Cannabis consumer preferences continue to change as legal markets mature. Customers now have more products, brands, formats, and price points to consider than ever before.

For dispensary operators, understanding these preferences is essential. Product selection, pricing, education, checkout options, and customer service can all influence where consumers shop and whether they return.

Market forecasts demonstrate the industry’s long-term potential, but they can change substantially as regulations, taxes, competition, and consumer behavior evolve. For example, Whitney Economics revised its U.S. cannabis forecast in 2025 because of market pressures including price compression and limited federal reform.

Retailers should therefore look beyond national projections. The strongest strategies begin with local sales data and a clear understanding of how their own customers shop.

Convenience Continues to Influence Purchases

Convenience remains one of the clearest forces shaping cannabis retail.

Consumers often want products that require minimal preparation, are easy to transport, and provide a straightforward experience. This preference has supported demand for pre-rolls, pre-ground flower, vapes, gummies, and ready-to-drink beverages.

However, convenience means different things to different customers. An experienced consumer may want a pre-roll multipack, while someone new to cannabis may prioritize clear labeling and a low-dose product.

Retailers should offer convenient formats while helping customers understand the differences between them.

Pre-Rolls Remain an Important Category

Pre-rolls give consumers a ready-to-use option without requiring papers, grinders, or other accessories.

Industry data showed that pre-roll revenue increased 11.9% between June 2023 and June 2024. The 2024 Pre-Roll Consumer Report identified the category as one of the strongest areas of cannabis product growth during that period.

Several factors contribute to the category’s appeal:

• Little or no preparation
• Accessible single-unit options
• Multipacks for repeat consumers
• A range of strains and potency levels
• Traditional and infused products
• Convenient opportunities to try new brands

Pre-rolls may also serve as add-on purchases. A customer visiting for flower, concentrates, or edibles may add an affordable pre-roll to the order.

Pre-Ground Flower Offers Similar Convenience

Pre-ground flower provides another option for customers who want to reduce preparation time.

Larger packages, including half-ounce and one-ounce pouches, may appeal to frequent consumers. Smaller packages can offer an accessible way to test the format.

An earlier MJBizDaily analysis of cannabis consumer preferences reported that flower and pre-rolls could collectively represent 50% to 60% of sales in some stores. However, retailers should not treat that range as universal.

Category shares can differ significantly by state, store, neighborhood, customer base, and regulatory environment. Each dispensary should examine its own sales rather than relying entirely on national benchmarks.

Vape Products Continue to Attract Consumers

Vape products remain popular because they are portable, discreet, and easy to use.

Customers can choose from cartridges, disposable devices, pod systems, and a growing range of formulations. These products may appeal to consumers who prefer an alternative to traditional flower.

Price also influences demand. In highly competitive markets, lower prices may make vape products more accessible. In other locations, taxes, supply constraints, and testing requirements can produce very different price points.

Retailers should monitor more than total vape sales. Useful data may include:

• Preferred device formats
• Popular cartridge sizes
• Price sensitivity
• Repeat-purchase rates
• Brand loyalty
• Return or defect rates
• Customer questions and complaints

Product quality and regulatory compliance are especially important in this category. Dispensaries should purchase from licensed suppliers and follow applicable testing, packaging, and labeling requirements.

Gummies Continue to Lead the Edibles Conversation

Edibles provide an alternative for customers who do not want to inhale cannabis.

Within the category, gummies remain highly visible because they offer familiar flavors, portable packaging, and clearly divided servings. Brands can also create different cannabinoid ratios and formulations for varied consumer preferences.

However, retailers should avoid assuming that every customer wants the highest possible potency. Some shoppers prioritize lower doses, predictable servings, or products that allow them to control the experience more carefully.

Useful edible options may include:

• Low-dose products
• Different THC-to-CBD ratios
• Products with clearly divided servings
• Sugar-free or reduced-sugar choices
• Vegan formulations
• Gummies featuring additional cannabinoids
• Multiple flavor and texture options

Retailers should pair product variety with responsible education. Customers need clear information about serving size, onset time, product storage, and the risks of consuming additional servings too quickly.

Other Edible Formats Still Have a Place

Gummies may dominate many edible menus, but they are not the only option.

Chocolates, baked goods, mints, capsules, and infused snacks can serve different preferences. Some formats may face higher production or storage costs, while others may appeal to customers looking for something distinctive.

Retailers should evaluate each format according to local demand, margins, shelf life, and repeat purchasing—not category hype alone.

Cannabis Beverages Are Creating New Occasions

Cannabis beverages continue to attract interest from consumers seeking a social or alcohol-free option.

Seltzers, teas, drink enhancers, and other infused beverages can create consumption occasions that differ from smoking, vaping, or traditional edibles. Their familiar format may also feel more approachable to adults who are new to cannabis.

However, beverages remain a developing category. Sales performance and product availability vary considerably between markets.

Retailers considering a larger beverage selection should assess:

• Local regulations
• Available refrigeration and display space
• Product shelf life
• Cannabinoid content
• Serving size
• Customer familiarity
• Seasonal demand
• Repeat-purchase behavior

Sampling and promotional rules also vary. Retailers should confirm what is permitted before organizing tastings or other product experiences.

