Whitney Economics publish December newsletter

Whitney Economics Forecasts First Ever YoY U.S. Cannabis Revenue Decline

Whitney Economics is the first to predict an annual year-over-year (YoY) revenue decline in the history of U.S. cannabis market. With U.S. forecasted cannabis revenues coming in at between $29.1 billion and $29.6 billion, projected 2025 revenues will fall below the $30.1 billion level achieved in 2024. Note this is adult-use and medical regulated sales only.

This decline in YoY revenues is mainly a function of the massive levels of oversupply in nearly every market. This oversupply leads to price compression. Price compression leads to declining margins, struggles with profitability and increases in unregulated activity. These declines are forecasted to continue into 2026, leaving policymakers with the unenviable choice between managing declining revenues when budget deficits are increasing or raising taxes on cannabis sales, which typically leads to additional economic stress on operators during a period of macroeconomic softness.

Here are a few numbers:

  • 2025 revenues are forecasted to end the year at between $29.1 billion and $29.6 billion.
  • This is a decline from $30.1 billion in 2024, or -3.2%. The first in the history of regulated cannabis.
  • Roughly 23 states face the prospect of YoY declining revenues. This is an increase from 17 in 2024 and 10 in 2023. Obviously, this is trending in the wrong direction.
  • Declining revenues and decreases in profitable companies are also showing up in the license numbers.
  • More than 4,000 businesses have given up their licenses in the past 18 months.
  • This decline has led to personal wealth destruction amounting to more than $6 billion.
  • While the YoY declines are worrisome, not all states are suffering the same.
  • Massachusetts, Michigan and Missouri may end up with positive, yet anemic growth, along with Connecticut, New Mexico and Oregon.
  • Newer markets are forecasted to have strong years such as New York (up 213%), Ohio (Up 159%), New Jersey (Up 109%) and Minnesota (104%).

This should be a wake-up call for regulators and legislatures across the country. Tax and regulatory policy play a critical role in the level of economic activity that can be gleaned from the adult-use and medical markets. These industries need to be managed responsibly and not taken for granted assuming cannabis consumers will pay any price for these products. Legislatures must resist the temptation to simply raise taxes (Michigan) in order to backfill lost revenues. The days of heavy taxation in cannabis are over.

I guess the opponents of marijuana were right: marijuana is highly addictive. The addicts appear to be the states and their reliance on cannabis tax revenues.

Cannabis Policy – Running to Stand Still

Whitney Economics has often described the cannabis industry as a race to the starting line. There has recently been a lot of changes and proposed changes to marijuana and hemp policy. From re- or de-scheduling to the changing of the legal definition of hemp and limits on the level of THC per container, there are a lot of “what-if” discussions happening and a lot of uncertainty as a result.

Our original intent of this part of our newsletter was to provide a breakdown in hemp and marijuana policies and outline the implications. It seems, though, that everyone has an opinion on what is going to happen, and every opinion is different. The key message from our perspective is this: Only time will tell.

While everyone is getting spun up on the possibilities, the one thing we know for certain is that things are all in a state of flux and we can only influence the things we can control.

How many times have we been told that the full federal legalization will occur imminently? How many times have we seen policies proposed that could ruin our businesses only for them to NOT come to fruition. With all of these mental gymnastics, we are in a classic example of the concept of running to stand still. “Running to stand still” describes being trapped in a cycle where your efforts to escape a situation only keep you in the same place, or even make things worse. This seems to be the perfect descriptor of the cannabis and hemp industries right now. Here are a few examples:

Hemp Update

The U.S. Congress, through an appropriations bill, changed the federal definition of hemp and also set federal policy related to the per container THC limits. On the surface, this has the potential to have significant impacts on not only the hemp-derived cannabinoid sector, but also on hemp fibers and grains. Many of the politicians who voted in favor of this ban (in order to end the government shutdown) said that they were forced to choose between ending the shutdown or opposing the hemp ban. In response to this legislation, banks are already pulling back service offerings, investors have taken a pause and farmers are not considering planting. There are few, if any pivots for product manufacturers, so this is a threat to the $28.4B – $35.0B industry and its 328,000 workers.

