The end of 2025 saw an interesting boost to the cannabis industry when President Trump signed an Executive Order that directed relevant federal agencies to begin the process of amending the regulatory status of marijuana from Schedule I under the Controlled Substances Act to Schedule III. As those anticipated changes are hopefully completed in 2026, here is a recap of the cannabis industry trends in 2025 as well as projected cannabis industry trends 2026.
Cannabis Retail Industry Trends in 2025 & 2026
One outstanding trend in 2025 is consumers are doing their own research. They are logging into websites, reading articles and following their local news. Armed with all this information, a consistent cannabis retail industry trend was products of convenience, such as infused and multi-pack pre-rolls and beverages. With less of a process to get to consumption, these two categories of products are considered very accessible and popular with both first-time cannabis consumers and well-versed buyers. According to The Seed Connect, pre-rolls are growing nearly 12% while cannabis beverages are expanding by 11%, signaling a substantial shift in consumption preferences. CBD and low-dose THC products also remained one of the strongest cannabis industry trends. Readily available for consistent dosing, consumers also appreciate the low and non-intoxication properties of these items for daily use. Emerging in cannabis retail industry trends are functional blends, expanded formats such as gummies and topicals, and microdosing options for steady wellness benefits without overwhelming effects. People are also becoming passionately specific about strains, cannabinoid profiles and customization to design targeted effects for themselves. This includes growing interest in the wellness outcomes of Rick Simpson Oil (RSO), known for its high potency and medicinal focus, and distillate, a highly refined extract that is valued for its consistency and versatility. Due to this, cannabis industry growth projections have particularly highlighted RSO and distillate.Marketing Strategies in Cannabis Industry Trends 2026
As markets grow, standing out in a crowd becomes more essential each day. In addition to keeping up with changing regulations, technological advancements and evolving consumer preferences, cannabis marketing must be top-notch. Below are a few cannabis industry trends 2026 will likely see.- Artificial Intelligence (AI)-powered, hyper-personalized marketing.
- Experiential and immersive marketing, such as tasting events, VR/AR tours of facilities, educational workshops, pop-up shops and luxurious consumption lounges.
- Advanced social media marketing partnerships with influencers connected to cannabis market trends.
- Sustainability and transparency as core brand values: “Today’s consumers - especially Gen Z and millennials - are deeply invested in ethical purchasing,” according to a blog post by Envrioncann, an organization providing certification programs for the cannabis industry. “They want to support brands that align with their values. Cannabis is no exception.”
- Strategic presence via blogs, newsletters and local SEO.
Cannabis Investors: What to Watch in 2026
Although the marijuana rescheduling has great potential, it is important to note further steps are needed for optimistic cannabis industry growth projections, as Congress must still follow through and ensure the execution of federal reform. Therefore, the most realistic picture in 2026 is likely a slow buildup, which is ideal for long-term thinkers. Here are some points to consider and potentially use as matrices for investment:- Banking reform is essential. Once the industry is a true safe harbor for exchanges, custodians and financial intermediaries, then institutional investment can transform legal cannabis.
- Wind-down of hemp THC and how states handle the change will certainly impact cannabis industry trends 2026; many outcomes remain to be seen within this realm. “While it’s impossible to predict what will happen in the sector, an area I am sure will continue to drive headlines is intoxicating hemp,” said Ben Stevens, Editor of Business of Cannabis.
- “The US ban, not set to come into force until late 2026, could yet be amended. In theory, this $30bn grey market would simply disappear overnight. In reality, thousands of manufacturers, importers, investors and consumers will now be looking for a new home.”
- Liquidity will fuel a positive feedback loop.
- Companies best positioned to benefit will be those with disciplined management teams, strong balance sheets, efficient operations and the resilience to navigate the final stages of federal uncertainty. While rescheduling will start the re-rating of cannabis equities, stronger fundamentals and broader institutional access will ultimately be what finishes it.