Gitnux/Report 2026

Canna Industry Statistics

The U.S. legal cannabis industry generated $29.1 billion in retail sales in 2025, explore the figures behind growth, operator comparisons, and 2025–2026 trends.
301Statistics
102Sources
12Sections
1Visuals
48mRead
November 11, 2026Updated
Canna Industry Statistics
Samuel NorbergWritten by Samuel Norberg·Fact-checked by Maya Johansson
Published ·Updated
How this report is researched
01Editorial Scope

Gitnux editors write the brief first: the topic, the inclusion rules, and the frame for what belongs.

02Source Research

Agents search the published record and log every extracted figure back to the passage it came from.

Read our full methodology →

Search agents attach provenance to every extracted figure.

Next review: within 31 days

01 Industry overview

The canna industry at a glance

The U.S. legal cannabis industry generated $29.1 billion in retail sales in 2025, but oversupply and price compression produced its first annual revenue decline while employment remained above 400,000 jobs.

$29.1B[81]
U.S. retail sales, 2025
412,500[81]
Legal cannabis jobs, 2025
$43B+[82]
Projected U.S. sales, 2030
40[81]
State markets analyzed, 2025
Market size
State-licensed cannabis products generated $29.1 billion in U.S. sales in 2025, down from $30.1 billion in 2024. The 2025 total excludes hemp-derived retail sales.[82][81]
Forecast & CAGR
Vangst and Whitney Economics project U.S. state-legal cannabis revenue to exceed $43 billion in 2030, up from $29.1 billion in 2025. That implies an approximate 8.1% compound annual growth rate for 2025–2030, calculated from the reported endpoints.[82]
Market share & regions
California, Michigan and New York were the largest employment markets in 2025, with approximately 57,500, 42,500 and 28,660 full-time industry workers, respectively. In the 2025 employment dataset, California had 74,623 jobs, Michigan 45,000 and Florida 30,968, making these leading regional markets by workforce.[82][17]
Key players & concentration
The industry remains fragmented across state-licensed operators rather than dominated by a single national market. Vangst identified the top 10 employers in its 2026 report, while its 2025 report counted 40 legal state markets and listed California with 7,257 licenses, Oklahoma with 5,772 and Michigan with 4,235 in January 2025.[81][17]
Pricing
Oversupply is compressing wholesale and retail prices across regulated markets. Whitney Economics reported that authorized growing capacity was sufficient to satisfy both legal and non-regulated U.S. demand in 2025, while Vangst linked falling prices to lower margins and weaker revenue growth.[83][17]
Trends, drivers & challenges
The main 2025–2026 drivers are new-market openings, expanded legal access and potential federal reform. The main constraints are oversupply, high taxes, compliance costs, illicit-market competition and limited access to growth capital; only 27.3% of operators surveyed in 2024 were profitable, while 40% were breaking even.[17][83]
Consumer behavior & competition
Consumers remain highly price-sensitive and may switch retailers, neighboring states, hemp-derived products or unregulated suppliers when taxes and legal-market prices are high. In Illinois, Vangst reported an effective cannabis sales-tax rate of 36.25% and described cross-border purchasing in Missouri and Michigan as a competitive response.[17]
Regulation
Federal regulation became more differentiated in 2026: an April 2026 DOJ rule placed FDA-approved cannabis products and marijuana covered by qualifying state medical licenses in Schedule III, while adult-use cannabis remained in Schedule I. The change did not federally legalize cannabis or authorize interstate commerce, and broader rescheduling remained pending as of November 10, 2026.[84][85]
Latest news
The most consequential recent policy development is the April 28, 2026 effective date for partial federal rescheduling of qualifying medical cannabis and FDA-approved products. In November 2026, Illinois also moved to remove many hemp-derived THC beverages from liquor-store shelves beginning November 12 under a new state law targeting unregulated cannabis products.[84][58]

02 Ranking

Top 10 Companies in the Canna Industry

The leading companies in the canna industry, ranked on market impact, performance, momentum, innovation and brand popularity.

Updated November 10, 2026 · Next review December 10, 2026

Verdict

Green Thumb Industries stands out for branded cannabis products and retail footprint because it operates RISE dispensaries across 14 U.S. markets, while Organigram Global focuses on Canadian recreational cannabis products since it reported 62.2% fiscal 2025 revenue growth with R&D at 4.2% of revenue.

Ranked by Overall score · How we score ↓

Editor's top 3 picks

Where to start, by need.

  1. #1 Overall · Leader in branded cannabis retail

    Green Thumb Industries

    US

    Ranked #1 · 9.4 · Branded cannabis retail

    Why we picked it: It manufactures branded cannabis products and runs RISE dispensaries across 14 U.S. markets, posting 11.7% operating margin.

    See in ranking ↓Visit gtigrows.com ↗

  2. Leader in canadian cannabis products

    Organigram Global

    CA

    Ranked #2 · 9.1 · Canadian cannabis products

    Why we picked it: It reported 62.2% revenue growth in fiscal 2025 while R&D equaled 4.2% of revenue, with an operating margin of -5.9%.

    See in ranking ↓Visit organigram.ca ↗

  3. Leader in global cannabis

    Cronos Group

    CA

    Ranked #5 · 8.7 · Global cannabis brands

    Why we picked it: It reported 24.6% revenue growth in 2025, with an operating margin of -11.9% and R&D at 3% of revenue.

    See in ranking ↓Visit thecronosgroup.com ↗

Pick 1 is the #1 company overall. Picks 2 and 3 are the highest-ranked companies in the top 5 that add a new segment.