Now that the legislation has been signed into law, there has been a flurry of analysis that examines the impacts and what corrective actions should be taken. Several solutions, from extending the enactment period to repealing this law all together, have been proposed. Currently the law remains in place and the clock is ticking and state legislatures are starting to act. The damage has already been done, so now it is more about how much and how far the impacts will be. President Trump recently instructed his staff to work with congress to enact changes to the legal definition of hemp, mainly at the product level. There is confidence that changes will be made to the law, but the timing of this and in what form these changes will be is still TBD. So, uncertainty will remain in the interim.

Marijuana Re-scheduling

Although there have been discussions for several years on marijuana reform, rescheduling has been prominently in the headlines as of late. In fact, President Trump just signed an executive order instructing the U.S. Attorney General to expedite the process of reclassifying marijuana. Despite the executive order, nothing has changed with respect to marijuana being a Schedule 1 drug until this process is complete. Rescheduling would change the designation from a Schedule 1 drug, with no medical benefits, to a Schedule 3 drug designation similar to Tylenol with codeine. It seems from our perspective that many industry observers do not understand how marijuana would be impacted by a Schedule 3 designation. Some say that there would be a serious impact on small businesses through forced consolidation. Others opine that it would be the end of the dispensary system in some states due to the fact that Schedule 3 drugs require DEA and FDA licensing in order to be legally sold and that it must be sold in pharmacies. Some others have said that states have long ignored federal scheduling laws and that the effects of a rescheduling would be minimal.

In discussions with thought leaders in this space, it is clear that there will be some form of 280E federal tax reform, but it is not clear who will be eligible for and benefit from the tax changes. A banking seminar recently acknowledged that FINCEN policy will still be in effect and banking fees will still be elevated. Banking compliance requirements will still be robust and interest rates will still be elevated, but premiums may be reduced. Others have said that this will only apply to the medical sector and not adult-use. The key theme here is that nobody really knows until the event occurs and the rules are published. So, the federal illegality remains in place, as do the levels of uncertainty.


What Do We Know Right now?

Right now, cannabis operators are continuing to do more with less. Wringing out every ounce of cost in order to keep their heads above water. Operators are still struggling with profitability in an environment with price compression and lower margins. It is critical that while all of this uncertainty abounds, businesses remain vigilant and focused on the current environment rather than get caught up in the unknown.  I am advising operators and policymakers to prepare for change, but nobody knows what that change currently looks like. So, it is important for hemp and marijuana operators to remain operationally disciplined and adhere to the current rules and not get too far ahead of themselves. It is better to survive long enough to see the future, instead of focusing on the future and not being able to survive. While we are finishing the race to the starting line, we are still running to stand still.

Hang in There, Baby.

Beau at the Indigenous Cannabis Industry Association annual conference in Washington, D.C.

Recent US and International Conference Summaries

Beau Whitney had the honor and privilege to have spoken at a number of prestigious cannabis conferences in Q4. We thought we would provide a few snippets from these conferences for our readers.

Science in the City International Medical Conference – Bordeaux, France

The medical market in France is poised for growth, with the country having recently approved the expansion of the medical cannabis program beyond its previous pilot program. This medical conference is emerging as a leading conference in France.

  • France is one of Europe’s largest cannabis markets, but is often overlooked due to its limited medical market. Yet it is positioned for significant growth over the next five years.
  • By allowing for insurance reimbursement, the French market can service between 320,000 and 600,000 medical patients. This is an increase from fewer than a thousand in 2024.
  • This expansion could save the country more than 632 million Euros in medical expenses related to three main forms of prescription drugs (pain, inflammation, anxiety).
  • The U.S. pays more than 326% more for prescription drugs than for the exact same drugs in France.

