Arizona’s adult-use cannabis market is turning five years old, marking a milestone in an industry that has rapidly evolved from medical roots to mainstream acceptance. What launched in 2020 as a fast-moving experiment is now a sophisticated marketplace shaped by competition, consumer expectations, and innovation. But below the headlines and sales figures, the story of how Arizona has matured is far more nuanced.
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To capture that story, we spoke with three Arizona leaders shaping the future of the market. Their insights paint a picture of an industry that has grown up quickly and still has plenty of room to evolve.
Consumer Sophistication Reshapes the Market
Five years into adult-use, attorney Justin M. Brandt, Co-Founding Partner of Bianchi & Brandt, says the most important evolution has happened on the consumer side.
“The biggest shift has been the normalization and professionalization of cannabis as both a product and an industry,” Brandt said. “Today, consumers are far more discerning. They expect consistent quality, transparency in sourcing, and brands that reflect their personal values.”
Brandt believes this shift has raised expectations across the board, particularly for operators. “It’s no longer just about access; it’s about trust, education, and brand identity,” he said.
Arizona’s market, he notes, is no longer defined by novelty or availability. It’s defined by credibility.
Innovation Becomes the New Battleground
In Flagstaff, Noble Herb Founder and CEO Ryan Hermansky has witnessed another side of Arizona’s evolution: the shift from conventional cannabis categories to more exploratory ones.
“We identified the THC beverage market as an exciting way to innovate and expand our product offerings,” Hermansky said.
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Noble Herb and Pure Edibles partnered with Mother Road Brewery to launch the first THC-infused beer in Arizona, a signal of where Hermansky sees the market heading.
“Innovation keeps consumers engaged, and it allows us to expand our reach,” he said. He also pointed to one of the most visible changes in the state since adult use launched.
“The largest shift we have seen since adult use sales passed is the shrinking of the medical market,” he said. “Patients have decided not to renew their medical marijuana cards.”
The shift underscores how dramatically consumer motivations have changed, and how brands must adapt.
Wellness Expectations Change the Industry’s Priorities
At Copperstate Farms, Executive Vice President of Retail & Marketing Caroline Riggs has tracked a similar pattern from a different vantage point. She sees Arizona consumers becoming more intentional about what they buy and why they buy it.
“In the five years since Arizona launched adult-use cannabis sales, the most significant shift I’ve observed has been the transformation in both brand operations and consumer engagement,” Riggs said. “Brands have become increasingly innovative, developing a diverse array of products to meet the varying preferences of consumers.”
Wellness has become a major driver of that shift.
“Consumer behavior has evolved, with a growing interest in quality, safety, and the broader wellness benefits of cannabis,” Riggs said.
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She believes the next five years will be shaped by education, product diversity, and a strong commitment to compliance.
“Advancements in edibles, beverages, and wellness products that cater to a broader audience will play a major role in shaping the next phase,” she said. “Addressing stigma and educating the public on its benefits will be essential for long-term growth.”
The Next Five Years: A Market Growing Into Its Identity
Taken together, these leaders’ perspectives offer a clear view of Arizona’s cannabis landscape:
- Consumers are more informed and more selective.
- Brands are innovating faster, especially beyond traditional categories.
- The medical market continues to shrink as adult-use takes center stage. ● Wellness and safety are now central to purchasing decisions.
- Education and destigmatization remain essential for continued growth.
Arizona’s cannabis industry may be only five years into adult use, but it is already developing a strong identity, one shaped by transparency, creativity, and a commitment to evolving with its consumers.
The next chapter, these leaders suggest, will depend on how effectively brands respond to rising expectations and shifting cultural perceptions.
*This article was submitted by a guest contributor. The author is solely responsible for the content.