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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, Howl's concentrated 100.0% of sales in Tincture & Sublingual, with year-over-year growth of 36.0% alongside a month-over-month lift of 5.1%, while average price fell 7.4% year over year. Within Massachusetts Tincture & Sublingual, the brand held rank 4, and brand sales over 24 months were down 11.4%, indicating a rebound within a narrower category focus. The combination of a YoY volume-driven expansion at lower average price and a maintained top-5 state-category rank implies the brand is trading price for share within a single-category strategy rather than diversifying mix.
These shifts position Howl's as a price-to-volume competitor in Tincture & Sublingual: a 7.4% YoY price decrease paired with a 36.0% YoY sales increase and a 5.1% MoM uptick suggests elasticity is working in the brand’s favor at rank 4. Given the 11.4% 24‑month sales decline but current positive trajectory in May 2026, maintaining category exclusivity at 100.0% share of mix implies deliberate focus on depth over breadth, with risk concentrated in a single format but potential to consolidate position if the price-led momentum sustains.
Competitive Landscape
Howl's holds rank #4 in Massachusetts Tincture & Sublingual for May 2026, unchanged year over year from #4, and also flat versus three months ago at #4, indicating zero rank movement while the category reordered above and below it. Competitively, Good Feels Inc stayed at #1 while posting a -2.7% year-over-year sales change, Treeworks remained at #2 with an 18.1% year-over-year sales increase, and Levia held #3 with 120.8% year-over-year growth, placing Howl's behind three brands that either retained higher positions or expanded faster; with Sip improving its rank from #7 to #5, the pressure from below tightened by two positions. The implication is that Howl's static rank amid double- and triple-digit competitor growth suggests defensive stability rather than upward momentum, and without a shift that closes at least one rank gap, the brand risks entrenchment at #4.
Notable Products
CBD/THC 1:1 Temple Kush & Lifter (250mg CBD, 250mg THC, 1/3oz) posted the steepest decline at -23.2% and slipped outside the top-four while Nighttime 2x Double Strength Tincture (500mg THC, 10ml) fell -13.0% to rank 4. In contrast, Anytime Max Temple Kush Tincture (500mg) rose 36.9% to rank 1 and Daytime Max Tincture (500mg) edged up 2.5% at rank 2, creating a spread where gainers sit at ranks 1–2 while double-digit decliners cluster below. Four of the top five SKUs are Tincture & Sublingual, and the combined movement suggests potency-forward Max variants are consolidating share at the top while balanced 1:1 and extra-strength night formulations give back volume. This pattern implies a pivot toward daytime/anytime efficacy cues over nighttime or balanced profiles, concentrating commercial bets on Max-positioned tinctures with higher velocity and fewer price-sensitive dips, even as one top SKU still cleared $13.8K in May 2026.
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.