Wellness-Oriented Shopping Requires Responsible Education

Many consumers shop for cannabis products based on a desired experience. They may ask for products associated with relaxation, sleep, or general wellness.

Retailers can respond by providing accurate product information and helping customers understand cannabinoid content, serving sizes, and consumption methods.

However, cannabis businesses should be careful about making medical or therapeutic claims. A product marketed around relaxation should not automatically be presented as a proven treatment for anxiety, insomnia, or another health condition.

Budtenders should receive training that helps them:

• Explain labels clearly
• Discuss product formats
• Describe onset and duration in general terms
• Avoid unsupported medical promises
• Encourage responsible consumption
• Refer medical questions to qualified healthcare professionals

Responsible education helps consumers make informed decisions while protecting the dispensary’s credibility.

Value Matters Alongside Product Innovation

Consumers may be interested in new formats, premium formulations, and recognizable brands. At the same time, many remain highly sensitive to price.

Price compression has become a defining issue in several mature cannabis markets. As competition increases, retailers must balance attractive prices with sustainable margins.

Value does not always mean offering the lowest price. Consumers may also define value through:

• Product consistency
• Convenient packaging
• Reliable availability
• Clear information
• Loyalty rewards
• Knowledgeable service
• A fast checkout experience

Retailers should identify which combination matters most to their customers. Constant discounting can attract short-term traffic, but it may also reduce margins and train customers to wait for promotions.

Payment Preferences Affect the Retail Experience

Consumer preferences do not stop at product selection.

Customers increasingly expect a checkout experience that is fast, familiar, and flexible. A cash-only environment can create friction for shoppers who prefer digital payments or arrive without enough currency.

Depending on the available services and local requirements, dispensaries may offer a combination of:

• Cash
• Digital debit
• ACH or bank-to-bank payments
• Mobile payment experiences
• Other compliant alternatives

Payment flexibility can reduce inconvenience and give customers more control over how they complete a purchase.

Our guide to how payment options affect dispensary revenue and customer experience examines these considerations in greater detail.

Retailers should also prioritize stability. A payment option is only useful if it is supported by reliable infrastructure and appropriate compliance procedures.

Data Should Guide Inventory Decisions

Cannabis consumer preferences are not identical across every market.

A store near a college community may have a different product mix from a medical-focused dispensary or a retailer serving an older population. Even locations operated by the same company may produce different sales patterns.

Retailers can use point-of-sale data and analytics platforms to evaluate:

• Sales by category
• Inventory turnover
• Average order value
• Product margins
• Repeat purchases
• Basket combinations
• Discount performance
• Out-of-stock frequency
• Customer demographics where legally permitted

Platforms such as Headset and Dutchie can support this analysis. Internal sales records remain equally important because they reflect the behavior of the store’s actual customers.

The ideal number of SKUs will vary based on store size, transaction volume, local regulations, and customer demand. Carrying more products does not automatically create a better experience.

A focused assortment of reliable products may perform better than an oversized menu that creates confusion and slow inventory turnover.

Customer Feedback Adds Context to Sales Data

Transaction data shows what customers purchased. It does not always explain why they made that decision.

Direct feedback can help retailers understand the motivations behind the numbers.

Dispensaries can gather feedback through:

• Short customer surveys
• Loyalty-program communications
• Social media questions
• Online reviews
• Budtender observations
• In-store conversations
• Product-request tracking

Retailers should look for recurring themes rather than reacting to a single comment. If multiple customers request the same format, dosage, brand, or payment method, that feedback may justify further evaluation.

Budtenders Provide Valuable Consumer Insights

Budtenders interact with customers every day. They often know which products generate questions, which items create confusion, and which requests the store cannot currently meet.

Operators should create a simple process for employees to share these observations.

Regular meetings or digital feedback forms can help management identify:

• Emerging product requests
• Common customer concerns
• Gaps in employee training
• Products with unclear labels
• Recurring checkout issues
• Opportunities to improve store layout

Including frontline employees in inventory discussions can strengthen decision-making while helping budtenders feel heard.

Retailers Must Stay Adaptable

Cannabis retail changes quickly.

Product trends can shift, regulations can change, and new competitors can enter the market. A category that performs well nationally may not succeed in every store.

Successful retailers will combine several sources of information:

• Local sales data
• Broader market research
• Customer feedback
• Budtender observations
• Regulatory updates
• Supplier performance
• Profitability analysis

This approach allows retailers to test new ideas without abandoning the products and experiences their existing customers value.

Conclusion

Cannabis consumer preferences are shaping every part of the retail experience.

Convenient products such as pre-rolls, vapes, gummies, and beverages continue to attract interest. Wellness-oriented shopping, price sensitivity, product education, and payment flexibility also influence how consumers choose where to shop.

However, no national trend should replace local insight.

Retailers that study their own data, listen to customers, support their budtenders, and adapt thoughtfully will be better positioned for long-term success. The goal is not to chase every new category. It is to create a product selection and retail experience that consistently meet the needs of the community.