Hemp for the Future – Reykjavik, Iceland

This turned out to be more of a summit on all forms of cannabis, including adult-use, medical and industrial cannabis. The collection of thought leaders from around the globe made for an extremely rare but inspiring event. The EmpowHer forum on women’s health was one of the most fundamental single day events I have taken in over the past decade in cannabis. This is a topic of research that Whitney Economics will focus on in 2026.

  • Women’s health is one of the most underreported, under-researched areas of cannabis and health policy.
  • Cannabinoid use to address women’s health issues related to topics ranging from menstruation, menopause, endometriosis and mental health, is often overlooked, but cannabis plays a vital role in women’s medical interventions. It is also driving significant cost savings to the global health care industry.
  • Cannabis for wellness purposes was also a focus at this event and is an emerging industry and a major driver to the Icelandic economy.
  • Iceland can potentially influence cannabis and health policy in both North America and Europe.

ICIA Annual Conference – Washington, D.C.

The Indigenous Cannabis Industry Association annual conference in Washington, D.C., examined the many opportunities for Native American tribal nations. Native tribes are looking at cannabis, including hemp, to drive economic development and community.

  • Native American tribes are looking beyond the U.S. to expand into global markets.
  • The aspect of regenerative farming, sustainability, and spirituality are bedrocks in the foundation of the desire to expand more into this space.
  • There are tremendous opportunities to partner with Native American tribes to help in the expansion of the industry.
  • While in D.C., we were invited to share our insights and concerns over U.S. cannabis and hemp policy with staff members of the U.S. House Agriculture Committee. Native tribes are powerful representatives who can help influence U.S. policy.

Ignite It Policy and Investment Conference – Washington, D.C.

This policy and investment conference took place a week after the change in hemp policy was made via the appropriations bill to open the government. Policy changes were a major point of interest and discussion between the participants.

  • Many attendees were debating the benefits of re- versus de-scheduling marijuana.
  • Hemp policy clearly had two camps: some welcoming the change in definition of hemp, despite the potential impacts to the hemp industry, while others warned that changes to the hemp industry could lead to a collapse in the market and potentially lead to future sweeping changes to the marijuana industry.
  • What was not clear was what changes to hemp policy needed to be adjusted in order to allowed for future growth and development.
  • Attendees agreed that unity is now important, but nobody seemed to agree on how to achieve it.

MJ Biz Conference – Las Vegas, Nevada

This is an annual pilgrimage that many in the cannabis industry make. The sheer volume of attendees and the concentration of talent make this a major conference each year. There is usually a mix of separate events combined with conference activities; however, in recent years there has been a trend towards attending the separate events in lieu of attending both. This year, I spoke on two panels: one on policy and investment, and another on social equity.

  • Despite lower overall attendance, I found the event to be an overall success. Comments about the high quality of attendees were quite common.
  • There was a lot of business being conducted. Groups were connecting and reconnecting and there was a lot of deal activity.
  • The panels made a difference. The post-session questions were thought-provoking and indicated engagement and a maturity among participants.
  • The concept of community was reinforced time and time again.

Summary:

These conferences demonstrate the importance of bringing people together to share their thoughts and experiences and to support one another as the industry grows and matures. There is a still lot to learn from each other, especially in the international markets. These conferences allow attendees to obtain a concentration of knowledge is a very short period of time. Conferences play and will continue to play a critical role in the cannabis industry.

Beau at House Ag Committee in Washington, D.C.

A 2025 Year in Review

January

August

Report: Monthly State Cannabis Revenues, Licenses and Patient Counts

Report: Monthly State Cannabis Revenue, Licenses and Patient Counts

Conference: ASSA / AEA Economic Conference, S.F. CA

Report: White Paper on USDA Valuation Errors in Calculating Market Value

Federal Expert Witness case

Conference: NUProject – Maryland Presentation

February

September

Report: Monthly State Cannabis Revenues, Licenses and Patient Counts

Report: Monthly State Cannabis Revenue, Licenses and Patient Counts

Report: An Economic Impact Analysis of Cannabis in Morocco

Report: U.S. THC Beverage Report

Report: Will Blockchain End the Economic North South Divide

Report: U.S. Hemp Policy Analysis

Report: The U.S. Cannabis Supply Capacity Update

Report: Kentucky Hemp Summary

Conference: Women Grow Leadership Conference, D.C.

