Based on BDSA Retail Sales Tracking data, June 2025 – May 2026. Ranked by total national retail sales dollars.
Vape: An $8 Billion Category in the Middle of a Format Revolution
Vape is cannabis’s second-largest category, generating $8 billion in retail sales over the past 12 months ending May 2026, up 6% from $7.5 billion the prior year and nearly in lockstep with overall cannabis market growth of roughly 5%. Vape’s share of total cannabis has held remarkably steady at 26%, making it one of the most resilient and consistently sized categories in the industry.
Vape is closing in on flower as the category leader — and in the largest markets, it’s already there
Nationally, flower still holds the top position at 40% of cannabis retail versus vape’s 26%, but the gap is narrowing and the crossovers are no longer hypothetical. Washington has been a vape-first state for well over a year, with vape outselling flower by more than 20% every month. More significantly, California — the country’s largest cannabis market by a wide margin — crossed over in November 2025 and has not looked back, with vape now outpacing flower by $6M in the most recent month alone. These are not fringe markets where consumer demographics skew young or where retail formats favor convenience; they are the two most mature, highest-volume cannabis markets in the country. The question for the rest of the top markets — Arizona, New York, Illinois — is not whether vape will challenge flower for the top spot, but how soon.
Disposables have overtaken cartridges
For most of cannabis’s modern era, Vape Cartridges were the undisputed format leader. That changed this year. Vape Disposables surged 41% from $2.7 billion to $3.8 billion, while Vape Cartridge sales fell 14% from $4.85 billion to $4.19 billion. The crossover happened in April 2026, when monthly disposable revenue eclipsed cartridge revenue for the first time nationally, and the gap widened further in May. This is not a minor trend reversal; it is a fundamental reordering of the category that is reshaping which brands win, how operators allocate shelf space, and where brands are investing in product development. The shift is being driven by a combination of consumer preference for convenience and portability, aggressive price competition in the disposable segment, and the rapid rise of large-format 2-gram disposable SKUs that offer perceived value while commanding strong retail price points.
Premium oil formats are gaining share at the same time
Live resin and rosin together accounted for 32% of vape revenue over the past 12 months, up from 28% the prior year. Live resin alone grew 19% to reach $2.1 billion, representing 26% of total vape sales, with the most recent months running even higher at 28%. The market is simultaneously premiumizing and trading up on format, a dynamic that rewards brands with strong extract capabilities and elevates those anchored in quality over commodity.
The competitive field is contracting
The number of active vape brands tracked nationally fell 17% year over year, from over 6,600 to under 5,500 — a loss of more than 1,100 brands in 12 months and a sign of accelerating consolidation as operators rationalize SKUs, retailers trim their assortments, and smaller independent brands lose velocity or exit markets. Despite this contraction, the top 10 brands collectively account for only 22% of total vape retail, up only slightly from 21% the prior year. The category remains highly fragmented, but the direction of travel is clear: fewer brands, with share concentrating at the top.
The brands profiled below represent the 10 largest vape brands nationally by retail sales over the past 12 months. Together they generated $1.74 billion, a meaningful slice of an $8 billion market, but one that still leaves nearly 78% of spending distributed across thousands of other brands. What makes these brands worth studying is not just their size, but what their individual trajectories reveal about where the category is heading.
1. STIIIZY
$345.2M P12M Vape Sales
STIIIZY holds the #1 position in vape nationally with $345.2M in past 12 months vape sales, and it is also the #1 brand across all categories. STIIIZY’s vape sales represent 51% of the brand’s $671M total sales across all categories and 4.3% of the total vape market — making vape the clear engine of cannabis’s largest brand. The Los Angeles-based brand built its identity around a proprietary pod system, and its signature pod cartridge remains the cornerstone of its vape business. Live resin pods have grown to become a meaningful second pillar, reflecting the brand’s push into premium segments. STIIIZY competes in 5 states, with the heaviest concentration of sales in California, where it enjoys near-iconic status. Nearly all products across the brand’s top items are unflavored and organized by phenotype (Indica, Sativa, Hybrid), with dominant 0.5g and 1g pod formats. Vape sales in the category were down modestly year over year, a reflection of intensifying competition in cartridge formats more than any structural shift in the brand’s positioning. Beyond vape, Stiiizy sells across edibles, flower, pre-roll, topicals, accessories, and apparel.
2. Select
$334.8M P12M Vape Sales
Select, owned by Curaleaf, is the most geographically distributed vape brand in cannabis, selling across 14 states. Vape sales of $334.8M represent 4.2% of the national vape market and 90% of Select’s $370M in total cross-category sales, signaling that vape is overwhelmingly the brand’s core identity within Curaleaf’s broader portfolio. The brand grew 4% in vape year over year from $322.8M, consistent with category growth. Select’s portfolio architecture leans on distillate disposables as its largest revenue driver by a wide margin, followed by distillate cartridges, with live resin and oil formats rounding out the lineup. Its product profile skews heavily unflavored and uses phenotype differentiation (Indica/Sativa/Hybrid) as its primary organizing framework. As Curaleaf’s primary vape flag, Select is positioned as an approachable, accessible brand competing on breadth and availability rather than premium differentiation.