Full ranking

Sort by
Top 10 companies in the canna industry, 2026 – Gitnux ranking
#CompanyOverall ↓Company snapshot
1

Green Thumb Industries

Branded cannabis retail · US

9.4
2

Organigram Global

Canadian cannabis products · CA

9.1
3

Trulieve

Branded cannabis retail · US

9.1
4

Canopy Growth

Canadian cannabis products · CA

8.8
5

Cronos Group

Global cannabis brands · CA

8.7
6

TerrAscend

North American cannabis cultivation and retail · CA

8.4
7

SNDL

Canadian cannabis cultivation, retail and branded products · CA

8.3
8

Jushi Holdings

Vertically integrated U.S. cannabis operator · US

8.0
9

Verano

U.S. cannabis cultivation, brands and retail · US

8.0
10

Planet 13 Holdings

Vertically integrated U.S. cannabis retail and products · US

7.4

How we score

  • Impact (30%): scale and weight in the market (revenue, market share, employees, market position).
  • Performance (20%): recent revenue growth and operating margin; an analyst assessment where a company does not publish them.
  • Momentum (20%): growth trajectory and future potential.
  • Innovation (15%): R&D intensity and how technologically advanced the company is.

Popularity (brand search demand, 15%) counts toward Overall but is not published as a column. Overall leaves out what is not known.

Scale Scores are shown on a 7–10 scale with one decimal; bars start at 7.0.

Cadence Recalculated when new figures are published; next review December 10, 2026.

Independence. Rankings are editorially independent. Scores, ranks, picks and the verdict follow the method above; no company can pay to change them.

Cite this ranking

APA

Samuel Norberg. (2026, November 10). Top 10 companies in the canna industry. In Canna Industry Statistics. Gitnux. https://gitnux.org/canna-industry-statistics/#top-companies

report visual · Comparison

Canada medical and non-medical packaged cannabis sales by product type

Dried cannabis holds the largest share at 14.3M.

Dried cannabis14.3M
Edible cannabis7.4M
Cannabis extracts6.6M
Cannabis topicals96K
Vegetative cannabis plants7,829
Cannabis seeds2,025
source-verifiedcanada.ca

04 Statistics

Technology & Innovation

Data and automation expectations split between no impact (43%) and positive impact (40%) for 2025, while 31% expected machine learning and generative AI to automate accounting and operations.

AI in the canna industry

  • 2% of U.S. cannabis businesses expected data-management and AI platforms to have a negative business impact in 2025.[1]
  • 43% of U.S. cannabis businesses expected data-management and AI platforms to have no business impact in 2025.[1]
  • 15% of U.S. cannabis businesses declined to assess the expected impact of data-management and AI platforms in 2025.[1]
  • 51% of non-plant-touching U.S. cannabis businesses expected data-management and AI platforms to have a positive impact in 2025.[1]
  • 31% of cannabis businesses expected machine learning and generative AI to help automate routine accounting and operations tasks in the coming years.[2]
  • 40% of U.S. cannabis businesses expected data-management and AI platforms to have a positive business impact in 2025.[1]

Automation in the canna industry

  • 7% of cannabis cultivation operations used automated systems to transport plant materials in 2023.[3]
  • 17% of cannabis cultivation operations used automated light-deprivation curtain systems in 2023.[3]
  • 65% of cannabis cultivation operations used automated lighting or supplemental-lighting controls in 2023.[3]
  • 65% of cannabis cultivation operations used automated environmental controls for temperature and humidity in 2023.[3]
  • 54% of cannabis cultivation operations used automated irrigation systems in 2023.[3]
  • 18% of cannabis cultivation operations used automated packaging systems in 2023.[3]

Digital Transformation in the chemicals and materials sector (sector benchmark)

  • Among EII businesses, 68% reported adopting AI in 2024, with an estimated 10% productivity increase.[4]
  • Among ASUG chemicals-industry members, 57% identified moving to SAP S/4HANA as a top focus area in 2025.[5]
  • Among ASUG chemicals-industry members, 46% ranked automation among their leading technology focus areas in 2025.[5]
  • Across European chemical subindustries, 65% of companies viewed digitalization as an opportunity that would significantly impact their activities in 2024.[4]

Technology Adoption in the chemicals and materials sector (sector benchmark)

  • Among chemicals organizations surveyed by IBM, 49% had implemented AI for production planning and scheduling in 2025.[6]
  • Among chemicals organizations surveyed by IBM, 49% had implemented AI for quality inspection or defect detection in 2025.[6]
  • Among chemicals organizations surveyed by IBM, 53% had implemented AI for real-time process control and optimization in 2025.[6]
  • Among chemicals organizations surveyed by IBM, 45% had implemented AI for supply-chain optimization in 2025.[6]

Cloud Computing in the chemicals and materials sector (sector benchmark)

  • Across chemical-sector companies surveyed by Arthur D. Little and Cefic, 15% planned to migrate to cloud computing in coming years in 2023.[7]
  • Among EII businesses, 2% reported decreased productivity from cloud computing in 2024.[4]
  • Among EII businesses, 52% reported increased productivity from cloud computing in 2024, while 46% reported no change.[4]
  • Across chemical-sector companies surveyed by Arthur D. Little and Cefic, more than 35% had at least partially migrated to cloud computing in 2023.[7]

Big Data in the chemicals and materials sector (sector benchmark)

  • Among EII businesses, 48% reported increased productivity from big data in 2024.[4]
  • Among EII businesses, 44% reported no productivity change from big data in 2024.[4]
  • Among EII businesses, 6% reported decreased productivity from big data in 2024.[4]
  • Among ASUG chemicals-industry members, 49% cited gaining actionable insights from data and analytics as a current challenge in 2025.[5]

Blockchain in the canna industry

  • 28% of cannabis businesses identified regulatory and tracking systems for product tracking and compliance among the technologies most likely to help their businesses in the future.[2]
  • 1 cannabis company described a proprietary blockchain architecture for sharing breeding data, phenotype analytics, royalty distributions and licensing information in a 2025 SEC filing.[8]

05 Statistics

Data & Analytics

Transaction and pricing visibility expanded through data platforms, with $47 billion in cannabis sales data aggregated at receipt and basket level and 34¢ of every $1 flowing through Headset’s data platform.

