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Jul-2026
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Market Insights Snapshot
In July 2026, Five Founders operated as a single-category brand with Oil at 100.0% of mix and an average price down 11.50% year over year, while Oil sales fell 36.14% YoY and 37.53% month over month. Within Ontario Oil, the brand sat at rank 18, and the 24-month sales decline of 79.17% contrasts with a current-month concentration of 100.0%, indicating shrinkage tied to reliance on one category rather than portfolio shifts. The pattern implies that category concentration is amplifying volatility: with Oil down 37.53% MoM against a 36.14% YoY drop, the month-to-month hit is outpacing the annual trend, suggesting sensitivity to immediate Oil-market demand and pricing pressures rather than cross-category cushioning.
The move to a single-category footprint at 100.0% share alongside an 11.50% YoY price decrease and a rank position of 18 in Ontario suggests a tactical trade-off: price concessions have not offset volume erosion given the 36.14% YoY and 37.53% MoM sales declines. With the entire mix exposed to Oil, the 79.17% 24-month contraction and the current rank together imply that market access is intact but competitive intensity and price elasticity are steering outcomes; to improve positioning, mix diversification or targeted sub-segment focus within Oil would be required to decouple performance from broad Oil-category swings.
Competitive Landscape
Five Founders sits at rank #18 in ON Oil in July 2026, down 2 positions year over year from #16, and also down 2 positions versus April 2026 when it ranked #16; the brand’s peak was #8 in October 2024, marking a 10-place slide since that high-water mark. Meanwhile, Mod moved from #2 to #1 as of July 2026 while growing sales 11.53%, and Redecan fell from #1 to #2 with a 26.83% sales decline, indicating category leadership is rotating upward toward brands gaining velocity while Five Founders is drifting downward in the pack; this trajectory implies that without a near-term shift that reverses the 2-rank YoY decline and narrows the 10-rank gap to its October 2024 peak, Five Founders risks ceding durable share to faster-rising incumbents.
Notable Products
THC Oil (30ml) posted the steepest decline in July 2026, falling 42.6% month over month while holding rank 1, which signals demand compression at the very top of the lineup despite category leadership. CBD Oil (30ml) also contracted 24.6% MoM at rank 2, and with Oils accounting for both of the top-two positions, the category concentration amplifies volume risk tied to a single format. The combined top-two positioning alongside parallel MoM drops of 42.6% and 24.6% indicates that Five Founders is over-indexed to Oils and may need to rebalance toward formats with steadier repeat dynamics.
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.
