Winter is proving to be the sweet spot for marijuana-infused chocolate sales, as edibles manufacturers report a seasonal spike. Data from cannabis analytics firm Headset confirms that chocolate sales peak in January and February, a trend industry leaders are keenly observing. Despite the overall edibles market being dominated by gummies, some believe infused chocolates are poised for a comeback.
A Winter Favorite for Cannabis Consumers
For companies like Oregon-based Grön, winter brings a noticeable uptick in chocolate sales. Founder and CEO Christine Apple noted that the first two months of the year are the strongest for their chocolate offerings.
Grön operates in six U.S. states and Canada, with plans to expand into three more states by 2025. Even so, the company sees most of its revenue—about 70%—coming from gummies, with chocolate accounting for just over 20%.
“It breaks my heart that it’s not more,” Apple said, lamenting that chocolate doesn’t get the attention it deserves in the cannabis market.
Market Share and Consumer Trends
Infused chocolates currently make up 9.4% of edible cannabis sales in U.S. markets tracked by Headset. In Canada, the figure is higher at 14.2%.
- Tilray Brands’ Chowie Wowie leads the Canadian infused chocolate market, with a 35% sales increase year over year.
- Gummies remain dominant, holding more than 75% of the total edibles market share in both countries.
- The non-infused chocolate market is growing at five times the rate of infused chocolates, signaling potential for growth in the cannabis sector.
Blair MacNeil, president of Tilray Canada, sees an opportunity. “There’s a built-up demand that I think will make its way into the THC-infused side,” he said.
Data from Grand View Research and Stastia shows the global non-infused chocolate market already surpasses $120 billion annually, with projected growth of 4%-5% per year until 2030.
Producing Cannabis Chocolates at Scale
Tilray is increasing its chocolate production capacity, leveraging the food science expertise of its sister company, Manitoba Harvest.
The process of making infused chocolates is meticulous:
- The chocolate is infused with THC before being wrapped around fillings like peanut butter, praline, or caramel.
- Once mixed, it moves through a cooling tunnel to set.
- Humidity control is critical—chocolate thrives below 50% humidity and at temperatures around 70°F.
Apple explained the difficulty of manufacturing gummies and chocolates in the same kitchen. “Gummies require boiling, which creates steam, and chocolate is hydrophobic—it hates water.” As a result, companies often alternate production schedules to maintain quality.
Storage also plays a role. Grön’s delivery vans are kept at 65°F to prevent heat-related damage. Retailers are advised not to refrigerate chocolates, as fluctuating temperatures can cause fat and sugar separation, leading to an unappealing white film on the surface.
“Even if chocolate separates, it’s still shelf-stable,” Apple said. “Chocolate will literally last forever.”
Cacao Prices Soar, Challenging Profit Margins
The surge in global cacao prices is adding another challenge for cannabis chocolate manufacturers. The International Cocoa Organization reports that global cocoa stockpiles are down 36% year over year.
March futures for chocolate are four times higher than five years ago, due to blight affecting cacao plants in key growing regions.
Grön has absorbed the increased costs but has managed to maintain its long-term supplier partnerships. Apple emphasized the company’s commitment to Fair Trade Certified sourcing, saying, “We’ve been working with the same suppliers for 10 years.”
To counter price hikes, some manufacturers are investing in automation. Apple noted that much of the labor cost in infused chocolate production comes from packaging and labeling rather than the chocolate-making process itself.
Holiday Demand and Distribution Logistics
Chocolate sales naturally surge around major holidays. Jordan Shimada, director of supply chain at Kiva Confections, pointed out that Christmas and Valentine’s Day are so close together that planning starts months in advance.
“People are purchasing a lot more this time of year,” she said.
Kiva’s chocolate bites and bars make up 22% of the company’s sales, with Michigan ranking as its second-largest market after California.
Meanwhile, Grön and Kiva are seeing strong demand in New York, where the legal cannabis market continues to expand. Apple noted that retailers can’t keep chocolates in stock and that business partners in New Jersey are also requesting more inventory.
Expansion Strategies and “Reverse Licensing”
As cannabis companies grow, they face the challenge of ensuring consistency across multiple locations. Grön’s approach involves “reverse licensing” agreements, where they operate within an existing cannabis licensee’s facility rather than setting up their own.
Under this model:
- Grön provides its own staff, equipment, salespeople, and delivery infrastructure.
- The partner company receives a small fee while Grön retains control over manufacturing and distribution.
- Strict quality control measures ensure that products remain identical across states.
Grön headquarters manages ingredient sourcing and mandates uniform recipes across all locations. Regular on-site visits help maintain operational standards.
With demand for marijuana-infused chocolates on the rise, especially in winter, companies are finding innovative ways to adapt. Despite challenges like rising cocoa prices and market competition from gummies, the industry’s biggest players see infused chocolates as a category with untapped potential.