Business intelligence in the canna industry

  • 30+ data modules and 50+ source integrations were offered by Cannabis Big Data for licensed cannabis businesses.[8]
  • $47 billion in cannabis sales data is aggregated at receipt and basket level by Headset.[9]
  • 4 data dashboards display licensing, harvest, sales, pricing and enforcement statistics for California’s cannabis industry.[10]
  • 3,500+ cannabis retail partners in the United States and Canada provide transaction data to Headset’s platform.[9]
  • 2 in 5 cannabis businesses expected data-management and artificial-intelligence platforms to have a positive business impact over the following 12 months.[1]
  • 34¢ of every $1 spent on cannabis in the United States and Canada flows through Headset’s data platform.[9]

Data analytics in the canna industry

  • 96% of Ontario beverage sales in 2024 came from cold beverages.[11]
  • $705,349,407 was spent on whole-flower products in Ontario during 2024.[11]
  • 99% of Ontario pre-roll sales in 2024 came from single-strain packs.[11]
  • 84% of Ontario dried-flower sales in 2024 came from whole flower.[11]
  • $431,623,787 was spent on single-strain pre-roll packs in Ontario during 2024.[11]
  • $290,774,774 was spent on 510-thread cannabis cartridges in Ontario during 2024.[11]

Data Quality in the chemicals and materials sector (sector benchmark)

  • 89% of manufacturers said data use improved their decision-making processes in 2026, across the surveyed manufacturing sector.[12]
  • 67% of supply-management organizations said their data quality was better or significantly better than two years earlier in 2024.[13]
  • 42% of manufacturers had a process to verify manufacturing-data accuracy and quality in 2026, while 51% did not.[12]
  • 80% of manufacturers reported a measured value for their operational data in 2026, across the surveyed manufacturing sector.[12]
  • 44% of companies in the manufacturing survey reported AI-project failures caused by poor data quality in 2025, across surveyed manufacturers.[14]
  • 49% of supply-management organizations rated their data quality as good or excellent in 2024, based on an Institute for Supply Management survey.[13]

Data Governance in the chemicals and materials sector (sector benchmark)

  • 46% of GCC chemical companies had established common data standards with collaboration partners in 2022.[15]
  • 67% of GCC chemical companies had established performance management or KPIs around digital supply chains in 2022.[15]
  • 61% of supply-management organizations had a dedicated data-governance function in 2024, based on a survey of more than 121 respondents.[13]
  • 28% of manufacturers had a data-governance leader in 2026, across the Manufacturing Leadership Council survey.[12]
  • 52% of global chemical companies had established performance management or KPIs around digital supply chains in 2022.[15]
  • 90% of supply-management organizations agreed or strongly agreed that data governance was necessary in 2024.[13]

KPIs in the canna industry

  • $99.0 million was Tilray Brands’ cannabis gross profit in fiscal 2025, up 10% from fiscal 2024.[16]
  • $259.183 million was Organigram’s net revenue in fiscal 2025.[8]
  • 20% was Canopy Growth’s increase in cannabis net revenue during the fourth quarter of fiscal 2026 compared with the prior-year quarter.[8]
  • $21.855 million was Organigram’s adjusted EBITDA in fiscal 2025, up 160% from fiscal 2024.[8]
  • 40% was Tilray Brands’ cannabis gross margin in fiscal 2025, up from 33% in fiscal 2024.[16]
  • 7% was the increase in Jushi’s retail cannabis units sold in 2025 compared with 2024.[8]

06 Statistics

Strategy & Growth

Growth continues alongside consolidation pressures, with oversupply and price compression contributing to unprofitable operators exiting and selective market consolidation.

Growth in the canna industry

  • 19 U.S. states recorded negative year-over-year cannabis revenue growth in 2024.[17]
  • $89.0 billion was the projected global legal cannabis market size for 2026.[18]
  • $69.7 billion was the estimated global legal cannabis market size in 2024, according to Grand View Research.[18]
  • 3.8 million pounds was estimated total cannabis consumption in California in 2024.[19]
  • High-single-digit growth was recorded by global cannabis value sales in 2025, led by U.S. adult-use and German medical sales.[20]
  • 15.4% was the projected compound annual growth rate for U.S. cannabis shake, trim and lite products through 2029.[21]

Differentiation in the canna industry

  • $171 million was spent on pre-rolls in California in the second quarter of 2021.[19]
  • $354 million was spent on vape products in California in the second quarter of 2024.[19]
  • 20% of proceeds from the oHHo and (RED) cannabis product line were allocated to the charity’s health programs.[22]
  • 850-plus unique flower brands were identified in the U.S. cannabis market by New Frontier Data.[23]
  • $309 million was spent on vape products in California in the second quarter of 2021.[19]
  • $200 million was spent on pre-rolls in California in the second quarter of 2024.[19]

