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May-2026
Sales
Trend
6-Month
Product Count
SKUs
Avg Price
YoY Sales Change
YoY Price Change
Market Insights Snapshot
In May 2026, CULTA’s mix concentrated further into Flower at 65.37% share while that category fell month over month by 17.83% and rose year over year by 45.63%, pointing to volatility around a larger base. Pre-Roll expanded to 22.39% share with a 16.29% month-over-month increase and a 59.84% year-over-year lift, offsetting Vapor Pens, which slid to 6.17% share with a 17.67% month-over-month decline and a 58.48% year-over-year drop. Concentrates held 6.07% share but contracted 26.48% month over month despite a 14.09% year-over-year gain. With overall brand sales up 26.46% year over year and average price up 8.82% to $31.88, the pattern implies CULTA is leaning into higher-priced Flower and faster-growing Pre-Roll to drive annual growth while absorbing short-term pullbacks in Vapor Pens and Concentrates.
The heavier tilt to Flower and Pre-Roll in May 2026, alongside a rank of 13 in Maryland Flower, implies a strategy to win on core inhalables rather than chasing breadth across all form factors. The 16.29% month-over-month rise in Pre-Roll amid a 17.83% month-over-month contraction in Flower suggests basket risk concentration that depends on two adjacent categories, while the 58.48% year-over-year decline in Vapor Pens and the 26.48% month-over-month pullback in Concentrates indicate deprioritization or reduced consumer resonance at current price points. The combination of a 45.63% year-over-year gain in Flower and a 59.84% year-over-year gain in Pre-Roll implies near-term share defense will come from reinforcing those two lanes, with the 8.82% average price increase indicating pricing power that can sustain positioning if category volatility persists.
Competitive Landscape
CULTA sits at rank #13 in May 2026, a 5-position decline from #18 year over year but a 6-rank drop from #7 in February 2026, while the category’s top tier tightened as Fade Co. moved from #3 to #1 and expanded sales by 65.9% and Strane rose from #8 to #4 with 74.5% YoY growth; meanwhile, RYTHM slipped from #2 to #3 alongside a 9.1% YoY sales contraction, and SunMed edged down from #1 to #2 despite a 4.4% YoY sales increase. The contrast between CULTA’s fall from its October 2025 peak of #6 and competitors’ upward mobility indicates that share is consolidating among faster-growing leaders, implying CULTA’s current trajectory risks further mid-tier displacement unless it reverses the recent rank slide.
Notable Products
Amnesia OG (3.5g) delivered the standout move in May 2026, soaring +110% month over month to the number 1 rank, while Apollo 22 Pre-Roll 2-Pack (1g) slid -18% to rank 8. Flower concentrated the leaderboard with four of the top ten positions and captured ranks 1, 3, 4, and 5, whereas Pre-Roll held six of the top ten but only reached rank 2 at the peak. Lava Lamp (3.5g) added +27% month over month at rank 3 alongside the top-ranked Amnesia OG (3.5g), indicating that Flower’s potency-driven SKUs are converting faster than multi-pack Pre-Rolls despite broader shelf presence. This mix implies CULTA is tilting toward premium Flower velocity at the top while using breadth in Pre-Roll to backfill volume, positioning Flower as the primary driver of rank gains.
Top Selling Cannabis Brands
Data for this report comes from real-time sales reporting by participating cannabis retailers via their point-of-sale systems, which are linked up with Headset’s business intelligence software. Headset’s data is very reliable, as it comes digitally direct from our partner retailers. However, the potential does exist for misreporting in the instance of duplicates, incorrectly classified products, inaccurate entry of products into point-of-sale systems, or even simple human error at the point of purchase. Thus, there is a slight margin of error to consider. Brands listed on this page are ranked in the top twenty within the market and product category by total retail sales volume.
