In the five years since recreational cannabis legalization swept through Illinois, the market has undergone remarkable transformations. What began as a limited experiment has grown into a diverse ecosystem of products, consumers, and retailers that continues to evolve in unexpected ways.
One of the most notable trends in 2025 is the explosive growth of cannabis-infused beverages. These products, once a niche category, are now seen on nearly all shelf spaces at dispensaries across the state.
"We've seen tremendous consumer interest in drinks," explains Laura Jaramillo Bernal, COO of nuEra Cannabis Dispensaries. "The appeal is understandable — they offer precise dosing, quick onset, and a familiar consumption method for those who might be uncomfortable with smoking."
Another significant shift is toward smaller-sized but higher-potency edibles. While Illinois maintains its 100mg THC cap per package, manufacturers have responded with more concentrated options — 50mg gummies and compact 100mg drinks that pack a punch while remaining compliant.
The third major trend is the influx of out-of-state and celebrity-branded products entering Illinois dispensaries. These licensed brands bring established reputations and marketing power, creating new competition for local producers.
Perhaps the most interesting development is who's walking through dispensary doors in 2025. Two distinct demographic shifts stand out.
First, the "legacy" cannabis consumers — those who purchased from the unregulated market before legalization — are increasingly migrating to legal channels. The convenience and safety of regulated products have proven compelling enough to overcome price differences that once kept these consumers away.
Simultaneously, adults 55 and older represent one of the fastest-growing consumer segments. Many are cannabis newcomers seeking alternatives to traditional pharmaceuticals for potential support for sleep problems, pain management, and anxiety. This group typically enters the market through low-dose edibles or topicals before exploring other options.
The craft cannabis movement has taken root in Illinois, mirroring what happened in the beer industry decades ago. Small-batch producers are bringing artisanal approaches and innovative products to market.
nuEra has in stock a selection of craft and small-batch cannabis products — perhaps more than any other dispensary in Illinois, according to Laura. "Multi-state operators are slow to adopt the wider variety of brands and options in favor of their own products and brands. We believe consumers want choices and the opportunity to discover new favorites," she said.
While conventional wisdom might suggest that corporate-backed cannabis companies would dominate, family-owned businesses like nuEra have discovered unexpected advantages in the current market.
"Being a family-owned business has more advantages at this point than disadvantages," says Laura. "The traditional corporate growth model has not easily been applied to Cannabis. You've seen a lot of large investor group-driven companies go out of business, shut down operations in some states they were trying to grow into or sell to someone else."
She adds, "Being family-owned has led to being more realistic about growth strategies that have stronger foundations and more long-term plans rather than grow huge, sell the dream to investors, and cash in, cash out quick."
Medical Foundations, Recreational Future
Looking ahead, education remains central to market expansion. As one of Illinois' original medical dispensary operators, nuEra continues to emphasize product knowledge and personalized recommendations.
"Education for the less experienced consumer is key for the expansion of a new customer base," Laura emphasizes. "The medicinal use of cannabis is increasing over time, and nuEra, as one of the original medical dispensary operators, is positioning ourselves as the best place to get the product knowledge, education, and recommendations for the wide variety of benefits that cannabis has to offer."
This focus on education seems particularly valuable as the market matures and new consumers continue exploring cannabis's potential benefits in Illinois' evolving landscape.