Market Insights Snapshot
Highly Dutch has shown varied performance across different categories and states. In the category of Concentrates, the brand has seen a steady decline in its ranking from July to October 2023 in Alberta, moving from rank 13 to 22. Similarly, in British Columbia, the ranking slipped from 18 to 33 within the same period. However, in Ontario and Saskatchewan, the brand maintained a relatively stable ranking, with a slight improvement in Saskatchewan.
When it comes to the Flower category, Highly Dutch maintained a strong presence in Alberta, ranking between 2 and 8 from July to October 2023. The brand's performance in British Columbia was less consistent, with rankings fluctuating between 23 and 30. In Ontario, the brand maintained a top 12 position throughout the period, while in Saskatchewan, there was a noticeable drop from rank 5 in July to 13 in October. In the Pre-Roll and Vapor Pens categories in Alberta, the brand did not make it into the top 20, indicating room for improvement in these categories.
In the Flower category in Ontario, Highly Dutch has seen a slight decline in rank from July to September 2023, moving from 10th to 12th, before bouncing back to 10th in October. This fluctuation has been accompanied by a downward trend in sales. Meanwhile, Redecan has maintained a steady position in the top 10, although it too has seen a slight decrease in sales. The Loud Plug has shown a significant upward trajectory, moving from 16th to 8th place and increasing sales. Tribal has seen a similar rank fluctuation to Highly Dutch, but with a more noticeable decrease in sales. Finally, SUPER TOAST has made a dramatic entrance into the top 20 in September, after not being ranked in July, and has seen a rapid increase in sales, surpassing Highly Dutch by October.
In October 2023, the top-performing products from Highly Dutch were predominantly from the Flower category. The 'Amsterdam Sativa (28g)' maintained its position as the top-selling product, with sales reaching 7961 units. Following closely behind was the 'Amsterdam Sativa (7g)', securing the second position with 4850 units sold. The 'Rotterdam OG Indica (28g)' held the third position, while the 'Middelburg Hybrid (28g)', a new entry, secured the fourth place. The 'Rotterdam Indica (7g)' rounded up the top five, demonstrating the continued popularity of the Flower category within Highly Dutch's offerings.