Freddy's Fuego (WA)

In May 2026, Freddy's Fuego (WA) derived 50.05% of sales from Vapor Pens with a year-over-year decline of 31.96% and a month-over-month drop of 8.96%, while Flower held 26.10% share with a 36.54% YoY contraction and a 5.31% MoM decline. Pre-Roll accounted for 18.51% share and was the only category growing MoM at 10.90% despite a 33.23% YoY decrease, as Concentrates fell to 5.34% share with a 36.21% YoY decline and a 38.98% MoM slide. Average price across the brand decreased 4.60% YoY to $14.33, while category price points were highest in Flower at $22.86 and Vapor Pens at $22.39, indicating mix exposure to higher-priced formats even as unit pullback persists. The pattern implies a portfolio anchored in Vapor Pens and Flower is compressing faster than Pre-Roll on both a YoY basis (down 31.96% to 36.54% vs. Pre-Roll down 33.23%) and a MoM basis (down 8.96% and 5.31% vs. Pre-Roll up 10.90%), signaling near-term momentum shifting toward lower-priced, impulse-oriented formats.

The brand’s 25 rank in Washington Vapor Pens, combined with Vapor Pens holding 50.05% of internal mix and declining 8.96% MoM, suggests reliance on a category where its competitive placement is mid-pack and trending softer than its internal growth pocket in Pre-Roll (+10.90% MoM). With overall brand sales down 33.68% YoY and average price down 4.60% YoY, the mix tilt toward higher-ticket Vapor Pens and Flower (both above $22) alongside a shrinking Concentrates contribution (5.34% share, down 38.98% MoM) points to elasticity and trade-down effects concentrating demand in Pre-Rolls (18.51% share). The implication is that defending share requires reallocating assortment and promotions toward Pre-Rolls to capture the active demand zone while selectively stabilizing Vapor Pens where rank 25 leaves headroom for targeted retention rather than broad expansion.