Vapes Outsell Flower in California Cannabis as Gen Z Drives Change, Again

SAN FRANCISCO – Vape pens have overtaken traditional flower as the top-selling Cannabis format in California for the first time, with Generation Z consumers leading the decisive shift. Once again, their preferences have reshaped spending patterns across the nation’s largest legal Cannabis market.

According to figures from the California Department of Cannabis Control, vape sales first pulled ahead of flower in June 2025 and maintained the advantage through the year’s end. By December, vapes generated $124.4 million in revenue, compared to $107.6 million for flower, reflecting a year-over-year increase of 0.6% for vapes even as overall Cannabis sales dipped 5.2% to $4.41 billion. Flower sales, meanwhile, fell 12.6% from the previous year, highlighting a clear divergence in product performance.

This reversal stands out against earlier trends. In 2021, flower outsold vapes by almost a 2-to-1 ratio in the state. Now, vapes command over 10% more market share than flower on a monthly basis, with edibles and concentrates trailing far behind.

Data analytics from Headset points to Generation Z [those born between 1997 and 2012] as the main force behind this movement. In California during 2025, Gen Z consumers directed 45.7% of their Cannabis expenditures toward vapor pens, far outpacing the 22.9% allocated to flower. Nationally, over the past 12 months, this group spent 38% on vapes and 32.5% on flower, inverting the priorities of older demographics like millennials, who favored flower at 40.1% and vapes at 25.7%.

Gen Z’s preference for vapes stems from factors like ease of use, discretion, and portability, which align with their on-the-go lifestyles. Unlike prior generations that leaned heavily on flower and pre-rolls, this cohort represents the first to prioritize vaporization as their primary method. Their entry into the legal market has boosted vape sales by 5.9% year-over-year, while purchases in this category declined for millennials (down 4.6%), Gen X (down 6.5%), and baby boomers (down 9%).

Moreover, this demographic shift could reshape production and retail strategies. With Gen Z now surpassing baby boomers in total U.S. Cannabis spending, manufacturers may invest more in vape innovations, including flavor profiles and device designs tailored to younger users. As more Gen Z individuals reach legal age each day, this pattern appears set to continue, potentially influencing other states with maturing markets. For operators in the Cannabis space, adapting to these preferences will be key to capturing growth in a competitive environment.