How the Industry is Performing and Where It’s Headed
For the cannabis industry, the only constant is change. Regulations, laws, consumer sentiment, technology, and business practices are evolving rapidly, creating both opportunities and challenges for dispensaries and brands. In this report, we break down the latest statistics and data insights for 2025, providing a clear picture of where the cannabis market is now and where it’s going.
Key Findings:
- 47% of Americans have tried cannabis.
- 79% of Americans live in a county with at least one dispensary.
- The U.S. cannabis industry is projected to hit nearly $45 billion in revenue by the end of 2025.
- Adult-use cannabis is now legal in 24 states.
- Support for legalization has reached a record 88%.
- Cannabis tax revenue surpassed $20 billion in 2024, nearly doubling alcohol tax revenue.
- Dispensaries accepting debit cards earn an average of $4,627 more per day than cash-only dispensaries.
The cannabis industry continues its upward trajectory, with an estimated $45 billion in total market revenue by 2025. Sales grew $2.6 billion in 2024, demonstrating the ongoing expansion of legal markets and increasing consumer demand. The market volume is expected to surpass $49.56 billion by 2028.
This growth is largely driven by increased accessibility, with nearly 15,000 dispensaries now operating across the U.S. Missouri alone has seen $3.2 billion in adult-use sales since legalization in early 2023, outpacing markets like Arizona, Colorado, and Nevada.
- Millennials capture nearly half (46.2%) of all cannabis sales in the U.S.
- Gen Z is the fastest-growing segment, increasing its market share by 11.3% year-over-year.
- More than 1 in 3 American women consume cannabis, prompting brands to refocus marketing efforts on female consumers.
- Pre-rolls were the fastest-growing product category in 2024, with $4.1 billion in sales and 394 million units sold.
- 21% of Dry January participants replaced alcohol with cannabis or CBD, signaling a cultural shift toward cannabis as an alternative to alcohol.
The Impact of Digital Marketing for Dispensaries
As competition in the cannabis space intensifies, effective marketing strategies are essential for dispensary success. 42% of frequent dispensary shoppers research online before making a purchase. High-performing dispensaries leverage:
- SEO to rank higher in search results and attract new customers.
- Reputation management to maximize positive reviews and influence Google rankings.
- Geo-fencing ads to target local customers actively searching for cannabis products.
- Digital display advertising to stay competitive as cannabis brands consolidate and larger players dominate the market.
- The legal cannabis industry supports 440,445 full-time jobs, adding nearly 23,000 new positions in 2024.
- Every $10 spent at dispensaries injects an additional $18 into the economy.
- Women and minority representation in cannabis leadership is rebounding, with female executives now accounting for 39% of industry leadership.
- The U.S. Department of Justice has proposed rescheduling cannabis from a Schedule I to a Schedule III substance.
- Public hearings on rescheduling began in December 2024 and are expected to shape the federal regulatory landscape in 2025.
- Medical cannabis is now legal in 41 states, with Nebraska becoming the most recent addition in 2024.
Why Now is the Time to Invest in Cannabis Marketing
The cannabis industry is expanding at an unprecedented rate, creating a prime opportunity for dispensaries to strengthen their digital presence. With rising competition, evolving consumer trends, and increased digital research habits, dispensaries must embrace innovative marketing strategies to stay ahead.
At Canna Marketing Co., we specialize in SEO, branding, social media management, geo-targeted ads, and reputation management for cannabis dispensaries. Our mission is to help dispensaries maximize foot traffic, increase online visibility, and drive revenue growth in this rapidly evolving market.
Ready to elevate your dispensary’s marketing strategy? Contact us today to learn how we can help you dominate the digital cannabis space in 2025 and beyond!
