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May-2026
Sales
Trend
6-Month
Product Count
SKUs
Avg Price
YoY Sales Change
YoY Price Change
Market Insights Snapshot
Highly Casual operated as a single-category brand in May 2026, with Beverage representing 100.0% of sales and posting an 8.61% year-over-year increase alongside a -2.58% month-over-month dip. Average price fell -16.11% year over year to $4.35 while sales still grew 8.61%, and the brand held the number 7 rank in Beverage in Michigan. The combination of expanding annual volume at lower prices and a slight monthly contraction implies Highly Casual is leaning into price elasticity to gain or defend share within Beverage while tolerating near-term seasonal softening.
With 100.0% of mix in Beverage and a rank of 7 in Michigan, the -16.11% YoY price move paired with an 8.61% YoY sales lift and a -2.58% MoM sales change suggests a value-led positioning aimed at sustaining velocity rather than premium margin capture. The single-category concentration and May 2026 monthly pullback indicate sensitivity to short-cycle demand, so maintaining rank likely depends on preserving the lower price point while converting seasonal traffic into repeat buyers.
Competitive Landscape
Highly Casual sits at #7 in MI Beverage in May 2026, down 1 rank from #6 year over year and sliding 3 positions from #4 in February 2026, despite having peaked at #3 in December 2025. Meanwhile, Mary Jones climbed year over year from #2 to #1 while growing sales 87.3%, and Keef Cola fell from #1 to #2 with sales down 9.6%, indicating that Highly Casual’s descent from #4 to #7 over the last three months has occurred amid rapid reshuffling at the top; the pattern implies that without a near-term share or velocity recovery, Highly Casual is more likely to settle into lower-top-10 positioning than to re-attain its #3 peak.
Notable Products
Honeycrisp Apple Hang Ten Seltzer (5mg, 12oz, 355ml) delivered the standout movement in May 2026 with a 135.7% month-over-month surge that vaulted it to rank 7, while Cold Brew Coffee (10mg THC, 12oz, 355ml) fell 48.4% to rank 6, a divergence that shifts the portfolio’s center of gravity toward fruit-forward seltzers. Honeycrisp Apple Hang Ten Seltzer (10mg, 12oz, 355ml) held rank 1 with an 18.9% gain as the sibling SKU expanded, and Lemon & Lime Seltzer 4-Pack (8mg, 12oz, 355ml) jumped 71.2% into rank 8, indicating depth in the Apple and citrus lanes. Eight of the top ten are Beverage SKUs, and within that, single-serve fruit seltzers account for the top four ranks with movements ranging from +32.4% to -11.8%, while the CBD/THC 1:1 segment split between a 32.4% lift for Strawberry & Watermelon at rank 3 and an 11.8% decline for Blueberry & Pineapple at rank 4. The mix points to Highly Casual consolidating around flavored seltzers at multiple potencies and formats, with cold brew de-prioritized as dollars concentrate behind Apple-led and multi-pack citrus options.
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.
