Errl Hill

Errl Hill’s mix in July 2026 is concentrated in Vapor Pens at 56.05% share with Concentrates at 43.95%, a two-category split that shifted via asymmetric growth: Vapor Pens grew 139.94% year over year while Concentrates rose 61.59% year over year, indicating a 78.35 percentage-point growth gap; month over month both contracted, with Vapor Pens down 2.52% and Concentrates down 7.08%. The average price moved 9.56% higher year over year to $30.57, with Vapor Pens carrying a higher ticket at $36.40 versus $25.38 in Concentrates, which helps explain why brand sales rose 97.79% year over year while the mix still tilted toward the higher-priced segment. This pattern implies Errl Hill is consolidating around higher-value Vapor Pens despite short-term pullbacks, using price and mix to offset volatility in Concentrates and anchoring category leadership efforts where year-over-year momentum is largest.

Within California Vapor Pens, Errl Hill sits at rank 90 while Vapor Pens already account for 56.05% of brand sales and outpaced Concentrates by 78.35 percentage points in year-over-year growth, suggesting the brand’s positioning is better aligned to Vapor Pens buyer demand than to Concentrates. The month-over-month declines of 2.52% in Vapor Pens and 7.08% in Concentrates, paired with a 9.56% year-over-year price lift, indicate price elasticity headroom is tighter in the near term, so gaining ranks from 90 will likely require mix-driven volume rather than further price. This implies Errl Hill’s path to improved share runs through reinforcing Vapor Pens assortment depth and availability while using Concentrates selectively as a secondary, margin-accretive support rather than a growth engine.