3. ROVE Brands
$180.1M P12M Vape Sales
ROVE Brands delivered one of the stronger growth performances among the top 10, growing 25% year over year from $144.4M to $180.1M and capturing 2.3% of the national vape market. Vape accounts for 80% of ROVE’s $224M in total cross-category sales, underscoring how central the category is to the brand’s identity. Rove Brands sells in 16 states, which is officially the widest geographic footprint of any vape brand in the ranking. The brand is defined by its live resin pod cartridges, its single largest revenue driver, reflecting an earlier-than-most bet on premium oil formats that has proven well-timed as the market premiumizes. Its signature pod system has strong loyalty in California and the West, and ROVE has extended that positioning into new license states with notable success. Kit sales (battery and cartridge bundles) represent a significant additional revenue stream. Distillate 510 cartridges serve as a secondary volume driver, with minimal disposable exposure. ROVE also competes in edibles, extracts, pre-roll, sublinguals, topicals, and accessories. Its unflavored, strain-focused approach has resonated across both premium and everyday segments.
4. Dime Industries
$144.4M P12M Vape Sales
Dime Industries is among the fastest-growing vape brands in the top 10, posting 39% growth year over year from $103.9M to $144.4M, and now representing 1.8% of total national vape sales. Once again, Vape is by far the dominant category for the brand, accounting for 98% of Dime’s $148M in total cross-category sales — making it one of the most vape-concentrated brands in the ranking. The independently operated brand sells across 9 states and its growth reflects a combination of new market entry and strong velocity gains in existing states. Dime is defined almost entirely by its disposable format, with distillate disposables accounting for roughly 93% of vape revenue; cartridge volume is minimal by comparison. Within disposables, the brand has introduced live resin and rosin variants as premium extensions, though distillate remains the core. Its portfolio extends beyond vape into edibles, extracts, flower, pre-roll, accessories, apparel, and topicals, positioning it as a lifestyle-oriented brand with room to grow beyond its vape base. Products are consistently unflavored, with Indica/Sativa/Hybrid phenotype differentiation throughout. The brand’s commitment to large-format 2g disposables has been a key driver of its accelerating footprint.
5. Rythm
$143.7M P12M Vape Sales
Rythm is the premium vape flag for Green Thumb Industries (GTI), generating $143.7M in vape sales — 1.8% of the national vape market and 27% of Rythm’s $535M in total cross-category sales. That relatively modest vape share reflects Rythm’s strength as a full-spectrum brand with meaningful flower, edibles, and extract businesses alongside vape, and signals that Rythm carries significant weight within GTI’s portfolio well beyond its vape business alone. The brand grew vape sales 8% year over year, competing across 13 states. Rythm is distinguished from sibling brand &Shine within GTI’s portfolio by its focus on premium oil types: live resin disposables and live resin cartridges drive the largest share of vape revenue, followed by rosin cartridges and oil formats, making it one of the most live-extract-weighted major brands nationally. Product formats span both 510-thread cartridges and disposables. Beyond vape, Rythm competes in edibles, extracts, flower, pre-roll, sublinguals, topicals, accessories, and apparel.
6. &Shine
$137.1M P12M Vape Sales
&Shine, also from Green Thumb Industries, generates $137.1M in vape sales. 57% of &Shine’s $239M total cross-category sales is devoted to vape— a meaningfully higher vape dependency than sibling brand Rythm. While Rythm is GTI’s premium vape tier, &Shine is positioned as the everyday accessible option, built almost entirely on distillate: distillate cartridges and distillate disposables account for nearly 100% of its vape revenue, with only a small live resin and rosin presence. Products are offered in 1g and 2g disposable formats and 0.5g to 1g cartridges, with 510-thread as the dominant cartridge format. &Shine’s broader category footprint is among the widest of the GTI brands, including edibles, extracts, flower, pre-roll, sublinguals, and accessories. Vape sales were down year over year in this period, a dynamic likely reflecting both the broader market shift toward premium oil formats and the competitive context of operating alongside Rythm in the same dispensary sets — rather than any signal about GTI’s overall brand house performance.
7. Fernway
$132.0M P12M Vape Sales
Fernway is the standout growth story of the top 10, posting 67% year-over-year growth from $79.2M to $132.0M, the largest percentage gain among major national vape brands. Vape represents 96% of Fernway’s $138M in total cross-category sales, making it one of the most vape-concentrated brands in the ranking. The brand captures 1.7% of the national vape market despite competing in just five states: Illinois, Massachusetts, Michigan, New Jersey, and New York, giving it one of the highest per-state revenue densities in the top 10. Fernway’s portfolio is tightly focused: disposables account for roughly 70% of vape revenue, with 510 cartridges making up the balance, and the brand has been building a growing live resin disposable presence alongside its dominant distillate formats. Category breadth is narrower than most peers, concentrated in vape, pre-roll, and flower with some accessories and apparel.
