Cheetah

Cheetah’s category mix in September 2026 remained concentrated in Vapor Pens at 95.53% share with a year-over-year increase of 28.51% but a month-over-month decline of 15.17%, while Pre-Roll held 4.38% share with 49.82% YoY growth and a 0.60% MoM dip. Brand-level sales rose 29.43% YoY against a 9.16% YoY decrease in average price, and the top category’s average price of $58.23 sat above the brand average of $55.87, implying a mix tilt toward higher-priced Vapor Pens even as month-over-month volume softened. With rank 11 in Vapor Pens in New Jersey, the MoM pullback alongside a double-digit YoY gain indicates a demand base that expanded over the year but cooled into September, pointing to sensitivity to pricing or seasonal dynamics rather than a structural share loss.

The shift leaves Cheetah positioned as a Vapor Pen-first brand whose scale can absorb a 15.17% MoM category contraction while leveraging 49.82% YoY growth in Pre-Roll to diversify without diluting focus, suggesting headroom to buffer volatility if Pre-Roll inches from 4.38% toward a mid-single-digit mix. The combination of a 29.43% YoY brand sales lift and a 9.16% YoY price decrease implies price elasticity is working in Vapor Pens, and rank 11 in New Jersey for Vapor Pens signals that small share gains could unlock an upper-tier rank if September’s MoM softness reverses; the pattern implies prioritizing retention and price-pack architecture in Vapor Pens while using targeted Pre-Roll expansion to stabilize month-to-month swings.