Mergers and acquisitions in the canna industry

  • 4 cannabis M&A transactions were recorded in the Business of Cannabis tracker for 2023.[24]
  • 33% was the decline in cannabis industry M&A value from 2023 to 2024.[25]
  • 10 cannabis M&A transactions were recorded in the Business of Cannabis tracker for 2024.[24]
  • 152 cannabis deals had been recorded by Cannamonitor in 2026 through October 30.[26]
  • 8 cannabis M&A transactions were recorded in the Business of Cannabis tracker for 2025.[24]
  • 18 cannabis M&A transactions were recorded in the Business of Cannabis tracker for 2026.[24]

Strategic partnerships in the canna industry

  • 2 U.S. markets were targeted by The Cannabist Company’s 2024 partnership with COAST Cannabis Co.[27]
  • 4 states were named for the initial retail rollout of Old Pal and Babish THC-infused sugar through The Cannabist Company.[28]
  • 5 milligrams of THC and 5 milligrams of CBD were included in each Green Monké Happy Soda delivered through its Georgia distribution partnership.[29]
  • 3 U.S. states were covered by Nevis Brands’ new licensing partnerships for its Major cannabis beverage brand in 2024.[30]
  • 14 milligrams of cannabinoids were included per can in the 2024 Evermore and Union Craft Brewing infused seltzer, combining THC, CBD and CBG.[28]
  • 160 milligrams of CBD and 40 milligrams of CBN were included in each oHHo (RED) CBNight chocolate bar.[22]

07 Statistics

People & Workforce

Employment stayed above 400,000 as 2025 jobs reached 412,500, with 2025 Illinois training completion exceeding 85% and a 100-hour hybrid curriculum in Maryland.

Hiring in the canna industry

  • 3.4% fewer people were employed in the U.S. legal cannabis sector in 2024 than in the previous year.[17]
  • 9,400 to 11,700 Illinois cannabis workers were implied by the 2024 employee-survey response rate of 20% to 25%.[31]
  • 10% of Illinois employee-survey respondents in 2023 worked at corporate or headquarters offices.[31]
  • 425,002 people worked in the U.S. legal cannabis industry in 2024, according to the national jobs report.[17]
  • 2,346 Illinois cannabis employees responded to the 2024 diversity survey.[31]

Employee retention in the canna industry

  • 3 Massachusetts Cannabis Control Commission employees cited organizational culture as an exit reason in the 2024 exit interviews.[32]
  • 3 Massachusetts Cannabis Control Commission employees cited conflict with managers or leadership as an exit reason in the 2024 exit interviews.[32]
  • 14% was the Massachusetts Cannabis Control Commission workforce turnover rate in 2023, based on 16 exit interviews.[32]
  • 57% of Massachusetts Cannabis Control Commission 2024 exit-interview respondents cited conflict with managers or leadership among their exit reasons.[32]
  • 12% was the Massachusetts Cannabis Control Commission workforce turnover rate in 2024, based on 14 exit interviews.[32]

Remote Work in the chemicals and materials sector (sector benchmark)

  • Across U.S. chemical and pharmaceutical manufacturing employers, 5.7% of positions were fully remote in 2024.[33]
  • Among U.S. energy, natural-resources and chemicals workers, 8% preferred fully remote work in 2025.[34]
  • Among U.S. energy, natural-resources and chemicals workers, 25% preferred mostly remote work in 2025.[34]
  • Across U.S. remote-capable employees, 25% worked exclusively remotely in August 2026.[35]

Hybrid Work in the chemicals and materials sector (sector benchmark)

  • Across U.S. remote-capable employees, 61% preferred a hybrid work arrangement in November 2025.[35]
  • Across U.S. remote-capable employees, 54% worked in a hybrid arrangement in August 2026.[35]
  • Across U.S. hybrid employees, 48% said their team had not discussed a formal or informal collaboration plan in 2026.[35]
  • Across U.S. chemical and pharmaceutical manufacturing employers, 44.5% of positions were fully hybrid in 2024.[33]
  • U.S. hybrid employees spent an average of 46% of their workweek on-site in 2026.[35]

Upskilling in the canna industry

  • More than 85% was the completion rate for Maryland’s REDI cannabis workforce training in 2025.[36]
  • 100 hours was the length of Maryland’s 2025 hybrid cannabis workforce-development curriculum.[36]
  • More than 125 Maryland participants received cannabis workforce training through the REDI program in 2025.[36]
  • More than 50% of surveyed California cannabis workers received some training on the medical uses of cannabis in 2024.[37]
  • 16 hours of in-person practicum were included in Maryland’s 2025 cannabis workforce-development curriculum.[36]

Employee Engagement in the chemicals and materials sector (sector benchmark)

  • Across best-practice organizations recognized by Gallup, 70% of employees were engaged in 2025.[35]
  • Among global managers, 22% were engaged at work in 2025, compared with 19% of non-managers.[35]
  • Across employees in the United States and Canada, 31% were engaged at work in 2025.[35]
  • Across employees worldwide, 20% were engaged at work in 2025.[35]
  • Across employees in the United States, 32% were engaged at work in 2025.[35]

DEI in the canna industry

  • 1% of surveyed California cannabis workers identified as transgender in 2024.[37]

08 Statistics

Customer & Sales

Retail conversion depends on in-store experience: 85% of U.S. dispensary shoppers said knowledgeable budtenders would make them return, and loyalty members showed a 59.7% repeat-buyer rate in Q1 2026.

