Features

People want more THC, fuelling market growth

Published on February 27, 2026 by Pat Bulmer

Photo: Adobe Stock/the oz.

A rising demand for high-THC strains will help the recreational cannabis market grow in coming years, a report says.

The report predicts the global recreational cannabis market will grow from US$2.42 billion in 2026 to US$3.32 billion by 2030.

“This upward trajectory is fuelled by the expansion of dispensary networks and rising demand for high-THC cannabis strains,” a news release touting the Recreational Cannabis Market Report 2026 said.

“The trends driving this growth include the rising consumer preference for non-smoke alternatives, increasing demand for high-potency THC products, and the expansion of specialty edibles and vape formats,” the report also said.

Additionally, the market is seeing “rising demand for cannabis-infused beverages, increasing shift toward controlled-dosage edible formats, expansion of digital retail and delivery platforms, (and) rising consumer preference for safer non-smoke alternatives.”

The report also cites the growing acceptance of cannabis. The analysis was generated by Dublin-based Research and Markets, which offers its insights for about $4,000 per report.

This 250-page volume looks at 16 different geographical markets and details what cannabis companies, many of them Canadian based, are doing to adapt to market trends.

For example, “Aurora Cannabis Inc. launched innovative products in June 2023, like Lil’ Bits Sour Grape and Sour Watermelon edibles, Mango XL Vape, and Signature Hash. These offerings appeal to both novice users and seasoned consumers, featuring unique flavours and minimal cannabis aftertaste,” the report said.

“Similarly, Tilray Brands strategically acquired Hexo Corporation for $56 million to strengthen its foothold in Canada, aiming to enhance distribution networks and optimize sales strategies … Hexo Corporation, the acquired entity, is a renowned Canadian recreational cannabis producer.”

The report is one of several about worldwide cannabis markets just released. All predict rapidly growing revenues, but warn about potential impact of tariffs and trade obstacles.

The Legal Marijuana Market Report 2026 puts a magnifying glass on medical cannabis and wellness products.

“The legal marijuana market is experiencing significant growth with its size expected to increase from $32.31 billion in 2025 to $39.26 billion in 2026.” a release said.

Growth “can be attributed to expansion of pharma-grade cannabis products, rising demand for low-dose wellness formats, growing investment in large-scale cultivation, increasing adoption of cannabis-infused consumer goods (and) wider acceptance across new medical conditions.”

In one very specific example, “the increase in epilepsy cases is boosting market growth, as CBD shows promise in reducing epilepsy symptoms, offering an alternative to traditional medications.”

Covering similar wellness territories, The Cannabidiol Market Report 2026 projects the CBD market will triple in size over the next four years. Now estimated at US$20.34 billion, it’ll grow to $62.61 billion.

“The growth in the historic period can be attributed to legalization of medical cannabis in key regions, growth of alternative medicine usage, rising consumer awareness of CBD benefits, expansion of hemp cultivation (and) availability of CBD extraction technologies,” a news release said.

“The increasing prevalence of neurological disorders is expected to drive the growth of the cannabidiol market. Neurological disorders, affecting the central and peripheral nervous systems — including the brain, spinal cord, and nerves — can be managed with cannabidiol,” a news release said, citing in particular the increasing number of people expected to be living with Alzheimer’s disease.

The Cannabis-Infused Products Market Report 2026 focuses on edibles and drinks — both recreational and medical — and projects worldwide growth from US$41.44 billion in 2026 to US$94.42 billion in 2030.

“The rise of e-commerce is a pivotal factor in the market’s expansion. The shift towards online shopping and digital platforms is facilitating easier access to cannabis-infused products,” a news release said.

A couple Canadian giants have been making noteworthy moves in the field, the report said: “Innovative technologies, such as SoRSE emulsion technology, are being utilized by companies to improve bioavailability and taste in cannabis beverages and edibles, enhancing the consumer experience. Aurora Cannabis Inc. launched new cannabis-infused beverages using this technology, providing precise dosage control and a smooth taste while ensuring faster onset times and consistent effects.”

And “strategic acquisitions also fuel market growth. In December 2024, Organigram Holdings Inc. acquired Motif Labs Ltd., aiming to solidify its leadership in the Canadian cannabis industry. This acquisition enhances Organigram’s market position and capability in cannabis-infused products.”

The vape market will almost double from US$3.26 billion in 2026 to US$6.02 billion by 2030, the Portable Cannabis Vaporizer Market Report 2026 predicts.

Better vape products and consumers seeking alternatives to smoking — along with wider legalization — are boosting the market.

“Major trends in the forecast period include rising adoption of precision temperature controlled vaporizers, growing preference for portable and discreet cannabis consumption devices, increasing demand for medical grade cannabis vaporization solutions, expansion of premium and smart vaporizer product offerings (and) rising focus on cleaner and smoke-free consumption alternatives,” the report says.