A new report shows that marijuana consumers are not only embracing fast-acting edibles—they’re willing to pay a premium for them.
According to the 2025 Edibles Premiumization Report from cannabis brand Azuca and data analytics firm BDSA, fast-acting THC gummies—though still a small slice of the edibles market—are outperforming traditional edibles in price, placement, customer loyalty and overall sales impact. The report analyzed BDSA retail data across 14 legal marijuana markets.
Despite accounting for just 3% of the $2.57 billion U.S. gummy market in 2024, fast-acting gummies sold at 31% higher original prices and 39% higher sell-through prices than conventional options. BDSA data also showed that brands offering fast-acting edibles saw major boosts in national sales rankings and, in some cases, generated as much as 50% of their total sales from those products alone.
Unlike traditional edibles, which can take over an hour to kick in, fast-acting gummies often produce effects in as little as 15 minutes. That quicker onset reduces the chances of accidental overconsumption, a common problem among less experienced consumers.
“Fast-acting is no longer a nice-to-have—it’s the defining feature of premium edibles,” said Corinne Butler, Azuca’s senior vice president of growth. “Consumers are willing to pay for performance.”
Butler emphasized that in the edibles category, “premium” isn’t about luxury branding or inflated prices—it’s about reliability and effect. “Consumers are looking for products that work quickly and consistently, with a taste and effect they can count on,” she said.
According to the report, consumers who try fast-acting edibles are far more likely to return to those same products again, making them a key driver of brand loyalty in an increasingly competitive marketplace.
The full report is available here, though access is restricted by a paywall.