Customer experience in the canna industry

  • 78% of Gen Z and Millennial cannabis shoppers said budtender expertise influenced their purchases in 2025.[38]
  • 69% of New Jersey cannabis users bought products from a licensed dispensary in 2023.[39]
  • 85% of U.S. dispensary shoppers said knowledgeable budtenders would make them return to the same dispensary in 2025.[38]
  • One-third of U.S. cannabis shoppers said they had left a dispensary they liked because of irrelevant outreach or confusing promotions in 2025.[38]
  • 66% of U.S. dispensary shoppers preferred browsing independently before engaging with a budtender in 2025.[38]

Customer retention in the canna industry

  • 28.2% was the average email open rate among U.S. cannabis loyalty members in Q1 2026.[40]
  • 26.2% of U.S. cannabis nonmembers were reachable by email in Q1 2026.[40]
  • 59.7% was the repeat-buyer rate among U.S. cannabis loyalty members in Q1 2026.[41]
  • 1.53 million new loyalty enrollments were recorded by the U.S. dispensary benchmark cohort in Q1 2026.[41]
  • 81.3% of U.S. cannabis loyalty members were reachable by email in Q1 2026.[40]

Customer acquisition in the canna industry

  • 12.4% was the top-quartile click-through rate for first welcome emails in U.S. cannabis dispensary programs in 2026.[42]
  • $82 was the reported customer acquisition cost for the mid-sized U.S. cannabis dispensary segment in a 2026 benchmark report.[42]
  • 48% was the top-quartile open rate for emails 2–5 in U.S. cannabis dispensary welcome sequences in 2026.[42]
  • 23× was the median lifetime-value-to-acquisition-cost ratio reported for U.S. cannabis retail programs in 2026.[42]
  • $135 was the reported customer acquisition cost for the largest U.S. cannabis dispensary segment in a 2026 benchmark report.[42]

Customer loyalty in the canna industry

  • $235.59 was the average quarterly spend per U.S. cannabis loyalty member in Q1 2026.[40]
  • 81.7% was the loyalty-program penetration among active U.S. cannabis customers in Q1 2026.[40]
  • 1.72 million active loyalty members were represented in the U.S. cannabis benchmark cohort in Q1 2026.[41]
  • 2.32 was the average quarterly visit frequency for U.S. cannabis nonmembers in Q1 2026.[40]
  • 2.1 million dispensary shoppers were represented in the U.S. cannabis loyalty benchmark dataset in Q1 2026.[41]

Lead generation in the canna industry

  • 34% was the top-quartile open rate for promotional broadcast emails from U.S. cannabis dispensaries in 2026.[42]
  • 2.4% was the median click-through rate for U.S. cannabis dispensary weekly newsletters in 2026.[42]
  • 22% was the median open rate for promotional broadcast emails from U.S. cannabis dispensaries in 2026.[42]
  • 4.1% was the top-quartile click-through rate for promotional broadcast emails from U.S. cannabis dispensaries in 2026.[42]
  • 29% was the top-quartile 12-month email open rate for U.S. cannabis dispensary programs in 2026.[42]

09 Statistics

Marketing & Brand

Marketing spend intent remains high for 2025, with 69% of U.S. cannabis companies planning marketing and advertising investment, including 46% identifying significant investment as a growth strategy.

Marketing in the canna industry

  • 69% of U.S. cannabis companies planned to invest in marketing and advertising during the following 12 months in 2025.[1]
  • 46% of U.S. cannabis businesses identified significant investment in marketing as a planned growth strategy for the following 12 months in 2025.[1]
  • 76% of plant-touching U.S. cannabis businesses planned marketing and advertising investment, compared with 60% of non-plant-touching businesses, in 2025.[1]
  • 62% of U.S. cannabis companies planned to invest in expansion and growth initiatives during the following 12 months in 2025.[1]
  • 52% of U.S. cannabis companies planned to invest in customer experience during the following 12 months in 2025.[1]

Branding in the canna industry

  • 48% of cannabis consumers said they always bought branded products in the 2021 U.S. Weedmaps survey.[43]
  • 35.6% of current CBD consumers typically used the same brands but occasionally tried new or different brands in 2021.[44]
  • 27% of current CBD consumers always used the same CBD brand in a 2021 U.S. consumer report.[44]
  • 54% of cannabis consumers had a favorite cannabis brand in the 2021 U.S. Weedmaps survey.[43]
  • 84% of cannabis consumers willing to pay the highest prices for an eighth said social value and product-brand attributes mattered significantly in their social circles.[45]

Social media in the canna industry

  • 18% of respondents in U.S. states without legal retail cannabis noticed cannabis advertising on social media in 2022.[46]
  • 9.26% was the engagement rate for Instagram video content in California’s 2024 cannabis consumer-awareness creator campaign.[47]
  • 6.75% was the all-time engagement rate for California’s 2024 cannabis consumer-awareness creator campaign across 159 content pieces.[47]
  • 18% of respondents in U.S. medical-cannabis states noticed cannabis advertising on social media in 2022.[46]
  • 19% of U.S. respondents noticed cannabis advertising on social media during the 12 months before the 2023 survey.[46]

Influencer Marketing in the chemicals and materials sector (sector benchmark)

  • Across B2B companies, 29% of marketers planned to adopt influencer marketing within the following year in a March 2025 Ipsos survey.[48]
  • Across B2B companies, 81% of marketers had a dedicated influencer-marketing budget in a September 2024 U.S. survey of firms with at least 100 employees.[49]
  • In U.S. manufacturing, 19% of marketers used influencer marketing among paid channels in the prior 12 months, according to a 2025 industry benchmark.[50]
  • Across B2B companies, 56% of marketers identified social-media posts as the most effective influencer-program content type in a September 2024 U.S. survey.[49]
  • Across B2B companies, 55% of marketers used creators in 2025, based on a March 2025 Ipsos survey of 1,500 marketing professionals.[48]

10 Statistics

Operations & Execution

Automation adoption remains concentrated in cultivation controls, including 65% using automated environmental controls for temperature and humidity in 2023, alongside test-passing rates in New York.

