As legalization spreads across North America, products and consumption methods are diversifying. One segment that has blown up in recent years is edibles – cannabis-infused food and drinks. Edibles offer a different kind of high compared to smoking or vaping flowers. For many consumers, edibles provide a more pleasant, convenient, and discreet way to consume THC and CBD.
Edible experience
- When you eat or drink cannabis instead of smoking it, the effects unfold differently in your body and mind. Edibles provide a slower onset and longer duration high – usually taking 30 minutes to 2 hours to fully kick in. The peak tends to plateau more compared to the rapid up and down of smoking. This stretched-out high feels more relaxing and sedative.
- The 11-hydroxy-THC in edibles is also more potent because it is turned by your liver into a more potent psychoactive compound. Even small doses of edibles provide an intense euphoric body high. It has benefits but requires more caution – inexperienced users often consume too much leading to anxiety and paranoia. With reasonable doses, edibles provide pleasant full-body effects that many prefer over smoking.
- The convenience factor is another big draw. You eat a gummy anywhere and anytime without having to pull out paraphernalia. Edibles are odorless and discreet. They come in easily portable and concealable forms like candies, baked goods, pills, and drinks. You consume cannabis more freely and easily at concerts, while traveling, or in public.
Rise of edibles
weed edibles around for decades, but the options were primitive – like space cakes and pot brownies. With legalization, the edibles market has professionalized with sophisticated products. Brands like Kiva, Wyld, Plus Products, and Wana lead the way with artisanal quality and dosing accuracy. According to reports, edibles make up over 10% of overall legal cannabis sales and growing fast. In mature markets like California, the number is over 15%.
Consumers view edibles as more approachable and less harmful than smoking. Their growth has even outpaced the overall industry. Major food and beverage companies are getting in on the action through investment, acquisition, and product launches. Mondelez acquired a majority stake in Hu Master’s to develop CBD snacks. Constellation Brands owns a 38% stake in Canopy Growth, releasing THC drinks like Quatreau. Coors distributes non-alcoholic CBD seltzers.
Diversifying products
Beyond basic gummies and chocolates, edible innovation is accelerating with novel forms and faster onset.
- Baked goods – Cookies, brownies, and cakes with appealing flavors like vanilla, red velvet, and chocolate.
- Beverages – THC/CBD-infused sparkling waters, iced teas, lemonades, sports drinks, beers, coffee, and non-alcoholic spirits. Provides predictable dosing and rapid effects from ingesting rather than eating.
- Fruit chews – Similar to gummy bears but with real fruit juice and purée for flavor. Appealing to health-conscious consumers.
- Mints and lozenges – Sublingual absorption allows effects to kick in within 15-30 minutes. Discreet, portable, and precisely dosed.
- Pills and capsules – For consumers who want the effects without the flavor. Fast-acting and precisely measured.
- Cooking oils and butter – Easy to incorporate into recipes for homemade edibles. Oils provide consistent dosing for cooking and baking.
