The landscape of THC and CBD products has undergone a remarkable transformation. What once occupied a niche corner of the wellness industry has now emerged as a staple in mainstream retail, which is very exciting for those of us in this industry. With consumer preferences shifting rapidly, these products are no longer restricted to specialized dispensaries. Instead, they are making their way onto the shelves of liquor stores, convenience stores, bars and restaurants, and even major grocery chains.
The widespread acceptance of cannabis-derived products can be attributed to changing regulations, increased public awareness, and a growing demand for functional wellness options. Consumers today seek products that enhance relaxation, improve sleep, and support overall well-being, making THC and CBD-infused goods highly desirable. From beverages and edibles to topical applications, these items have transcended their counterculture roots to become everyday essentials.
Shifting Consumer Preferences
The demand for low-dose, everyday-use cannabis products continues to surge, driven by health-conscious consumers and the sober-curious movement. Consumers want THC & CBD products they can incorporate into daily routines without overpowering effects. Sessionable drinks and microdosed edibles are leading the charge. Alcohol alternatives, too, are on the rise, with a big social experiment referred to as “the sober curious movement” pushing demand for THC and CBD-infused beverages, creating an inclusive social experience without the alcohol. There has also been an impetus in the category of functional beverages, including ingredients for targeted effects. It seems many cans and bottles on today’s retail shelves are represented by brands that are enhancing cannabis formulations with adaptogens, nootropics, and vitamins to support focus, sleep, and stress relief.
As people become more cannabinoid-savvy, they tend to seek clear labeling, precise dosing, and trustworthy product information as they grow in comfort over product selection from a very new market. By aligning with these trends, retailers and brands can attract a wider audience and meet growing demand for mindful, functional cannabis consumption
Top Product Categories for 2025
So now we know that consumers are smart and becoming smarter with each brand purchase they make. The cannabis industry is rapidly evolving, with niche THC and CBD beverages leading the way as one of the fastest-growing product categories. Both new and experienced consumers are drawn to these functional, low-dose, and social-friendly options. If you’re still new to the market, and need a quick primer on where to focus initial product efforts, consider the below as a good starting point.
Key Growth Areas in Cannabis Beverages & Edibles
THC Beverages: a rising favorite among sober curious and health-conscious consumers, these drinks offer a fast-acting, sessionable alternative to alcohol.
CBD Drinks for Wellness: designed for stress relief, relaxation, and focus, CBD beverages are becoming a go-to option for those looking to enhance daily well-being without intoxication.
Fast-Acting Edibles: thanks to nano-emulsification technology, these edibles provide a quicker onset and more predictable effects, addressing a common consumer pain point of delayed activation times.
The Rise of Minor Cannabinoids:
- CBN (cannabinol) for sleep support
- CBG (cannabigerol) for focus and cognitive function
- CBC (cannabichromene) for anti-inflammatory and mood-enhancing effects
Products emphasizing these rare cannabinoids are gaining traction, especially among wellness-focused buyers.
Functional cannabis products that blend CBD + melatonin for sleep or THC + adaptogens for relaxation are becoming increasingly popular, bridging the gap between cannabis and the functional wellness market. It’s important to remember that this market is broad in how it can and will attract consumers, and that these trends reflect a growing demand for customizable, functional cannabis experiences, making it an exciting time for retailers and brands looking to capitalize on consumer interest in innovative, health-conscious formulations.
Packaging & Branding Trends
Consumers first shop by sight. As competition grows in the cannabis beverage and edibles market, branding, transparency, and clear product positioning are becoming essential for success, and are early markers for what helps position brands as reputable, safe, and enticing. While some retailers might host sampling events to try new products, regulations and product costs might inhibit such consumer-focused strategies. Instead, brands are getting creative with the physical look, feel, and visual components.
What Consumers Want
Lean Labels & Clean Ingredients: shoppers prefer simple formulations with clearly labeled dosages and recognizable ingredients. Avoiding artificial additives builds trust.
Lifestyle Branding for Specific Occasions: successful brands position their products for everyday moments, such as:
- Social drinking (THC beverages as alcohol alternatives)
- Relaxation & stress relief (CBD-infused drinks and edibles)
- Sleep support (Full-spectrum THC + CBD products with CBN or melatonin)
Eye-Catching, Functional Packaging: bright, modern designs help products stand out in the alcohol aisle, while functional callouts (e.g., “Calm,” “Focus,” “Sleep”) help guide consumer choices by narrowing down product benefits and desirability.
