According to IRI data through June 2020, mainstream retail CBD sales were up 89% year over year. And even though more retailers are offering topical-only products, ingestibles (drinks, snacks) experienced the most growth: 130% year-over-year.

In terms of which channel is succeeding, IRI data shows convenience in the lead. “The big driver is food and beverage,” Lukas says. “People want ingestibles. And who’s carrying ingestibles? C-stores.”

Alexandra Merle, president of Floyd's of Leadville, Leadville, Colo., agrees that brick-and-mortar retail success is tied to a willingness to meet consumer demand. “Retailers offering a broader range of ingestible products really are quite successful,” she says. “Those who don’t are struggling a little.”