Edibles Retail Market Report
Statewide · Statewide · all cities · generated 6/9/2026, 3:00:00 PM
Executive summary
Montana's edibles category spans 17,726 product listings from 302 brands, stocked in 383 of 399 tracked dispensaries (96% of the state) — distribution is broad and effectively table-stakes.
The category is fragmented (HHI 520): the three largest brands hold roughly 24% of observed shelf presence, with the balance split across a long tail of 299 brands.
Gummies is the largest sub-segment at 41% of edibles listings, at a statewide median of $20.
The statewide median 100mg pack carries $20 on shelf — $2.00 / 10mg THC on a normalized basis.
Sweetgrass Co. leads on shelf presence (184 stores, 38 SKUs) and sets the value-mainstream reference point a new entrant has to clear.
Gummies dominate volume while beverages are the fastest-growing sub-segment; high-dose value packs increasingly anchor the value tier.
Is Montana's edibles category worth entering — and if so, where is the open lane?
383 of 399 dispensaries already carry edibles, so the question is not whether the category exists but where shelf is winnable. With 302 brands competing and the top three holding ~24% of shelf, the field is fragmented; tinctures & sublinguals (5% of SKUs) is the least-crowded sub-segment.
Exhibits
Exhibit 1 — Where the SKUs concentrate
Share of edibles products by sub-segment, statewide.
Exhibit 2 — Shelf leaders
Brands ranked by store count (shelf presence) across the state.
Exhibit 3 — Geographic demand
Dispensaries stocking the category by region.
Exhibit 4 — Price ladder
How shelf splits across value, mainstream, and premium tiers.
Recommended action plan
Lead with the open lane: Tinctures & sublinguals
Why it matters: At 5% of edibles SKUs it is the least-crowded sub-segment, so a focused entrant faces the fewest incumbents.
Action: Build the launch line around tinctures & sublinguals to establish shelf, then expand into the crowded core once velocity is proven.
Price into the premium tier
Why it matters: The ladder splits 34% value / 19% premium; the thinner tier is where pricing power is least contested.
Action: Anchor the hero SKU in the premium band ($25–60) and let velocity confirm the tier before widening the line.
Benchmark the shelf leader: Sweetgrass Co.
Why it matters: Sweetgrass Co. sets the category reference at 184 stores and 38 SKUs (value-mainstream).
Action: Beat the leader on one axis — potency, format, or price-per-unit — rather than competing across all three at once.
Seed the launch in Billings / Yellowstone
Why it matters: Billings / Yellowstone holds 17% of the dispensaries carrying the category — the densest demand to win first.
Action: Take a beachhead cluster of stores and prove velocity there before chasing statewide distribution.
Re-pull this report at launch
Why it matters: Montana menus move weekly; a market entered on a quarter-old read is the wrong market.
Action: Order a fresh snapshot the month you commit, then again ~90 days post-launch to measure your own shelf gains against the field.
Analyst notes
Category concentration
Montana's edibles shelf is fragmented (HHI 520). The top three brands hold ~24% of shelf presence; the rest is a long tail of 299 brands fighting for the remainder. That shape sets how hard it is to take — and hold — shelf.
- Sweetgrass Co.: 184 stores, 38 SKUs, 9% shelf — value-mainstream.
- Yellowstone Organics: 168 stores, 31 SKUs, 8% shelf — mainstream.
- Garnet Valley Growers: 142 stores, 27 SKUs, 7% shelf — premium.
- Madison River Munchies: 121 stores, 22 SKUs, 6% shelf — value.
- Prickly Pear Provisions: 104 stores, 19 SKUs, 5% shelf — mainstream.
- Stillwater Selects: 88 stores, 16 SKUs, 4% shelf — premium.
Potency & price economics
The headline format (100mg pack) clears a $20 median, or $2.00 / 10mg THC normalized. Where a tier is thin, pricing power is least contested — that is the band an entrant can price into rather than fight for.
- Value (34% of SKUs): $8–15, $1.20 / 10mg. Bulk gummies and high-dose value packs.
- Mainstream (47% of SKUs): $16–24, $2.00 / 10mg. Branded 100mg gummies and chocolates — the category core.
- Premium (19% of SKUs): $25–60, $3.40 / 10mg. Solventless, low-dose wellness, and novel formats.
Demand geography
Gummies dominate volume while beverages are the fastest-growing sub-segment; high-dose value packs increasingly anchor the value tier. Geographic concentration shows where to seed first and where shelf is already saturated.
- Billings / Yellowstone: 64 carriers (17%), median $20 — Largest single metro; full tier coverage.
- Missoula: 52 carriers (14%), median $19 — Competitive, value-leaning shelf.
- Bozeman / Gallatin: 49 carriers (13%), median $21 — Highest premium-tier share in the state.
- Flathead (Kalispell–Whitefish): 46 carriers (12%), median $20 — Tourist-driven; broad assortment.
- Helena: 33 carriers (9%), median $20 — Mainstream-dominated.
- Great Falls: 29 carriers (8%), median $19 — Value-weighted.
Recent price movement
Observed shelf-price changes over the last 30 days indicate where the category is repricing — promotional pressure, clearance, or a durable reset.
- 100mg Gummies @ Copper Mountain Cannabis: cut 15% ($20 → $17) on 2026-06-08.
- THC Seltzer 4pk @ Garden City Cannabis: cut 12% ($25 → $22) on 2026-06-07.
- Dark Chocolate Bar 100mg @ Big Sky Botanicals: cut 11% ($18 → $16) on 2026-06-06.
- Sour Watermelon Gummies 10pk @ Rimrock Remedies: cut 10% ($20 → $18) on 2026-06-05.
- 1:1 CBD:THC Capsules @ Bitterroot Buds: raised 8% ($24 → $26) on 2026-06-04.
- High-Dose Gummies 500mg @ Glacier Greens: cut 14% ($35 → $30) on 2026-06-03.
Key metrics
Sub-segment economics
Brand landscape
Price & potency ladder
Geographic demand
Recent price movements
Methodology
- Market size, reach, and shelf share are computed across every tracked Montana dispensary menu in the current snapshot — not a sample.
- Shelf share is presence-based (product listings and carrying stores per brand), a proxy for visibility — not verified retail sell-through or wholesale volume.
- Concentration uses a Herfindahl–Hirschman Index over brand listing share; sub-segment and price-tier splits are share of distinct listings.
- Potency- and size-normalized prices use observed dose and pack size where present; items missing that data are excluded from the per-unit figure only.
- PDF output is generated from the stored report snapshot, so the report is reproducible and stamped with its data date.