Missouri doesn't show up where you'd expect it on a cannabis map. It's not a legacy market. It doesn't have Oregon's volume or California's scale. But over the last twelve months, it became something those states aren't: the second most blunt-dominant market in the country.
According to new data from Headset covering April 2024 through March 2025, Missouri generated the second most amount of blunt sales in the nation. This means Missouri punched out 15.8% of all U.S. blunt revenue from a market a fraction of the size of its coastal counterparts. Its blunt index sits at 3.2x the national average, with blunts capturing 2.02% of pre-roll revenue compared to the U.S. average of 0.64%.
A Market Unlike Any Other
Missouri is different. It has high penetration and high prices, a combination that doesn't exist anywhere else in the country. At $20.62 average revenue per unit (versus the U.S. average of $12.89 and Oregon's $7.55), Missouri consumers aren't just buying blunts. They're buying premium blunts, repeatedly, by the multipack.
"Blunt consumers are some of the most discerning in the country," said Michael Wilson, Co-Founder & CEO of Franklin's. "They aren't just looking for a quick hit - they want quality, flavor, and that slow, rhythmic burn that only a well-crafted blunt provides. To see Missouri sitting among the top blunt markets in the country is a reflection of what the community in Missouri has built."
Franklin's Owns the Shelf
The brand story here is almost without precedent in a national cannabis category. Franklin's holds 8 of the top 10 blunt SKUs in Missouri by units sold, with Berries & Cherries (1g) sitting at the top of the chart. Additionally, Franklin's is #1 in the nation for blunt sales - just on their Missouri and Arizona numbers - two years in a row.
"Franklin's has established itself as the premier blunt brand in Missouri, capturing over 62% of the total blunt market share," said Mitchell Laferla, Analyst at Headset. "The popularity of their blunts demonstrates that Missouri cannabis consumers trust the brand enough to commit to a higher-priced product line. This brand recognition and loyalty has translated into dominance across the category."
What's Next for Franklin's
While Missouri proved the concept - Franklin's is taking it national.
The brand recently entered Arizona, securing placement in 15+ stores out of the gate - a strong debut in a competitive, established market. New Jersey is next, and early signs are promising. Both expansions follow the same playbook that built Missouri: premium product, multiple formats that drive repeat purchases, and a brand identity that earns consumer loyalty fast.
The timing is deliberate. As infused pre-rolls continue to grow their share of the pre-roll category nationally, Franklin's is building the geographic footprint to compete everywhere that shift is happening - not just in Missouri. The brand's core consumer proposition translates across markets: a strong, flavorful experience at a price point that makes it an everyday choice, not an occasional purchase.
What started in Missouri is becoming a national story. While Franklin's is expanding fast - they're just hitting their stride.
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Data source: Headset cannabis retail analytics, L12M April 2024–March 2025, across 13 tracked U.S. states. Blunt segment refers to the "Cannagars / Blunts" segment within the Pre-Roll category.
