On Brand: Marketers take concentrates mainstream

Courtesy of Seed & Smith

Cannabis concentrates, once considered the domain of blow torch-wielding heavy users, are increasingly going mainstream. Numerous manufacturers and retailers bet they are the next frontier for the rapidly growing licensed cannabis market.

According to data company Headset, concentrates sales in California, Colorado, Nevada, Washington state (REC), and Oregon reached $886M in 2020, up more than 40% year over year. The growth slightly outpaced the total market, which grew by 39% over the same time frame. In these states, Concentrates now amount to nearly 10% of the total market.