Pennsylvania’s cannabis shelf still has room for a new favourite. June receipt data from the HighRewards network shows the state’s leading brand held just 13.6% share of tracked sales, and the next nine brands combined couldn’t close the gap. Shoppers, meanwhile, kept spending: retail spend per customer rose 5.4% month on month and 60.1% of customers made a repeat visit. Here is what the data shows.

Key takeaways

• Supply led Pennsylvania’s brand rankings in June with 13.6% market share, and no other brand topped 7%.
• The top ten brands combined for only 59.3% of tracked sales, leaving more than 40% spread across smaller labels.
• 60.1% of Pennsylvania shoppers made a repeat visit in June, and 41.1% qualified as loyalty members.
• Tracked retail spend per customer rose 5.4% month on month statewide.
• Wallet share across the ten largest chains ranged from 49.7% to 79.6%, so even the leaders share their shoppers with rivals.

How fragmented is Pennsylvania’s cannabis brand market?

Very. Supply topped June’s brand rankings with 13.6% share of tracked sales, trailed by Organic Remedies at 6.8% and Find at 6.7%. Combined, the top ten brands accounted for just 59.3% of spend. That means more than four in every ten dollars of tracked flower, vape and edible spend went to brands outside the leading group, a long tail few other states in the HighRewards network show at this scale.

Which brands are closest to catching the leader?

Organic Remedies (6.8%), Find (6.7%), Cresco (6.1%), Savvy (5.4%) and Rythm (5.3%) round out the next tier, each within a few points of one another. Select, Grassroots, Legend and &Shine complete the top ten, none above 4.5% share. No brand in Pennsylvania has separated itself the way category leaders have in more consolidated states, and that gap is the opportunity.

Which Pennsylvania chains hold the most loyal shoppers?

Loyalty varies widely by retailer. Zen Leaf posted the state’s best repeat rate at 67.9%, while Organic Remedies captured the highest share of wallet at 79.6%, meaning it kept nearly four in five dollars its shoppers spent on cannabis. Sunnyside* PA carried a 78.9% share of wallet, and Curaleaf held 77.7% despite a 15.5% month-on-month pullback in spend. At the other end, Ascend’s 49.7% share of wallet shows its shoppers still send roughly half their spend to competitors.

Is Pennsylvania’s cannabis market still growing?

Yes, broadly. Spend per customer rose 5.4% month on month statewide. Trulieve grew 38.8%, and Verilife, a smaller chain by tracked customers, posted an 86.1% jump worth watching next month to see if it holds. RISE and Zen Leaf both grew more than 11%. Not every chain rode the wave: Curaleaf slipped 15.5% and Ascend eased back 4.8%, evidence that statewide growth is not evenly distributed.

What does the fragmentation mean for Pennsylvania cannabis brands and retailers?

With no brand holding a commanding share, and wallet share among top chains still ranging from roughly half to four-fifths, both brands and retailers have room to move. HighRewards gives Pennsylvania retailers 360 retail intelligence built from real in-store receipts: share of wallet by chain, repeat and loyalty cohorts, and the category and brand mix shown above. Pair that visibility with points-based rewards that shoppers earn in-store and redeem for gift cards, and a fragmented market becomes a chance to build the habit before a rival brand does.

With mainstream ad channels closed to cannabis, loyalty data is doing the work paid media can’t. We cover the alternatives in why cannabis brands can’t advertise on Google, Meta or TikTok, and you can see how a more concentrated market looks in Michigan cannabis retail: the wallet share battleground.

FAQ

How fragmented is the Pennsylvania cannabis brand market?

Very fragmented. June data from the HighRewards network shows the leading brand, Supply, held just 13.6% share of tracked sales, and the top ten brands combined for only 59.3%.

Which Pennsylvania dispensary chain has the most loyal shoppers?

Zen Leaf posted the highest repeat rate in June at 67.9%, while Organic Remedies held the highest share of wallet at 79.6%.

Is cannabis retail spend growing in Pennsylvania?

Yes. Tracked spend per customer rose 5.4% month on month in June, led by Trulieve’s 38.8% growth and a sharp 86.1% jump from Verilife.

What is share of wallet in cannabis retail?

Share of wallet is the percentage of a shopper’s total cannabis spend that one retailer captures. Among Pennsylvania’s largest chains in June it ranged from 49.7% to 79.6%.

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.