This report explores the US cannabis food and drink market (edibles, drinkables) in detail. Learn how to position your business or marketing efforts effectively, by using our expert’s deep industry insights.
Below, we’ve summarised the key areas covered and provided information from the report itself.
Key Areas Covered
- State of the cannabis food and drink market.
- Innovations and opportunities in edibles and beverages.
- Changes in consumption trends.
- Interest in beverage and edible formats.
- Important product attributes.
- Perceptions of alcohol vs cannabis beverages.
US Cannabis in Food and Drink Market Overview
The US cannabis market offers a mix of opportunities and challenges. While average retail sales are down due to price compression and oversupply, edibles and drinkables are a bright spot, projected to reach $6.6 billion by 2027. Cannabis beverages, in their infancy, have strong growth potential driven by positive health perceptions, improved taste, and falling costs. This report explores the opportunities available to stakeholders, and how to overcome industry challenges.
Cannabis Food and Drink Trends
- Consumer behaviour is shifting: Although trial of cannabis beverages is comparatively low, one trend is shaping up to boost the market: sober curiosity (discussed in our Alcohol Alternatives Market Report). This comes as cannabis beverage consumption ticks up 5% in the last year.
- Gummies lead the US edibles market: As 86% of women express an interest in trying gummies, this demographic shows strong potential.
- Mixed bag when it comes to attribute prioritisation: While adults generally prioritise functional attributes such as THC dosage and effect, young adults/high earners express and strong importance on brand and packaging.
What’s next for the cannabis food and drink market? Find out with this report, alongside expert guidance on how to put consumer needs first (based on Mintel’s consumer research). Looking for something else? Browse our other legal cannabis market research.
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Mintel’s Clients Portal: Our portal offers instant access to actionable analysis and trends pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.
Expert Analysis from an Industry Specialist
This report, written by Fiona O’Donnell, a leading lifestyle/leisure analyst, delivers in-depth commentary and analysis on the US cannabis food and drink market.
Cannabis edibles and beverages are navigating the crossroads of consumer wellness demands and regulatory complexities. As premium and health-focused offerings surge in popularity, accurate dosing, consistent quality and education efforts become pivotal, setting the stage for brands that prioritize both innovation and consumer trust.
Fiona O’Donnell
Senior Director, US Reports
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Overview
- What you need to know
- This Report looks at the following areas
- Definition
- Market context
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Executive Summary
- Top Takeaways
- Consumer trends
- Uptick in beverage consumption signals market potential
- Figure 1: Trended edible/drinkable cannabis use – Past three-month usage, 2019-23
- Gummies propel edibles market
- Figure 2: Edibles interest, 2021 and 2023
- Different dosages for different users
- Figure 3: Typical dose per occasion, 2023
- Cannabis beverages carve unique niche when compared to alcohol
- Competitive strategies
- Market predictions
- Figure 4: Cannabis edibles and drinkables outlook, 2023-28
- Opportunities
- Appeal to young snackers with savory edible options
- Figure 5: Edibles interest, by age, 2023
- Expand user base with customization and controlled dosing
- Figure 6: Interest in product added to beverages, by gender and by age, 2023
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State of the Cannabis Market
- Legal differences shape markets
- Cannabis: State of Legality
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Market Value Indicators
- Cannabis is a growing industry but not without challenges
- Edibles outperform total category
- Cannabis beverages hold significant potential
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Market Drivers
- Cannabis use is on the rise
- Figure 7: Select consumables – Trended use, 2020-23
- Edibles and drinkables attract new users and drive adherence
- Figure 8: Change in cannabis consumption, 2023
- Rising food and drink prices squeeze cannabis profit margins
- Figure 9: Consumer Price Index change from previous period, 2007-23
- Cannabis crops impacted by climate change
- Align dosage needs with different attributes to reach target users
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- Figure 10: Typical dosage, by product attributes, 2023
- Cannabis use is on the rise
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Key Players
- Edibles booming amid volatile market
- Cannabis industry dominated by Curaleaf
- Wana Brands leads in edibles
- Competition picking up in beverages
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Competitive Strategies and Market Opportunities
- Push permissible indulgence with “reduced” claims
- Functional benefits promote premiumness and drive adherence
- Flavor trends mimic broader food and drink trends
- Leading flavor trends
- Alcohol moderation creates space for cannabis beverages
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The Cannabis Food and Drink Consumer – Fast Facts
- Cannabis beverages show potential
- Led by gummies, edibles broaden cannabis consumer base
- NA cannabis beverages capitalize on changing consumption trends
- Market supports diverse range of potency needs
- Function is paramount but secondary attributes expand reach
- Positive perceptions of cannabis beverages create value
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Cannabis Format Use
- Edible use holds steady, drinks show potential
- Figure 11: Cannabis format use, 2023
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- Figure 12: Trended edible/drinkable cannabis use – Past three-month usage, 2019-23
- Young adults drive usage but older adults show promise with drinks
- Figure 13: Cannabis format use – Edibles and drinks, by age, 2023
- Income correlates with usage; promote value to encourage trial
- Figure 14: Cannabis format use – Edibles and drinks, by household income, 2023
- Edible use holds steady, drinks show potential
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Edibles Interest
- Gummies garner widespread interest, savory formats show potential
- Figure 15: Edibles interest, 2021 and 2023
- Edibles expand reach to women
- Figure 16: Edibles interest, by gender, 2023
- Keep pace with lifestage needs
- Figure 17: Edibles interest, by age, 2023
- Gummies garner widespread interest, savory formats show potential
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Drinkables Interest
- Non-alcoholic drinks gain momentum
- Figure 18: Drinkables interest, 2021 and 2023
- Use customization to expand consumer base
- Figure 19: Interest in product added to beverages, by gender and by age, 2023
- Young, affluent consumers seek variety across drinking occasions
- Figure 20: Interest in alcoholic and non-alcoholic cannabis drinkables, by age and income, 2023
- Non-alcoholic drinks gain momentum
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Typical Dose
- Market supports diverse range of potency needs
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- Figure 21: Typical dose per occasion, 2023
- Women skew toward lower-dosage products, need education
- Figure 22: Typical dose per occasion, by gender, 2023
- Age dictates different dosage needs
- Figure 23: Typical dose per occasion, by age, 2023
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Product Attributes
- Function edges out flavor in terms of importance
- Figure 24: Product attribute importance, 2023
- Appeal to diverse cannabis user base with relevant product mix
- Figure 25: TURF analysis – Product attribute importance, 2023
- Young adults report outsized interest in secondary attributes
- Figure 26: Product attribute importance, by age, 2023
- Higher-earners represent knowledgeable user base
- Figure 27: Product attribute importance, by household income, 2023
- Function edges out flavor in terms of importance
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Drinkables vs Alcohol
- Cannabis beverages have potential to carve unique niche
- Figure 28: Drinkables vs alcohol – Perceptions, 2023
- Positive perceptions of cannabis beverages signal growing acceptance
- Figure 29: Correspondence Analysis – Symmetrical map – Drinkables vs alcohol, 2023
- Perceptions of cost and taste vary across age groups
- Figure 30: Drinkables vs alcohol – Select perceptions, by age, 2023
- Cannabis beverages have potential to carve unique niche
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Appendix – Data Sources and Abbreviations
- Data sources
- Market data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
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Appendix – The Consumer
- TURF analysis methodology
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- Figure 31: Table – TURF Analysis – Product attribute importance, 2023
- Correspondence analysis methodology
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- Figure 32: Drinkables vs alcohol – Perception, 2023
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- Figure 33: Correspondence Analysis – Principal map – Drinkables vs alcohol, 2023
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