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May-2026
Sales
Trend
6-Month
Product Count
SKUs
Avg Price
YoY Sales Change
YoY Price Change
Market Insights Snapshot
In May 2026, Highly Dutch operated as a single-category brand with Flower at 100.0% of mix, pairing 32.05% year-over-year sales growth with a -0.99% month-over-month dip, while average price in Flower edged up 0.21% YoY to $118.72 and the brand’s 24-month sales change sat at -54.10%. Within British Columbia Flower, the brand held rank 24, and the combination of an all-Flower mix at 100.0% share and a MoM decline of -0.99% implies concentration risk that could cap near-term rank gains despite the 32.05% YoY lift.
The shift toward a fully concentrated Flower portfolio at 100.0% alongside a 32.05% YoY increase but a -0.99% MoM contraction, and a modest 0.21% YoY price uptick to $118.72, implies pricing headroom is limited and volume elasticity must drive advancement toward or beyond rank 24 in British Columbia. The -54.10% 24-month sales change versus the current 32.05% YoY rebound suggests recovery depends on deepening Flower penetration rather than mix diversification, which positions the brand as a specialist whose next gains likely rely on improving velocity within the Flower set more than expanding into adjacent categories.
Competitive Landscape
Highly Dutch sits at rank #24 in BC Flower in May 2026, down 5 positions year over year from #19 and 7 positions below its three-month mark of #17, while its peak of #16 in December 2024 underscores a 8-place slide from best to current; by contrast, Big Bag O' Buds moved from #2 to #1 alongside 91.19% YoY sales growth and Good Supply advanced from #8 to #2 with 141.07% YoY sales growth, indicating that Highly Dutch’s relative decline is more about being outpaced than abrupt collapse, and the trajectory implies further share pressure unless rank losses stabilize against top-5 climbers.
Notable Products
Durban Gorilla (28g) posted the steepest decline in May 2026 at -65.2% MoM while dropping to rank 6, even as Red Pop Runtz (28g) surged 108.1% MoM to rank 4. Amsterdam Sativa (28g) held rank 1 with +17.4% MoM and Organic Cherry Mints (28g) sat at rank 2 with +15.8% MoM, indicating demand concentrated at the top has not dispersed. With four of the top five ranked SKUs delivering either double-digit growth or stability and two Rotterdam-branded formats falling -37.8% and -40.0% to ranks 3 and 7, the mix is tilting toward Amsterdam and newer genetics over legacy Rotterdam lines. The pattern implies Highly Dutch is consolidating volume in a few high-velocity 28g SKUs while pruning or losing traction in mid-pack variants, pointing to a focus on scale offerings rather than breadth.
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.
