Edibles and cannabis-infused drinks are no longer niche products—they’ve become staples in dispensaries across the United States. From California to Massachusetts, gummies dominate the edible shelves, fast-acting formulas have won consumer trust, and low- to moderate-dose beverages are emerging as a genuine alternative to alcohol. Market research firms such as BDSA and Headset continue to show that edibles are steadily gaining market share, while cannabis beverages—though still a smaller category—are growing at one of the fastest rates in the industry.

Why the Shift Is Happening

One of the biggest reasons behind this growth is control and predictability. Modern edibles, especially gummies, offer consumers precise dosing and reliable effects, allowing for a personalized experience. Headset data shows gummies make up roughly three-quarters of edible sales in the U.S., largely due to their consistent dosing and easy-to-understand effects. The development of fast-acting nano-emulsion technology has further improved the experience, reducing onset times and removing the uncertainty that used to come with traditional edibles. These innovations have helped build consumer confidence and bring new users into the fold.

Wellness and Alcohol Alternatives

Another key factor is the rise of wellness culture and alcohol moderation. Consumers are increasingly seeking ways to unwind or socialize without the calories, hangovers, or health drawbacks of alcohol. Cannabis beverages fit perfectly into this shift. While beverages still represent less than 2% of total cannabis sales nationally, they’ve experienced double-digit year-over-year growth. In some states, beverage sales are climbing even amid broader market slowdowns. The appeal is clear—predictable, social, and discreet consumption that feels familiar to anyone who enjoys a casual drink.

The Brands Leading the Way

Some of the biggest names in the edible and beverage space are shaping how consumers experience cannabis.

Wyld, for example, has become a dominant force in edibles across multiple markets. Known for its fruit-flavored gummies like Elderberry, Boysenberry, and Pomegranate, Wyld has set the standard for flavor, quality, and effect. Its share of the edible market in many states exceeds 20%, making it a leader by a wide margin.

Wana Brands is another top performer, with a variety of effect-based gummies designed for sleep, focus, and relaxation. The brand’s expansion into new markets and emphasis on consistency have solidified its place as a go-to option for both new and seasoned consumers.

Kiva Confections, particularly through its Camino line, continues to innovate with formulations that blend THC and CBN for sleep, such as its popular Midnight Blueberry gummies. These targeted effects—sleep, energy, or social balance—are resonating with wellness-focused buyers.

On the beverage side, Cann Social Tonics has pioneered the “microdose” movement. With light 2 mg THC and 4 mg CBD doses per can, Cann markets itself as a social, controllable buzz that competes directly with beer or wine for casual occasions.

For those who prefer a more robust experience, Keef offers nostalgic soda-style drinks, while Uncle Arnie’s has carved out a loyal fan base with its potent lemonade shots that pack higher doses for experienced consumers.

In the Northeast, Levia’s crisp, 5 mg seltzers—available in flavors like Achieve, Celebrate, and Dream—have become favorites for their taste, fast onset, and consistent results. These brands represent a full range of use cases—from social sipping to strong, session-ready beverages.

By the Numbers

Market research highlights how rapidly these categories are evolving. BDSA data indicates that beverages generated roughly $55 million in tracked U.S. markets in early 2025, marking 15% growth year-over-year. Within the overall edible category, beverages now make up about 6% of sales—behind gummies and chocolates but growing steadily.

Headset’s category tracking shows similar trends, with cannabis drink sales expanding even as flower and vape categories experience pricing pressure. This suggests beverages are attracting not just existing cannabis users but also consumers who are new to the category—especially those curious about functional wellness and social alternatives to alcohol.

What’s Driving the Momentum

Several factors continue to fuel the rise of edibles and drinks:

• Convenience and discretion: With no smoke, odor, or special equipment required, edibles and beverages are ideal for those seeking low-profile consumption. Gummies and drinks fit seamlessly into everyday routines and are easy to transport.
• Purpose-driven effects: Today’s products clearly communicate their intended effects—whether for sleep, relaxation, focus, or fun. The rise of minor cannabinoids like CBN and CBG, paired with specific terpene profiles, helps consumers choose experiences aligned with their goals.
• Cultural acceptance: As more consumers explore “sober-curious” lifestyles, low-dose THC drinks are finding their place alongside nonalcoholic beers and mocktails. The 2–5 mg per serving range is becoming the new social standard, making cannabis beverages accessible and inviting.

Looking Ahead

The future of edibles and beverages points toward even more innovation. Gummies will likely remain dominant, but expect to see increased demand for sugar-free, vegan, and functional ingredient options (like adaptogens and vitamins). Fast-acting formulas will continue to expand, appealing to consumers who value immediacy and control.

In beverages, the industry is expected to see growth in both microdose products for social use and higher-dose “shareable” formats for home consumption. As mainstream retailers and hospitality groups explore partnerships with cannabis drink producers, the category may eventually bridge the gap between dispensary shelves and lifestyle retail environments.

Retailers that curate a balanced lineup—pairing best-selling gummies like Wyld, Wana, and Kiva with cold beverage options from Cann, Keef, Levia, and Uncle Arnie’s—will be best positioned to serve every type of consumer. From a 2 mg sparkling tonic at brunch to a high-dose gummy before bedtime, today’s cannabis marketplace is built around flexibility, wellness, and choice.

The Takeaway

Edibles and drinks have transformed how people think about cannabis consumption. They’re convenient, socially acceptable, easy to dose, and increasingly aligned with modern wellness trends. As formulations improve and new flavors emerge, the category’s continued growth feels less like a passing trend—and more like the new normal for responsible, enjoyable cannabis use.