Trust & Transparency Drive Sales: brands that highlight lab testing, certifications, and responsible ingredient sourcing will gain consumer confidence. Clear third-party testing and QR codes on packaging help validate product quality.
By embracing the integrity of ingredients, occasion-based marketing, and transparent branding, retailers and brands can better connect with health-conscious and experience-driven consumers, ultimately boosting sales and securing the oh, so elusive brand loyalty position.
As the industry matures, several trends are shaping the direction of THC and CBD retail:
- Microdosing and Low-Dose Products: consumers favor balanced experiences, driving demand for lower-potency THC and CBD-infused goods.
- Convenience-Oriented Formats: ready-to-drink beverages, pre-measured edibles, and single-use applications are gaining traction.
- Luxury and Wellness Positioning: premium branding and functional wellness claims make these products more appealing to mainstream shoppers.
- Retail Partnerships & Co-Branding: collaborations between established retail brands and cannabis companies are expanding distribution channels.
How Retailers Can Profit from These Trends
For retailers and distributors, understanding the evolving landscape of THC and CBD is crucial. The increasing presence of these products in diverse retail spaces means new revenue opportunities and expanded customer bases. Stocking a well-curated selection can attract both seasoned cannabis consumers and curious newcomers. Key benefits of integrating THC and CBD products include:
- Higher Profit Margins: premium wellness products command strong pricing power.
- Broader Customer Appeal: health-conscious and recreational consumers alike are seeking alternatives to traditional alcohol and pharmaceutical options.
- Brand Differentiation: retailers that offer innovative cannabis-infused products can set themselves apart from competitors.
As demand for THC and CBD beverages continues to grow, retailers can drive sales by curating the right product mix, optimizing in-store merchandising, and leveraging distributor partnerships.
Build a Balanced Product Selection
To entice new users, consider offering a selection of low-dose THC drinks (2-5mg THC) that provide a mild, approachable experience. Stocking CBD-infused drinks focused on stress relief, relaxation, and focus ensures those looking for functional product benefits. Including higher-dose THC beverages and edibles to appeal to seasoned cannabis consumers would round out a well-proportioned retail display, featuring products that run the gamut of every appeal and desire.
Merchandising & Cross-Promotion Strategies
What’s the alternative? Don’t overlook the benefit of a merchandise strategy that places THC and CBD drinks alongside alternative beverages. A section or display of non-alcoholic beers, mocktails, and functional beverages to attract the sober curious audience. Consider providing dosing guidance, product descriptions, and effect expectations to help consumers make informed decisions. Cross-promotion inclusive of wellness products within a retail space could add extra appeal to consumers, too. Positioning CBD beverages near health and wellness sections for example, pairing them with vitamins, adaptogens, and sleep aids, could also increase revenue.
Partner with the Right Distributor
Retailers can enhance product offerings and staff knowledge by collaborating with experienced distributors like Bernick’s, who provide access to trend-forward brands and assist with relevance by staying ahead of market trends with innovative THC and CBD product lines. There’s always the education component that further fortifies your store’s “shoppability”. To that, Bernick’s ensures retail staff can confidently explain product benefits, effects, and dosing recommendations. We routinely utilize local market data to determine top-performing products in order to optimize inventory and adequately stock your waiting shelves .
By offering a well-rounded selection, optimizing merchandising, and leveraging distributor expertise, retailers can capitalize on the booming THC and CBD beverage market while meeting the needs of a diverse consumer base.
THC and CBD Products in Mainstream Retail
As regulations continue to evolve and consumer demand rises, THC and CBD products are poised to become even more ingrained in the retail landscape. Retailers who recognize and adapt to this shift will not only attract new customers but also drive sustainable growth in an increasingly competitive market. By embracing these emerging trends, businesses can transform THC and CBD offerings from an alternative niche into a profitable mainstream category.
Retailers who stay ahead of the curve can drive sales and attract a wider customer base. The key to success? Working with experienced THC drink distributors who provide product insights, staff training, and market expertise. Expert distributors help retailers stock the best-selling THC and CBD beverages, balancing low-dose options for new users, wellness-focused CBD drinks, and higher-dose THC products for experienced consumers.
By partnering with the right THC beverage distributors, retailers can confidently navigate this fast-growing category, ensuring they carry the right products, educate their staff, and meet evolving consumer preferences.
