Double J's

Double J's remained concentrated in Pre-Roll at 90.38% share in May 2026, but that anchor category declined 14.54% year over year and 13.40% month over month, pulling overall brand sales down 11.99% YoY despite a 4.59% YoY decrease in average price. Offsetting pockets emerged: Concentrates held 6.66% mix with sales up 18.03% YoY while nearly flat MoM at -0.41%, and Flower, at 2.91% share, expanded 31.31% YoY and 19.53% MoM; meanwhile Vapor Pens contracted 71.38% MoM to 0.05% mix. In Ontario Pre-Roll, the brand sat at rank 27, indicating that the Pre-Roll-heavy mix is now a liability when that category falls double digits YoY and MoM, and the pattern implies that near-term stability depends on accelerating the higher-growth minority categories without eroding price further.

The mix shift signals an overexposure to a declining Pre-Roll segment while smaller lines gain traction: a 31.31% YoY and 19.53% MoM lift in Flower alongside an 18.03% YoY rise in Concentrates suggests headroom to rebalance, especially with average price down 4.59% YoY even as Pre-Roll volume underperforms by 14.54% YoY. Holding rank 27 in Ontario Pre-Roll while Pre-Roll share stands at 90.38% creates a structural drag, and the pattern implies that improving positioning will come from redirecting assortment and merchandising toward Flower and Concentrates where momentum exists, accepting some share dilution in Pre-Roll to reduce volatility.