaching 51% in Q1 2021.
  • Women cannabis consumers skew younger and are heavier cannabis users than men.


Legalization Trends

Americans are ready when the federal government is. 

  • Cannabis is no longer a strictly partisan issue. Republican and Democratic voters are saying “yes” to legalize adult cannabis.
  • Increased cannabis use over the pandemic further normalized the plant, with recent reports showing 91% of Americans are in favor of at least medical cannabis. 
  • 10% of Americans report using cannabis in the past 3 months.
  • In October 2020, 81% of cannabis consumers said cannabis helped them deal with the stress of the pandemic.

The next step on the road to federal cannabis legalization in the US will likely be the SAFE Banking Act. 

  • Legal banking provides opportunities for major players to enter and expand in US cannabis.
  • Legal banking will encourage more states to legalize cannabis.

See all the insights with Brightfield’s Consumer & Legalization Trends Report





Cannabis Brand Trends

We conducted a study on cannabis brands in the most mature markets in the world - Colorado and California. Here’s what we saw:

  • Cannabis shoppers are very satisfied with their purchases. Once a consumer buys from a brand, they are likely to repurchase it. 
  • Brands that only market themselves by attributes and functional benefits are starting to look the same to consumers. 
  • An emotional connection with customers is necessary for building loyalty and staying competitive once federal legalization opens the market to bigger competition. 

See all the insight’s with Brightfield’s The Next Chapter of US Cannabis Report




Cannabis Distribution Trends

Distribution Trends for Canada and the US tracks the products hitting dispensary menus and shelves. Each month, we explore different product types for trending brands and attributes - like flavor, positioning, and dosage. Stay updated with Brightfield's latest Distribution Reports with the Inside Innovation Newsletter. 


July US Distribution Report: Disposable Vape Pens

Vaping is the most discreet way to inhale cannabis, and disposable pens make it even easier. The consumer need only open the package and puff away in most instances.

Disposable pens come in smaller pack sizes. 300mg pens are the standard, putting them at lower price points than vape cartridges. This affordability and ease of use make disposable pens perfect for trial or occasional cannabis enjoyment. 


See the brands, products, and attributes winning on shelf in the report!


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Sweets on Shelf: Cannabis Edibles Trends Report

The cannabis edibles market is expected to surpass $10 billion in sales by 2025. It's one of the fastest-growing categories in cannabis. High-level trends include:

  • 100mg pack sizes continue to be standard with 62% of edibles on shelf in this size
  • 41% of cannabis consumers report using cannabis candy/gummies in the past 6 months
  • Seasonality is showing up in cannabis candies as they launch summery flavors similar to traditional candy brands
  • When it comes to cannabinoid ratios, 82% of ratioed baked goods are 1:1 CBD:THC. 
  • The top THC chocolate positioning is relaxation, but intimacy comes in second with 14% distribution nationwide

See all the insight’s with Brightfield’s Edibles Trends Report


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Cannabis Market Trends

The US cannabis market has been optimistic since the 2020 election. Cannabis is on its way to legalization, starting with the SAFE Banking Act. The slow, incremental changes will allow companies to get involved at various points. 


Currently, acquisitions are heating up in the US cannabis space. Companies across the supply chain in various states are purchasing other brands. 


What do companies need to look for when acquiring or being acquired? Get the M&A Checklist


Expanding Shelves: The Road to a $50 Billion Cannabis Market

Factoring in current and likely future growth factors, Brightfield Group forecasts US cannabis sales will reach $50 billion by 2026.