NEW YORK — As the cannabis industry prepares for the 7/10 concentrates holiday, widely recognized as the premier celebration of cannabis concentrates, cannabis education and experiences company Higher Function and cannabis data platform Lit Alerts have released new consumer and market insights showing that the concentrates category remains widely misunderstood. This lack of knowledge prevents adoption and even trial, despite concentrates being the most premium product segment in cannabis.
According to Higher Function consumer survey data, the single biggest reason consumers avoid concentrates such as live rosin, resin, and traditional hash is because they do not understand them. This includes what they are, how to consume them and why they are considered premium. Survey respondents cited “lack of knowledge about types of concentrates and what they are” as the top barrier to entry, outweighing concerns about potency or consumption method. Price point was another significant barrier, with consumers also expressing concern about how to consume concentrates safely, how to evaluate quality, and which brands to trust.
“Concentrates are often viewed as intimidating, but the reality is they represent some of the most flavorful, intentional, and premium experiences in cannabis,” said Erik Dawson, founder of Higher Function. “The industry has spent years talking about THC percentage, but most experts agree that’s not an accurate way to evaluate quality. With cannabis markets maturing, consumers are now ready for a more sophisticated conversation around quality, flavor, terpene preservation, craftsmanship, and experience. The biggest gap to embracing concentrates is knowledge. Education is the missing bridge.”
Cannabis concentrates are products that isolate and preserve the trichomes — the resin glands of the cannabis plant — where cannabinoids and terpenes are naturally concentrated. Premium products like artisanal solventless rosin, expertly produced live resin, and traditional hash are increasingly being compared to fine wine or top-shelf spirits because of their complexity, flavor expression, and production methods.
Market data from Lit Alerts suggests the category still has substantial room for growth in both New York and New Jersey. The concentrates category accounts for 3.7% of sales in NJ and 3.3% in NY (June 19, YTD 2026). This compares to 5% in mature East Coast markets like Massachusetts and Maryland. In newer East Coast markets, reaching or surpassing 5% market share represents tens of millions in potential consumer spend.
Dawson said, “Some dispensaries are leading the way, hitting 5%-plus of total sales. It’s a growing dabbing customer base, plus newcomers dipping their toe in the water through resin and rosin vapes and edibles, solventless dissolvable powders, and therapeutic products including RSO, a type of full-spectrum oil.”
“Concentrates are a niche but growing and increasingly important category for the cannabis industry,” said Rick Bashkoff, CEO of Lit Alerts. “The data shows there is strong interest in the category, but consumers need guidance. Markets that invest in education consistently see better engagement, stronger customer retention, and higher sales. Concentrates are an opportunity for retailers to increase their bottom line.”
Higher Function and Lit Alerts see the upcoming 7/10 holiday as an opportunity for the cannabis industry to shift the conversation away from hype and toward informed, confident consumption to support this growing category.
“Consumers do not just want products — they want confidence,” said Dawson. “When people understand what they are buying and why it matters, premium categories grow naturally.”