Process optimization in the canna industry

  • 7% of surveyed cannabis cultivation operations used automated transport of plant materials in 2023, United States.[3]
  • 13% of surveyed cannabis cultivation operations used no automation technology in 2023, United States.[3]
  • 14% of surveyed cannabis cultivation operations achieved four premium-smokable-flower turns per year, based on 2023 research.[3]
  • 65% of surveyed cannabis cultivation operations used environmental controls for temperature and humidity in 2023, United States.[3]
  • 17% of surveyed cannabis cultivation operations used light-deprivation curtain automation in 2023, United States.[3]

Operational efficiency in the canna industry

  • 666,433 dry-equivalent pounds of cannabis were produced by Glass House Brands in 2025, California.[8]
  • 300,000 pounds was the annual cannabis production capacity targeted by Glass House Brands’ additional one-million-square-foot greenhouse retrofit, California.[8]
  • 61% of surveyed cannabis cultivation operations produced less than 10,000 pounds of biomass in 2022, United States.[3]
  • 1,708,000 square feet was Glass House Brands’ licensed greenhouse cultivation canopy at December 31, 2025, California.[8]
  • 9% of surveyed cannabis cultivation operations produced at least 30,000 pounds of biomass in 2022, United States.[3]

Quality management in the canna industry

  • 97.1% of 20,953 adult-use cannabis product lots passed state-mandated testing in New York from January through November 2025.[51]
  • 95.8% of adult-use cannabis product lots submitted for laboratory testing passed in New York from October 2023 through September 2024.[51]
  • 4.20% of 8,092 adult-use cannabis product lots failed testing in New York from October 2023 through September 2024.[51]
  • 80.59% of failed adult-use cannabis lots in New York were unextracted products from October 2023 through September 2024.[51]
  • 54.41% of failed unextracted cannabis lots in New York were associated with Aspergillus from October 2023 through September 2024.[51]

Supply chain in the canna industry

  • 1% of cannabis consumers accounted for 20% of baskets in LeafLink partner case studies in 2025, United States.[52]
  • 15% of cannabis buyers were daily users who accounted for more than 90% of industry volume in LeafLink analysis in 2025, United States.[52]
  • 100 days was the average cannabis retail inventory held by stores in the United States in 2025, according to LeafLink analysis.[52]
  • Approximately $2 billion in annual direct sales was attributed to cannabis stock-outs in the United States in 2025.[52]
  • $600,000 or more in working capital was estimated to be tied up per average U.S. cannabis retail location by excess inventory in 2025.[52]

Outsourcing / Offshoring in the chemicals and materials sector (sector benchmark)

  • Across North American specialty chemicals, 50% of customer respondents were actively pushing onshoring projects in 2025.[53]
  • Across North American specialty chemicals, 50% of customer respondents actively drove onshoring projects with suppliers but reported no success in 2025.[53]
  • Across 22 EU countries and Norway, 34.1% of enterprises engaged in international sourcing cited labour-cost reduction as a motivation during 2021–2023.[54]
  • Across North American specialty chemicals, 100% of customer respondents allocated only 0–25% of company capital expenditure to reshoring projects in 2025.[53]
  • Across North American specialty chemicals, 43% of customer respondents actively drove onshoring projects with suppliers and achieved some success in 2025.[53]

11 Statistics

Finance & Pricing

Price compression is persistent, including wholesale declines in California, while operating outcomes diverge across operators.

Pricing strategy in the canna industry

  • $6.48 per gram was the average Canadian cannabis price observed across private and government retailers in 2024.[55]
  • 60% was the decline in California mixed-light cannabis wholesale prices from their peak through 2024.[56]
  • 46% was the decline in California indoor cannabis wholesale prices from their peak through 2024.[56]
  • $6.12 per gram was the median U.S. cannabis flower price in 2023 across adult-use markets studied with retail scanner data.[57]
  • 74% was the decline in California outdoor cannabis wholesale prices from their peak through 2024.[56]

Cost reduction in the canna industry

  • $100 million to $150 million was Canopy Growth’s expected savings from cost-reduction actions over 12 to 18 months.[8]
  • $65.4 million was Canopy Growth’s aggregate principal reduction from third-quarter 2024 debt paydowns.[8]
  • 35% was Tilray’s fiscal-2025 gross margin, up from 30% in fiscal 2024, reflecting lower cultivation and post-harvest costs.[8]
  • More than $20 million in annual savings was SNDL’s projected benefit from its 2024 restructuring plan.[25]
  • $125.6 million was the principal amount Canopy Growth repaid under its credit agreement during its restructuring period.[8]

Profitability in the canna industry

  • 51% was the 2024 gross margin of the cannabis company reporting $50.8 million in gross profit.[8]
  • $155.1 million was that company’s net loss attributable to common shareholders in 2024.[8]
  • $75.8 million was Curaleaf’s adjusted EBITDA in the fourth quarter of 2024.[8]
  • 55% was the 2024 gross margin of the cannabis company reporting $38.5 million in gross profit and $69.5 million in revenue.[8]
  • 35% was Tilray’s fiscal-2025 gross margin, compared with 30% in fiscal 2024.[8]

