A recent report from cannabis brand Azuca and data analytics firm BDSA reveals that cannabis consumers are willing to pay a premium for fast-acting edibles. The 2025 Edibles Premiumization Report, published on Tuesday, highlights a growing trend in consumer preference towards products that deliver quicker effects.
Fast-acting cannabis gummies, although they represented only 3% of the $2.57 billion U.S. gummy market in 2024, outperformed traditional edibles in several areas, including pricing and customer loyalty. Azuca’s report indicates that consumers are paying 31% more for the initial price and 39% more for the sell-through price of fast-acting gummies compared to conventional options. This trend underscores a shift towards quality and performance-driven experiences in the cannabis market.
Traditional cannabis edibles often take over an hour for users to feel the effects of THC, leading to potential overconsumption and discomfort. In contrast, fast-acting edibles can produce effects in as little as 15 minutes, reducing the risk of users inadvertently consuming too much. Azuca leads in the fast-acting edibles sector, utilizing proprietary infusion processes that encapsulate THC and other cannabinoids for a more consistent experience, akin to smoking cannabis.
The report analyzed data from 14 U.S. markets where cannabis is legal. It reveals that brands offering fast-acting gummies rank significantly higher—by at least 100 points—in BDSA’s national dollar sales brand rankings compared to those without. Furthermore, companies that include fast-acting gummies in their product lines generate approximately 50% of their sales from these items. This data suggests that fast-acting products not only attract consumers but also foster brand loyalty.
Corinne Butler, Azuca’s senior vice president of growth, emphasized the importance of fast-acting products in the premium edibles market, stating, “Fast-acting is no longer a nice-to-have; it’s the defining feature of premium edibles.” She added that consumers prioritize efficacy and are willing to invest in products that deliver reliable results.
Mike Hennesy, vice president of innovation at Wana Brands, another leading cannabis gummy manufacturer, echoed Butler’s sentiments, noting that fast-acting products are becoming the new standard for premium edibles. He remarked that consumers increasingly seek trustworthy experiences from the products they purchase.
The findings from the 2025 Edibles Premiumization Report illustrate a clear market opportunity for cannabis brands focusing on fast-acting edibles. As consumer preferences evolve, brands that prioritize quick onset and reliable effects may find themselves poised for growth in the competitive cannabis landscape.
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