8. Raw Garden
$120.1M P12M Vape Sales
Raw Garden, operating under parent company Central Coast Agriculture, delivered 30% year-over-year growth in vape from $92.4M to $120.1M. Vape is the dominant revenue driver for the brand, accounting for 78% of Raw Garden’s $154M in total cross-category sales, with edibles, extracts, and pre-roll making up most of the balance. What makes Raw Garden’s performance particularly notable is its geographic concentration: the brand competes in just two states, California and New Jersey, making it the most geographically concentrated top-10 vape brand by far, with the vast majority of volume generated in California. Raw Garden’s product identity is defined by an almost exclusive commitment to live resin: live resin cartridges and live resin disposables together account for essentially all of its vape revenue, with distillate and oil formats representing a negligible fraction. This purity of positioning is rare among brands at this scale and has helped the brand build deep loyalty among extract-oriented consumers.
9. Savvy
$110.8M P12M Vape Sales
Savvy, owned by Verano Holdings, was the fastest-growing top-10 vape brand by percentage, growing from $52.1M to $110.8M — that’s a staggering +113% growth . Vape accounts for 40% of Savvy’s $276M in total cross-category sales, indicating that the brand has meaningful scale beyond vape. The brand competes in 12 states. Savvy’s product architecture is split fairly evenly between distillate disposables and distillate 510 cartridges, with a growing pod cartridge segment adding a premium tier. Live resin and rosin formats are present but still a small share, suggesting the brand is in the earlier stages of building out its premium range. Savvy’s sizable growth reflects a combination of real market gains and internal portfolio consolidation, as Verano has reorganized its vape business around the Savvy name. The cleaner signal is at the Verano brand house level, where total vape sales grew 40% year over year, a strong outperformance relative to the broader category suggesting genuine growth alongside the restructuring.
10. PlugPlay
$95.5M P12M Vape Sales
PlugPlay rounds out the national top 10 with $95.5M in vape sales and 96% of PlugPlay’s $98M in total cross-category sales. The independent brand sells across 4 states, with the overwhelming 98% of their business in California. Its brand identity is built around a proprietary pod system, with pod cartridges driving the overwhelming majority of vape revenue; disposables are minimal. Within cartridges, the brand competes in both distillate and live resin pod formats, with live resin growing as a share of the mix. The brand was an early pioneer of the magnetic pod format in the West Coast market and retains strong brand recognition among core consumers in California. Its 6% growth is steady given the category-wide pressure on cartridge formats, and its geographic concentration represents both a constraint and an opportunity.
Conclusion: What the Data Is Telling Us
A few themes cut clearly across this ranking and point toward what the next 12 months may look like for the vape category.
The format shift is reshaping the brand hierarchy. Ten of the top 10 brands now generate meaningful disposable revenue, and for several — Dime Industries, Fernway, Savvy, Select — disposables are the primary revenue driver. Brands like ROVE and PlugPlay, which built their identities around proprietary pod cartridge systems, are in a more nuanced position: their pod formats still drive strong loyalty and premium pricing, but the broader cartridge segment has lost significant share. The brands with the sharpest vape growth this year (Savvy +113%, Fernway +67%, Dime +39%, Raw Garden +30%) are all heavily disposable-weighted. Adapting to the format shift while protecting brand equity in cartridge formats is the central challenge for several brands in this ranking.
Premium oil is the other defining axis. The rise of live resin and rosin is not a niche phenomenon — live resin is now a 26% share format and gaining. Raw Garden has proven that a brand can reach $120M in revenue competing almost exclusively in live resin across just two states. Rythm has used live resin and rosin as the foundation for consistent growth while operating within a dual-brand portfolio. The implication for brands still anchored in distillate is not that distillate disappears, but that the category’s growth engine has moved upstream. Brands without a credible premium oil presence are increasingly competing for a shrinking share of category dollars.
Consolidation will reshape the middle. The loss of more than 1,100 active brands over 12 months is not abstract — it represents failed launches, voluntary exits, and retailers rationalizing their vape sets as the category matures. The brands that survive and grow share a common profile: clear product identity, a format bet that has proven correct, and extract capabilities that can support a premium tier. The brands under the most pressure share the opposite: commodity positioning in a distillate-dominant format whose share is shrinking.
The $8 billion vape category is not in decline. It is in transition, and the brands navigating that transition most successfully are the ones leaning into premium oil, embracing disposable formats, and building identities distinct enough to earn loyalty in a consolidating field.
Data sourced from BDSA Retail Sales Tracking. Past 12-month period: June 2025 – May 2026. Year-over-year comparison based on the same period in the prior year.
All images sourced from brand websites.
Want to learn more about the vape category and our methodology? BSDA’s Retail Sales Tracking details category, brand, product, and product attribute trends in cannabis for brands, retailers, and investors. Reach out to BDSA if you’d like to learn more.