The Rise of Minor Cannabinoids: How CBN and THCv Are Becoming Cannabis’s Next Big Trend

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As posted on RollingStone / Culture Council
April 2, 2026
By Thomas Andersen, BTA Cannabis CPA Tax, featured as a member of the RollingStone Culture Council’s Expert Panel

For much of the modern cannabis era, product development has centered on two compounds: THC and CBD. But the industry is increasingly turning its attention to a wider group of plant molecules known as minor cannabinoids, including cannabinol (CBN) and tetrahydrocannabivarin (THCv).

For the uninitiated: Major cannabinoids are the most abundant compounds in cannabis and drive its primary effects. Examples of major cannabinoids are:  Delta-9-tetrahydrocannabinol (THC), which is psychoactive; and Cannabidiol (CBD), which is non-intoxicating and widely studied.

Minor cannabinoids occur in much smaller amounts (often <1%) but may still influence effects and therapeutic potential, including Cannabigerol (CBG), Cannabichromene (CBC), CBN and THCv.

New market forecasts, consumer surveys and retail sales data all suggest the shift is gaining momentum. As cannabis brands look for ways to differentiate products beyond potency, cannabinoids associated with specific functional benefits, such as sleep, focus and metabolic health, are moving into the spotlight.

The result: a rapidly expanding product category that analysts say could shape the next phase of cannabis innovation.

The Minor Cannabinoid Market Is Scaling Rapidly

The U.S. minor cannabinoids market reached approximately $11.5 billion in 2023 and is forecasted to grow to $33.3 billion by 2030, representing a compound annual growth rate of approximately 15%. The Grand View Research report attributes the growth to increasing research into cannabis compounds, improved extraction technologies and expanding consumer demand for targeted therapeutic effects.

Among these compounds, THCv has emerged as one of the most prominent. The report notes that THCv accounts for the largest share of the minor cannabinoid market, driven by growing interest in its potential roles in metabolic health, neurological conditions and appetite regulation.

Analysts also project significant growth in the broader cannabinoid sector. Market analysis from Nova One Advisor’s U.S. cannabinoids market report forecasts the industry will expand at a 15.6% compound annual growth rate through 2035, reflecting increased product innovation and expanding consumer adoption.

Meanwhile, advances in cultivation and plant science could further accelerate the development of cannabinoid-specific crops. According to an analysis published by Bio365 on cannabinoid expression and the future of cannabis cultivation, improvements in growing environments and substrate technology are helping cultivators better influence cannabinoid expression, potentially enabling the development of strains optimized for compounds such as CBN, THCv and CBG.

Together, these developments are laying the foundation for a market in which cannabinoids beyond THC and CBD play a much larger commercial role.

Consumer Demand Is Shifting Toward Functional Cannabinoids

The days when THC percentage alone drove purchasing decisions are fading.

A consumer trends survey of minor cannabinoids found that CBN ranks among the most widely used minor cannabinoids, with consumers most frequently choosing edibles and vape products. Respondents reported using these products primarily for sleep support, relaxation and stress management. Consumers are starting to approach cannabis a lot more intentionally than they used to.

What’s trending? A more mindful and informed customer base.

This trend is of a customer base that pays closer attention to the experience they want: better sleep at night or sharper focus during the day. In other words, people aren’t just buying cannabis anymore; they’re buying outcomes, and they expect those outcomes to be fulfilling and consistent.

Industry trends analysis supports this shift. According to Proleve’s overview of emerging cannabis industry trends, consumer demand is rising sharply for lesser-known cannabinoids, including THCv and CBN, as shoppers increasingly look for cannabis products tailored to distinct functional outcomes.

This evolving consumer preference is pushing cannabis companies to rethink product formulation strategies. Instead of relying solely on high-THC offerings, brands are increasingly developing multi-cannabinoid products designed for targeted use cases, such as sleep, recovery, focus or mood enhancement.

CBN Products Are Already Seeing Retail Sales Success

Retail sales data shows how quickly these cannabinoids are translating into commercial success.

In California’s regulated cannabis market, CBN-infused edibles have experienced dramatic growth. According to SFGate’s reporting on the rise of CBN sleep products, CBN edibles grew from 4% to approximately 25% of the edibles category between 2020 and 2025, representing a 525% increase in market share.

Products marketed for sleep support have driven much of that growth. Several of California’s best-selling nighttime edible products now incorporate CBN as a primary ingredient, reflecting the compound’s effectiveness and its suitability for relaxation and sleep-focused formulations.

Industry observers say the rapid rise of CBN products illustrates how functional positioning can help brands stand out in an increasingly crowded market. Instead of competing solely on potency or flavor, companies are building products around specific consumer needs.

Parting Thoughts

Taken together, market forecasts, consumer surveys and retail sales data analytics all point to a cannabis industry that is evolving beyond its early focus: THC potency. Minor cannabinoids, such as CBN and THCv, are increasingly shaping product development strategies as brands pursue differentiated formulations and targeted consumer experiences.

Here are some key things to keep in mind as the industry continues to follow this trend:

• Investors: Manage the supply chain to mitigate chokepoints and pursue vertical integration to maximize profits. Invest heavily in manufacturing and processing.
• Brands: Curate production based on forecasted outcomes, rather than traditional potency standards.
• Retailers: It behooves retailers to allocate floor and shelf space to minor cannabinoid-containing products to increase gross receipts.

As research advances and cultivation techniques improve, these compounds may become even more accessible for large-scale product development. If current trends continue, predictive analysis indicates that a deeper understanding of the plant’s broader chemical profile, rather than higher THC levels, will very likely drive the inception of the next generation of cannabis innovation. It is becoming increasingly important for consumers to understand how those cannabinoids can be combined to deliver predictable, functional outcomes.

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