Candy rules the edibles market, and it always has. But within the candy category, which includes gummies, mints, hard candy, caramels and more, trends diverge between states according to data from cannabis market research firm BDS Analytics. But one candy, gummies, dominates in Colorado, Oregon and California. In Colorado, gummies grab 77 percent of the candy market. In Oregon, market share rises to 80 percent. Californians love gummies too, but not with as much ardor as the other states: Golden State consumers bought enough gummies for the category to capture 69 percent of the candy market in April.
Let’s look at the sweet tooths of the three states during April.
Candy, which saw sales of $10 million in Colorado during April, also experienced 20.5 percent growth. The market leader, gummies, hit $7.69 million in sales and saw growth of 38 percent. Hard candy, in second place in the state, experienced negative growth (-12 percent) during April, with $1.1 million in sales. Taffy, in third place, did even worse — negative growth of -21 percent, on sales of $723,000.
Clearly, gummies lead growth in Colorado, at least so far this year.
The Beaver State’s $3.6 million in sales during April represents a jump of 54 percent compared to last April. Nice. Market-dominant gummies, on which consumers dropped $2.9 million in April, grew by 50 percent. But the No. 2 candy, mints, with $286,000 in sales, rose by an amount that will astound — 6,236 percent. But hold onto your hats. The impressive figure simply reflects the situation a year ago, when the mints market was nascent and infintesimal. If we revisit mints next April, growth will not come close to this April’s number. With a solid third-place victory, caramel candy his $232,300 in sales and saw growth of 127 percent.
We can’t measure year-over-year growth in California, due to the drastic change in the regulatory situation (pivoting from medical to adult-use), but we can examine how candy trends have rooted so far during 2018 in the Golden State.
As we know, gummies rule in California, too. Gummy sales of $9.3 million in April are more than twice January’s sales of $4.3 million. Mints, with $890,000 in sales in January and capturing 15 percent of the candy market, ballooned to $2.47 million in April, and market share rose to 18 percent. Californian’s third-most-popular candy, hard candy, grabbed 5 percent of the candy market in April, on sales of $704,000. But back in January, sales were $368,400, which was 6 percent of California’s candy market.
Some of the most prominent brands in the cannabis marketplace craft THC-infused candies, and as the cannabis industry matures — which is happening rapidly — anticipate increasingly more sophisticated, smart companies emerging in different states and finding new ways to blend our favorite plant with some of our most beloved sweets.