Cannabis Vapes Surpass Flower in California: A Shift Driven by Gen Z
The cannabis market in California is undergoing a notable transformation. For nearly a year, vape products have consistently outsold traditional cannabis flower-marking a significant shift in consumer preferences within the largest legal cannabis market in the United States.
A Turning Point in Consumption Trends
This change first became evident in mid-2025, when monthly vape sales slightly exceeded flower sales. Since then, the gap has continued to widen.
Recent retail data shows:
Vape products: $110.4 million (Feb 2026)
Flower: $98.4 million (Feb 2026)
This contrasts sharply with earlier years. In 2021, flower dominated the market, generating nearly twice the revenue of vape products. The rapid reversal highlights how quickly consumer behavior is evolving.
Why Gen Z Is Driving the Change
A key factor behind this shift is Generation Z-the first generation to show a clear preference for vape devices over traditional formats.
According to market analytics:
38% of Gen Z cannabis spending goes to vapes
32.5% is allocated to flower
This makes Gen Z the only major consumer group where vapes lead in share of wallet.
Their preferences are shaping not just product demand, but also how retailers structure their product offerings.
Product Preferences Are Reshaping the Market
While vapes and flower dominate, the broader category breakdown in California currently looks like this:
Vape products
Flower
Pre-rolls
Edibles
Concentrates
As younger consumers gain purchasing power, the industry is seeing a gradual shift toward products that emphasize:
Convenience
Discretion
Portability
Controlled dosing
These are all key advantages of vape devices.
What About Other States?
Although flower still leads in most other markets across the U.S., the gap is narrowing.
Examples include:
Colorado: Flower leads in units, but vape revenue is catching up
New York: Strong flower sales, but increasing vape adoption
Missouri: Similar trend with gradual vape growth
Oregon: One of the closest gaps between the two categories
Industry analysts expect vape sales to surpass flower in additional states in the near future.
What This Means for the Industry
This shift is more than a short-term trend-it reflects a structural change in consumer behavior.
As Gen Z continues to grow as a key consumer group, their preferences will likely:
Accelerate innovation in vape hardware and formulations
Influence product design and branding
Drive retailers to expand vape-focused assortments
For brands and suppliers, this presents a clear signal: aligning with next-generation consumption habits will be critical for long-term growth.