Financial planning in the canna industry

  • $125.6 million was Canopy Growth’s principal repayment under its credit agreement during fiscal 2024.[8]
  • $31.9 million was the remaining Canopy Growth note principal settled in cash at maturity in July 2023.[8]
  • $550 million was invested in cannabis companies through venture capital in 2023.[58]
  • $6.4 million was SNDL’s positive free cash flow in 2024, reversing a $44.1 million outflow in 2023.[59]
  • $93.2 million was the remaining Canopy Growth convertible-debenture balance converted into common shares.[8]

12 Statistics

Product & Service

Product mix and testing outcomes show where demand concentrates, including Ontario 99% single-strain pre-roll packs in 2024 and Illinois adult-use dispensary sales reaching $1.701 billion in FY2024.

Product development in the canna industry

  • Approximately $38 million in Illinois adult-use sales came from packaged cannabis mixes in FY2024.[60]
  • 62.1% of Canadians aged 18 years and older used dried cannabis leaf or flower in the previous 12 months in 2023.[61]
  • 62.7% of Canadian cannabis consumers aged 25 years and older who were women used edibles in the previous 12 months in 2023.[61]
  • 51.9% of Canadian cannabis consumers aged 25 years and older who were men used edibles in the previous 12 months in 2023.[61]
  • 57.1% of Canadians aged 18 years and older used cannabis edibles in the previous 12 months in 2023.[61]

Product lifecycle in the canna industry

  • Illinois marijuana mix-packaged sales increased from approximately $12 million in FY2023 to $38 million in FY2024.[60]
  • Illinois usable-marijuana sales were approximately $80 million in FY2020, the first year shown in the state series.[60]
  • Illinois solid cannabis-infused edible sales were approximately $222 million in FY2024.[60]
  • Illinois adult-use dispensary sales increased to $1.701 billion in FY2024.[60]
  • Illinois adult-use dispensary sales increased from $1.504 billion in FY2022 to $1.586 billion in FY2023.[60]

After-sales in the canna industry

  • 60% of U.S. cannabis shoppers surveyed in 2025 preferred to browse independently before engaging with a budtender.[38]
  • 48% of U.S. cannabis shoppers surveyed in 2025 said they would return more often if offers and communications were more personalized.[38]
  • 57% of U.S. cannabis shoppers surveyed in 2025 said inconsistent dispensary experiences caused them not to return.[38]
  • 85% of U.S. cannabis shoppers surveyed in 2025 said they would return to a dispensary because of knowledgeable budtenders.[38]

Value proposition in the canna industry

  • 43% of satisfied New Jersey cannabis users surveyed in 2023 valued knowing that dispensary products were safe.[39]
  • Only 7% of New Jersey cannabis users surveyed in 2023 approved of the price of legal cannabis.[39]
  • 71.7% of Canadian cannabis users in 2023 bought exclusively from legal sources during the previous 12 months.[61]
  • 38.0% of Canadians who bought cannabis from legal sources in 2023 cited product safety as their top reason.[61]
  • 23% of satisfied New Jersey cannabis users surveyed in 2023 said product quality was a reason for their satisfaction.[39]

13 Statistics

Sustainability & Ethics

Environmental footprint remains measurable, including a 2025 life-cycle assessment estimate of 44 million metric tons of carbon-dioxide equivalent per year for combined legal and illicit U.S. cannabis production.

Sustainability in the canna industry

  • 4.2 megawatt-hours was the estimated annual energy use associated with combined legal and illegal U.S. cannabis cultivation in a 2019 assessment.[62]
  • 428,191 metric tons of carbon dioxide emissions were associated with estimated combined legal and illegal U.S. cannabis cultivation in 2019.[62]
  • 18.9–20.8 liters of water per plant per day is the estimated outdoor cannabis cultivation requirement reported for Europe.[63]
  • 2.8 billion gallons was the estimated combined legal and illicit U.S. cannabis-crop water use in 2020.[64]
  • 69% was the projected share of U.S. cannabis-crop water use attributable to illicit production in 2025.[64]

ESG in the canna industry

  • 65% of Massachusetts adult-use cannabis businesses were male-owned in April 2020.[65]
  • 7% of Massachusetts adult-use cannabis businesses were owned by Latino people in April 2020.[65]
  • 75% of Massachusetts adult-use cannabis businesses were owned by White people in April 2020.[65]
  • 6% of Massachusetts adult-use cannabis businesses were owned by Black or African American people in April 2020.[65]

Ethics in the canna industry

  • 15% of licensed California cannabis workers surveyed had experienced a violent police raid in 2025.[66]
  • 29% of surveyed California cannabis workers reported being paid late in 2025.[66]
  • 20% of surveyed California cannabis workers reported union membership in 2025.[66]
  • Nearly one-third of surveyed California cannabis workers experienced a robbery or burglary in 2025.[66]
  • 85% of surveyed California cannabis workers said stronger health and safety protections were needed in 2025.[66]

CSR in the canna industry

  • 43% of surveyed California women cannabis workers reported difficulty paying for food or groceries in 2025.[66]
  • 70–80% of surveyed California cannabis workers sought in-depth training in cultivation techniques or medical cannabis care in 2025.[66]
  • 93% of surveyed California cannabis workers wanted more opportunities to advance their cannabis careers in 2025.[66]
  • 81% of surveyed gender-nonconforming California cannabis workers reported difficulty paying for food or groceries in 2025.[66]
  • 29% of surveyed California men working in cannabis reported difficulty paying for food or groceries in 2025.[66]

