Wyld dominates edibles category in adult-use marijuana markets
Wyld is well on its way to becoming the top-selling cannabis edibles brand in every state, a goal the Oregon-based company has set as states continue to launch regulated adult-use marijuana markets.
Of the 13 adult-use markets analyzed by MJBizDaily, Wyld was the top-selling brand in more than half.
“We don’t plan on slowing down any time soon,” Rachael Smith, Wyld’s marketing production manager, told MJBizDaily via email.
She added that leading the edibles category in sales in every state was “absolutely” a goal.
Wyld leads the edibles category in sales so far this year in six Western states, including Arizona, California, Colorado, Nevada, Oregon and Washington, as well as Michigan, where sales rival California based on several metrics.
The company has sold roughly $250 million of regulated marijuana products since January in the markets tracked by Seattle-based cannabis analytics company Headset.
Top cannabis edibles brands
The only other brand to lead multiple states in the analysis was Chicago-based Green Thumb Industries’ Incredibles brand, which was the top-selling edibles product in Illinois and Ohio, according to Headset.
Single-state sales leaders included Camino in Massachusetts, Betty’s Eddies in Maryland, Grön in Missouri and Off Hours in New York, although Wyld doesn’t trail far behind in some of those markets.
Grön Chief Marketing Officer Michael Thale said the Oregon-headquartered brand’s leadership in Missouri comes from focusing on quality and innovation in the product line.
The edibles industry is consolidating around a few dominant brands, he said, and that presents challenges for new entrants into the market.
“This makes distinct branding, unique products and a robust distribution strategy more important than ever,” he said.
Edibles market share
Wyld is No. 3 in sales among edibles brands in Illinois, No. 4 in Missouri and No. 5 in Maryland.
The company’s edibles also tend to dominate sales in the markets where it operates.
For Colorado, Nevada and Oregon, Wyld accounts for 30% or more of each state’s edibles sales; in California and Washington state, Wyld owns more than 20% of the category by market share.
Wyld’s edibles prices are lower than those of other leading companies in the markets Headset tracks.
The average item price for Wyld products in the states analyzed hovers around $14-$15, while other companies are in the $20 range.
The lower item price could stem from the brand’s dominance in more mature Western markets, where prices are lower than in other states.
The company averages 37 products per state market and has sold roughly 16.8 million products so far in 2024.
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Product consistency and distribution
Smith, Wyld’s marketing production manager, said consistency in each state is key to the brand’s dominance, coupled with innovation and sustainable packaging.
“Whether you purchase our gummies in California or New York, consumers know they can trust the product,” Smith told MJBizDaily via email.
Meanwhile, Thale said Grön’s strategy includes offering state-specific products and partnering with retailers in ways that resonate with local communities.
“With a diverse product range that authentically appeals to different customer segments, we continue to differentiate ourselves from competitors like Wyld and sustain our leadership, particularly in regions like Missouri,” Thale said.
MJBizDaily contacted other companies in the analysis but didn’t receive responses in time for publication.
Andrew Long can be reached at an*********@mj********.com.
