Cannabis Edibles: A Market Growing at Full Speed
The cannabis edibles market has surged in recent years as more people choose to consume cannabis without smoking. As this shift takes hold, brands such as Wyld, Incredibles, Wana, and Kiva have emerged as reliable, widely recognized names, shaping expectations for taste, consistency, and experience in a fast-expanding category.
Gummies Take Center Stage
In 2023, 84% of cannabis consumers said they preferred gummies—up sharply from 45% in 2022. That jump signals a clear move toward edible formats and away from traditional options like flower, with gummies now serving as the go-to for many new and returning consumers.
Why Gummies Resonate
Gummies offer a measured, straightforward way to consume cannabis, making it easier for people to control their dosage and pace themselves. They come in familiar, approachable flavors and a range of formulations, which helps consumers find a fit that feels right for them. Many companies have zeroed in on quality and flavor as differentiators, refining recipes and textures to meet rising expectations. The result: gummies that are easy to understand, easy to share, and easy to repeat when you find the one that works for you.
Market Leaders and Their Footprint
Recent data shows Wyld at the front with an 8.4% share. Incredibles follows at 5%, Wana at 4%, and Kiva-Camino at 3.5%. Together, these four account for 21% of the market, a footprint that reflects both strong brand execution and consumers’ growing trust in consistent products.
A Wider Entry Point for First-Time Consumers
In 2023, a survey found that 70% of people considering cannabis for the first time are likely to choose edibles. That’s a meaningful shift: new users often want a gentle, familiar starting point, and edibles provide exactly that. It also creates clear opportunities for brands to welcome newcomers with straightforward labels, predictable dosing, and flavors that don’t require an acquired taste.
Loyalty Takes Root
Brand loyalty matters in edibles. Data indicates that 45% of consumers stick with the same brand when buying edibles, returning to products they know and trust. That consistency can compound over time, especially when paired with recommendations. Word-of-mouth remains potent: 60% of consumers rely on friends’ suggestions when deciding what to try next. In a crowded aisle, a trusted recommendation often makes the difference.
The Money Picture
The cannabis edibles market is projected to reach $2.2 billion. With leaders like Wyld and Incredibles setting the pace, the field is lively—and getting more competitive as additional players refine their offerings and vie for repeat customers.
More Names to Know
Beyond the top four, several brands are building momentum. Smokiez, Good Day Farm, and GRON all contribute to the category’s depth and variety, while Off Hours and AYRLOOM further expand the range of options on the shelf. More choice gives consumers room to compare and, ultimately, to commit.
Top 10 Edibles Brands By Market Share
- Wyld – 8.4% market share
- Incredibles – 5%
- Wana – 4%
- Kiva-Camino – 3.5%
- Smokiez – 2.6%
- Good Day Farm – 2.4%
- GRON – 2.2%
- Copperstate Farms – 2.1%
- AYRLOOM – 2.1%
- Off Hours – 1.9%
Frequently Asked Questions
What’s behind the rapid rise of edibles—especially gummies?
People want a simple, measured way to consume cannabis. Gummies deliver that with clear dosing and approachable flavors, making them easy to pick, use, and repeat.
How much did gummy preference grow from 2022 to 2023?
Preference rose from 45% in 2022 to 84% in 2023, showing a sharp turn toward edibles and away from traditional flower.
Which brands currently lead the edibles market?
Wyld leads with an 8.4% share, followed by Incredibles at 5%, Wana at 4%, and Kiva-Camino at 3.5%. Together, they hold 21% of the market.
How important is brand loyalty in edibles?
Very. About 45% of consumers stick with the same brand, and 60% say they rely on friends’ recommendations, so consistency and word-of-mouth strongly influence repeat buys.
What’s the projected size of the edibles market?
The market is projected to reach $2.2 billion, reflecting strong demand and growing competition among established and emerging brands.