Carbon footprint in the canna industry

  • 4,600 kilograms of carbon-dioxide equivalent per kilogram of indoor cannabis was the prior estimate cited in the 2021 U.S. life-cycle study.[67]
  • 44 million metric tons of carbon-dioxide equivalent per year was the estimated combined legal and illicit U.S. cannabis-production footprint in a 2025 life-cycle assessment.[68]
  • 595 petajoules per year was the estimated energy demand of U.S. legal and illicit cannabis production in 2025.[68]
  • 6 million homes’ annual emissions was the estimated equivalent of U.S. cannabis production in 2025.[68]
  • Up to 76% was the modeled potential reduction in U.S. cannabis-production emissions from shifting cultivation outdoors in 2025.[68]

15 Statistics

Globalization & Expansion

Cross-border and international product access show up in licensing and retailer structures, including 90.9% of cannabis retailers offering online sales across five U.S. cities in 2023.

Globalization in the canna industry

  • 21 of 27 European Union member states had authorized medical cannabis by 2024, according to Moroccan industry projections.[73]
  • More than 3,371 Moroccan growers had received legal cannabis cultivation licenses by 2024.[74]
  • February 2018 was the month Australia legalized exports of medicinal cannabis products under its regulated export framework.[75]
  • US$27.3 billion was the estimated global adult-use cannabis market value in 2024.[76]
  • US$11.3 billion was the estimated global medical-cannabis market value in 2024.[76]

Cultural adaptation in the canna industry

  • 27.7% of online recreational cannabis retailers in five U.S. cities indicated medical-card requirements for specific products.[77]
  • 58.5% of online recreational cannabis retailers in five U.S. cities indicated restrictions on purchase quantities.[77]
  • 80% of medical cannabis retailers examined in New York displayed medical-marijuana signage.[78]
  • 16.9% of online recreational cannabis retailers in five U.S. cities linked to information about obtaining a medical cannabis card.[77]
  • 86% of licensed New York cannabis dispensaries examined displayed licensed-retailer signage.[78]

Supplier management in the canna industry

  • 3.2 units of cannabis extracts were held in packaged inventory for every unit sold in Canada in the cited 2026 market data.[79]
  • 3.4 units of edible cannabis were held in packaged inventory for every unit sold in Canada in the cited 2026 market data.[79]
  • 42% of Canadian dried-cannabis production was divided among remaining standard-license holders in 2022.[79]
  • 233 Canadian cultivation-license holders reported no production during 2022.[79]
  • 1,080,525 kilograms was the unpackaged dried-cannabis inventory held by Canadian federal license holders in December 2024.[79]

Stakeholder management in the canna industry

  • 23% of C-suite executives in Illinois cannabis businesses identified as Black in the 2024 survey.[31]
  • 41% of people holding at least 5% equity in Illinois cannabis businesses were minorities in the 2024 survey.[31]
  • 17% of Illinois cannabis companies were majority woman-owned in the 2024 diversity survey.[31]
  • 2,346 Illinois cannabis employees answered demographic and employment questions in the 2024 survey.[31]
  • 30% of Illinois cannabis companies were majority Black-owned in the 2024 diversity survey.[31]

Distribution channels in the canna industry

  • 34.6% of cannabis retailers studied across five U.S. cities offered delivery in 2023.[77]
  • 90.9% of cannabis retailers studied across five U.S. cities offered online sales in 2023.[77]
  • 42% of U.S. cannabis consumers in BDSA's 2022 survey reported using a recreational dispensary.[80]
  • 0.7% of Massachusetts legal cannabis sales since market launch occurred through delivery.[32]
  • 8% of U.S. cannabis consumers in BDSA's 2022 survey reported using a delivery service.[80]

Key questions about the canna industry

How big is the U.S. legal cannabis market in 2025?
The U.S. legal cannabis industry generated $29.1 billion in retail sales in 2025, and state-licensed cannabis products produced $29.1 billion in U.S. sales in 2025.
Is the market growing or shrinking into 2030?
Vangst and Whitney Economics project U.S. state-legal cannabis revenue to exceed $43 billion in 2030, up from $29.1 billion in 2025.
Which companies lead the canna industry?
Green Thumb Industries stands out for branded cannabis products and retail footprint because it operates RISE dispensaries across 14 U.S. markets, while Organigram Global focuses on Canadian recreational cannabis products since it reported 62.2% fiscal 2025 revenue growth with R&D at 4.2% of revenue.
What technology shifts are appearing in cannabis operations?
In 2023, 65% of cultivation operations used automated lighting or supplemental-lighting controls and 65% used automated environmental controls for temperature and humidity.
How concentrated are operators across states?
The industry remains fragmented across state-licensed operators rather than dominated by a single national market.
What policy changes affected cannabis categories in 2026?
An April 2026 DOJ rule placed FDA-approved cannabis products and marijuana covered by qualifying state medical licenses in Schedule III, while adult-use cannabis remained in Schedule I.
Reference

Cite This Report

This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.

APA
Samuel Norberg. (2026, November 10). Canna Industry Statistics. Gitnux. https://gitnux.org/canna-industry-statistics
MLA
Samuel Norberg. "Canna Industry Statistics." Gitnux, 10 Nov 2026, https://gitnux.org/canna-industry-statistics.
Chicago
Samuel Norberg. 2026. "Canna Industry Statistics." Gitnux. https://gitnux.org/canna-industry-statistics.

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