Industry Insights: How to Be a Successful Cannabis Brand in 2026

Brands who want to succeed in the 2026 cannabis market need research-driven products and strategic partnerships.

In 2026, the most successful cannabis brands will be those that aren’t afraid to innovate, diversify, and ground their products in real cannabis science. While the market continues to grow more sophisticated, it’s relatively young and there’s still plenty of room for brands to establish themselves as industry leaders.

Between expanded legalization, consumer acceptance, and technological advancements, the US cannabis market is “...expected to reach US$ 91.10 billion by 2033 from US$ 36.94 billion in 2024,” according to a report from Research and Markets.¹ So, how can your brand acquire a respectable piece of that revenue, attract new customers, and grow brand loyalty?

The key is developing intentional product formulations, offering novelty over gimmicks, developing strategic partnerships, and that’s just the beginning. Read on for the strategies your brand needs to succeed in 2026.

Diversify Your Cannabis Portfolio with Trending Flavors

Consumer preferences are shifting fast, and flavor is one of the most powerful purchase drivers in cannabis. Just one look at the many 2025 round-up articles and you’ll see vapes, edibles, and beverages in a variety of diverse flavors and aromas. 

Some of the best THC drinks of 2025 include flavors like cucumber-melon-lime, salted watermelon, and even lemon elderflower.² Leafly’s list of Best Weed Products of Fall 2025 includes hot toddy flavored gummies, Apple Fritter flower, and vapes with classics like Northern Lights.³ 

While some markets place restrictions on the flavors and aromas that can be used in cannabis products, modern exotic strains like 24K Gold and Blue NRDZ make it possible to give consumers access to gassy, citrus-forward, and candy-like flavors while remaining true to the plant’s native chemistry.

Between best-selling cultivars, dessert strains, modern gas, and non-cannabis flavors that range from nostalgic sodas to viral hits like Dubai Chocolate, diversifying your portfolio with trend-savvy flavors and aromas is a simple, smart way to capture both mainstream demand and niche, premium segments.

Abstrax Tech 2025 Best Selling Flavor Categories

Between our Native and Signature Series as well as our Entourage and Cloudburst Series, our best selling flavor categories for 2025 included:

• Fruity
• Dessert
• Candy
• Dank Candy Gas
• Bakery

Diversify Your Cannabis Portfolio Product Types

While many consumers have a go-to product type, they’re also not afraid to experiment and often need or want different products for different occasions. Offering multiple formats means consumers can purchase all the products they want without having to switch brands.

Considering the growing popularity of non-inhalable cannabis products like gummies, diversifying your portfolio with multiple formats is quickly becoming non-negotiable. According to Global Market Insights, the global edibles market was estimated at USD 12.3 billion in 2024, and “The market is estimated to grow from USD 14.8 Billion in 2025 to USD 54 Billion in 2034.”⁴

Expanding into edibles, infused pre-rolls, beverages, minor-cannabinoid formats, and enhanced aromatics lets brands meet shoppers wherever they are on the experience spectrum. A diverse, multi-format portfolio creates more touchpoints, drives repeat purchase, and extends the reach of your brand’s flavor story.

The Gellies collection infuses gummies with the maximum amount of flavor. We use exotic flavor compounds natively found in cannabis to complement that natural dankness instead of clashing with it. From Liquid Diamonds, live resin, distillate, rosin, or even decarbed flower, Gellies pair perfectly every single time.

Try Something New & Novel in Cannabis

There may be big cannabis players emerging, but there aren’t necessarily industry giants… yet. That’s because it’s still a relatively young industry with emerging formats, fluctuating flavor trends, and consumers with expectations that aren’t set in stone. That means the brands that break out in 2026 will be the ones willing to experiment.

Think category-blurring SKUs, high-impact LTOs, wild and unexpected flavors, or sensory-driven concepts that challenge the norm. Novelty doesn’t have to be a gimmick, it can be a bold swing that’s grounded in real consumer desires. And sometimes those swings turn into the next go-to product.

For example, advancements in fast-acting delivery systems helped fuel some of the rapid growth experienced by the edible category. According to Business Wire “Technological advancements in the manufacturing process, such as the development of fast-acting edibles and more precise dosing mechanisms, have enhanced product reliability and user experience, making edibles a more appealing option.”⁵

The market’s appetite for experimentation immediately creates opportunity for flavor creativity. For example, brands can put their own spin on strain-specific profiles with the addition of other flavors. Imagine a soda with a tropical Pineapple twist on 24K Gold, or a Sour RNTZ gummy with additional Sour Apple notes. Whether it’s a novel delivery system or weird and wild fantasy flavors like Blue Milk or  Brawndo MegaVOLT 5000, the industry is ready for innovation. 

Partner Directly With Cannabis Dispensaries

In 2026, the brands that treat dispensaries as strategic collaborators rather than simple sales channels will gain the biggest wins. Dispensaries and budtenders are the ones who put your products into the hands of consumers. They answer endless questions and act as brand advocates to the shoppers who are most likely to become raving fans… but only if they know your brand and products well enough to do so! 

Retailers need to know what your products are, who they’re intended for, when and where they’re designed to be used, and even how they’re meant to be used. For example, even long-time consumers were slow to pick up on the Dablicator™ pen when it first launched simply because they didn’t know how to use it.

