Flower — Still Dominant, but Losing Preference Share

Flower remains the largest category, accounting for 36.2% of U.S. adult-use retail sales.  However, its dominance is softening on the consumer preference side: only 21% of consumers now cite flower as their preferred format, as edibles, vapes, pre-rolls, and beverages continue to capture share.  The gap between revenue share and stated preference signals that flower’s structural lead is narrowing.

Pre-Rolls — The Fastest-Growing Major Format

Pre-rolls have been the fastest-growing major format, gaining share every year since 2021, and now account for 15.1% of adult-use retail sales.  Pre-roll sales jumped 12% to reach $4.1 billion , and the format crossed a symbolic milestone: on 4/20 2025, pre-rolls overtook flower for the first time as the most in-demand product category, indicating a significant consumer shift toward convenience during high-traffic events. 

Vapes — A Steady Second

Vapor pens hold 24.7% of adult-use retail sales , making them the second-largest category by revenue. Consumer preference for vapes and cartridges sits at 15%, reflecting sustained demand for discreet, convenient formats. 

Edibles and Beverages — Growing, with New Dynamics

Edibles account for 16% of consumer preference, while beverages surged 11% to reach $54 million.  The introduction of 100mg edible multi-packs in the second half of 2025 has shifted buying habits, with customers moving toward larger packs for better value — a momentum expected to carry into 2026.  Infused beverages represent a particularly notable opportunity, with mainstream retailers like Target now test-marketing hemp-derived THC drinks in select Minnesota stores. 

Key Takeaway

The overarching trend is a migration away from traditional smoking toward more convenient, discreet, and precisely dosed formats. Market maturity also plays a role — newer and medical-dominant markets still show flower commanding a much higher share, while more established recreational states like New York and Colorado see greater diversification across categories.  Operators who can manage their product mix dynamically — including seasonal demand shifts by category — are best positioned to protect margins in an increasingly competitive environment.