Report: Arkansas Hemp Summary

March

Hemp Meetings on Capitol Hill

Report: Monthly State Cannabis Revenues, Licenses and Patient Counts

Conference: Science in the City Presentation, Bordeaux, France

Report: Illinois Hemp Cannabinoid White paper

Conference: PBC Banking Conference, D.C.

Report: An Economic Impact of Hemp Cannabinoids in Texas

October

Conference: ICBC Barcelona (Spain) Presentation

Report: Monthly State Cannabis Revenue, Licenses and Patient Counts

Conference: Cannabis Summit, Presentation, The Hague

Conference: Hemp For the Future Presentation, Iceland

Global Cannabis Update, Albanian Government

Conference: Cannabis Research Conference Presentation, Portland, OR

Expert Witness Testimony D.C.

Expert Witness Report – Massachusetts

April

Federal Expert Witness Testimony

Report: Monthly State Cannabis Revenues, Licenses and Patient Counts

November

Report: Policy White Paper on Illinois MJ Taxation

Report: Monthly State Cannabis Revenue, Licenses and Patient Counts

Report: Update on 2025 Cannabis Demand Forecast

Report: An Analysis of the Hemp Definition Change

Conference: NoCo Hemp Conference Presentation

Report: An Economic Impact of 0.4mg THC Limit

Conference: ICBC Berlin Presentation

Report: Boston Marijuana Retail License Saturation Analysis

May

Report: An Analysis of the New York Hemp Market

Report: Monthly State Cannabis Revenues, Licenses and Patient Counts

Conference: ICIA Conference, D.C.

Report: Vangst U.S. Cannabis Jobs Report

Conference: Ignite It: Panel D.C.

Conference: Cannabis Alliance 10th Annual Policy Summit Panel, Seattle

Meeting with Staff of House Ag Committee

Conference: MCBA Roundtable Presentation, Portland, OR

Meeting with Joint Congressional Committee on Taxation

June

December

Report: Monthly State Cannabis Revenues, Licenses and Patient Counts

Report: Monthly State Cannabis Revenue, Licenses and Patient Counts

Report: An Analysis of the Portland, Oregon Cannabis Market

Report: A Summary of the Illinois Hemp Market

Conference: Cannabis Means Business Panel, NYC

Conference: MJ Biz Conference Policy Panel, Las Vegas

Conference: CANNRA Annual Conference Panel, Denver

Conference: MJ Biz Conference Social Equity Panel, Las Vegas

Conference: Cannabis Europa Panel, London

Oregon Expert Witness Case

July

Report: Monthly State Cannabis Revenues, Licenses and Patient Counts

Report: PA Hemp Steering Committee Update

Report: An Economic Impact Analysis of Hemp Cannabinoids in Tennessee

There will be a lot more to come in 2026. Whitney Economics has already committed to present or attend 10 conferences, mostly international, and have a robust line up of reports in the queue.

Upcoming Reports

  • The Economic Impact of Hemp on the U.S. Economy: Revenues, Jobs, Wages and Taxes (December)
  • The Economic Impact of Hemp Cannabinoids in North Carolina (January)
  • An Economic Impact Analysis of Cannabis Reform in Iceland (January)
  • The State of the U.S. Cannabis Market (February)
  • U.S. Cannabis Supply Capacity Report (February)
  • Cannabis Pricing Compressions and its Impact on the U.S. Economy (March)
  • The 2026 U.S. Cannabis Demand Report (March)
  • The U.S. Cannabis Jobs Report (April)
  • The U.S. Hemp Beverage Report (TBD: April)
  • The EU Cannabis Supply Capacity Report (May)

 

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