iLava

In July 2026, iLava’s mix centers on Vapor Pens at 63.23% share with a -22.18% year-over-year decline and a 10.88% month-over-month lift, while Concentrates hold 22.15% share with a -0.24% year-over-year change and a 10.26% month-over-month increase. Edible contributes 7.75% share with an 8.74% year-over-year rise and a 4.09% month-over-month gain, and Flower at 4.05% share posted a -0.89% year-over-year move alongside a 7.22% month-over-month increase; Topical sits at 2.82% share with a -34.73% year-over-year decline and a 9.57% month-over-month uptick. Despite total brand sales down 16.28% year over year and average price down 25.22% year over year, the double-digit month-over-month growth in three core categories signals a tactical tilt toward volume recovery. With Vapor Pens ranked 15 in Arizona and the brand’s leading category still contracting year over year, the pattern implies that short-term momentum is leaning on price-led and mix-driven MoM gains rather than structural YoY strength.

The mix shift implies iLava is leaning into value within inhalables: Vapor Pens and Concentrates together at 85.38% share show parallel month-over-month climbs of 10.88% and 10.26% while carrying year-over-year pressure of -22.18% and -0.24%, indicating price elasticity is being used to defend volume as average price fell 25.22% year over year. Concurrently, Edible’s 8.74% year-over-year growth with only a 7.75% share and Flower’s -0.89% year-over-year near-flat result at 4.05% share suggest secondary categories are stabilizers, not primary growth engines, while Topical’s -34.73% year-over-year drag with just 2.82% share limits downside but caps premium mix. This pattern implies iLava’s positioning is migrating toward accessible pricing within high-velocity formats to regain rank in Arizona, with incremental diversification in Edible acting as a hedge but requiring share expansion of at least 2–3 percentage points to materially offset Vapor Pens’ year-over-year decline.