Florida Cannabis Retail: A Two-Horse Race Where Even the Leaders Leak

Florida is one of the busiest cannabis markets in the country. Our HighRewards data for last month shows shoppers who visit often, more than four times a month on average, and stay loyal in habit. What they do not do is stay loyal to a single store.

Two leaders, separated by almost nothing

The top of the Florida market is a genuine two-horse race. MUV and Trulieve finished last month within a whisker of each other on tracked revenue, far ahead of the rest of the field. But scale at the top has not translated into control of the customer.

Even the leaders leak

Here is the striking part. Both leaders kept only about half of their own customers’ category spend. MUV retained roughly 51%, Trulieve about 52%, and the rest leaked to other stores. Further down the table, Curaleaf leaked nearly 58% of its shoppers’ wallet. In Florida, being number one does not mean owning the customer. It means sharing them with everyone else.

Frequency is high. Loyalty to a store is not.

Florida shoppers are active. They came back for a second visit about 72% of the time and reached a third more than half the time, among the strongest engagement of any market we track. But that loyalty is to the category, not to a single brand. People visit often and spread their spend around. The demand is there. The capture is not.

What people buy

Flower leads comfortably, with vapes a clear second and concentrates, edibles, and pre-rolls behind. On the brand side, Float sits at the top of market share, followed by Roll One, Modern Flower, and Savvy. No single brand runs away with it, which mirrors the splintered loyalty at the store level.

What it means for operators

A high-frequency market with leaky wallets is the biggest opportunity in retail, if you can close it. The shoppers are already coming back. The question is whether they come back to you. When even the leaders keep only half the wallet, the prize goes to whoever can turn a frequent visitor into a loyal one. That takes knowing who is slipping away and why, on first-party data you control.

That is the gap HighRewards closes. We turn everyday shopper engagement into measurable in-store traffic and a clear, cohort-level view of share of wallet, so operators can see exactly where their customers are spending elsewhere and win that spend back.

The takeaway

Florida’s shoppers are loyal to the habit, not the store. With two leaders splitting the top and half the wallet walking out the door, the market is wide open to whoever turns frequency into real loyalty first.

Frequently asked questions

Who leads the Florida cannabis retail market?

MUV and Trulieve finished nearly tied at the top of Florida retail in the latest HighRewards data, far ahead of the rest of the field.

How loyal are Florida cannabis shoppers?

Very active, but not store-loyal. They visit more than four times a month on average, yet even the leaders keep only about half of each customer category spend.

What does wallet leakage mean for dispensaries?

It is the share of a customer spend that goes to competitors. In Florida nearly half leaks away, so capturing more of it is the biggest growth lever.

How does Curaleaf compare on wallet leakage?

Curaleaf leaked nearly 58% of its shoppers’ category spend, a higher leakage rate than either MUV or Trulieve.

What products and brands lead the Florida cannabis market?

Flower is the top-selling category, followed by vapes, then concentrates, edibles, and pre-rolls. Float leads brand market share, followed by Roll One, Modern Flower, and Savvy.

Turn your dispensary runs into gift cards

Earn gift cards by earning rewards at any dispensary — and even liquor stores! Every purchase earns points you can redeem for gift cards to Amazon, Starbucks and more with the HighRewards app.