Partnering directly with dispensaries can mean providing them with sell sheets, in-person training, or online educational opportunities. More robust collaborative relationships might even involve co-branded SKUs or pop-up shops. Whatever the case, brands that nurture these relationships will be more likely to increase sales velocity, shelf presence, and brand awareness.

Cannabis Dispensaries Should Launch a House Brand

Dispensaries who launch house brands can develop product lines intentionally designed to meet the demands of their customers. This creates a foundation of loyalty and recognition that extends beyond product type and allows dispensaries to speak directly to their diverse consumer base. 

As the key touch point between shoppers and cannabis products, dispensaries are well-suited to develop strong customer relationships. They interact with consumers, sometimes on a regular basis, and they have real conversations to help them find the right products. 

With cross-shopping on the rise as consumers seek to find the best deals, a house brand can provide the necessary value to keep consumers from shopping elsewhere. New Frontier Data put it best, “Cross-shopping isn’t just competition; it’s evidence of demand. Customers are active, curious, and willing to shop. The opportunity lies in whether your dispensary is just one of many stops or the one that becomes the stop.”⁶

Additionally, dispensaries need to consider the margins. For example, when businesses buy and sell someone else’s gummies, they make money. When they make and sell their own to compete, however, they make significantly more. In 2026, successful dispensaries will be the ones who don’t leave that kind of money on the table.

Get Socially Conscious About Cannabis

Consumers want cannabis brands to go beyond great products. Community support, sustainability, social equity efforts, and responsible sourcing are all becoming table stakes. Whether it’s lowering your carbon impact, supporting community organizations, or choosing clean, traceable ingredients, making values part of your business strategy strengthens your brand and attracts value-focused consumers.

Rolling Stone explains that cannabis businesses that actively support local initiatives build a reputation as trustworthy and credible members of the community. “This can help create positive feelings toward the business, even from locals who may not favor legalized or recreational cannabis.”⁷ 

It’s important to think beyond your local community, though. Whether we like it or not, cannabis is political, cultural, and still contending with significant racial disparities stemming from the historical impact of the "War on Drugs." So, brands need to do good and they need to do it loudly to create a ripple effect across the industry. 

Partner with local food pantries, shelters, social justice organizations like the Last Prisoner Project⁸ or 40 Tons, and collect signatures for justice related initiatives. We're still working toward federal legalization and decriminalization, and socially conscious brands contribute to that mission.

Use the Latest Science in 2026 Cannabis Products

Cannabis brands who leverage the latest science in their products will have a significant advantage in 2026. From advanced analytics and authentic cannabis aroma recreation to novel delivery systems, technological advances have propelled the industry beyond speculation and into the realm of data-backed science, and brands have an obligation to create research-driven formulations.

Unlike the days before legalization, consumers aren’t going to just take what they can get. They’re curious, educated, and have developed sophisticated tastes. Meeting those demands requires advanced analytics and intentional formulations, but also streamlined production and consistency at scale. To do that, brands need the latest science and technology, which means finding the right scientific partner.

Brands who work with the right scientific partners can transform both product quality and overall credibility. It shows consumers they’re dedicated to continuing improvement and it forces the rest of the industry to step up.

Create the Best Cannabis Products in 2026 with Abstrax Tech

Whether you’re expanding into new formats or growing your flavor repertoire, we’ll help you formulate products for 2026 that build brand awareness and customer loyalty.

Have a signature flavor? Want custom experiences? Cultivar-specific aromas? With our expert formulation assistance, innovative Gellies collection, and high-intensity Cloudburst Technology, we’ve got you covered.

Schedule a free consultation with our formulation experts and let’s get to work.

1. ltd, R. and M. (2025, June). United States Cannabis Market - Legalization Trends & Forecast 2025-2033. Research and Markets - Market Research Reports. 

2. Booth, V. (2025, November 5). Best THC Drinks of 2025: Weed-Infused Seltzers, Tonics, and Cocktails That Hit Just Right. VICE. https://www.vice.com/en/article/best-thc-drinks/

3. Elliott, A. (2025, November 17). The best weed products of fall 2025. Leafly. https://www.leafly.com/news/strains-products/best-weed-products-of-fall

4. Cannabis Edibles Market Size & Share Report, 2025 – 2034. Global Market Insights Inc. (2025, February). https://www.gminsights.com/industry-analysis/cannabis-edibles-market

5. Business Wire. (2025, July 7). Cannabis Edibles Business Analysis Report 2025. Global Press Release & Newswire Distribution Services. 

6. Cross-Shopping Is on the Rise: How Dispensaries Can Keep Customers Loyalty. New Frontier Data. (2025, September 5). https://newfrontierdata.com/cannabis-insights/cross-shopping-is-on-the-rise-how-dispensaries-can-keep-customers-loyalty/

7. Rolling Stone. (2025, October 15). How Your Cannabis Business Can Create Positive Community Relationships. Rolling Stone Culture Council. https://council.rollingstone.com/blog/create-positive-community-relationships-for-your-cannabis-business/

8. Last Prisoner Project - Cannabis Reform Nonprofit. (n.d.). https://www.lastprisonerproject.org/