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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, INSA’s category mix tilted further toward Flower at 68.47% share, with Flower up 12.04% year over year but down 34.36% month over month, while Pre-Roll held 22.21% share with a 10.21% YoY increase and a 2.16% MoM gain. Edible contracted to 4.69% share with a 33.69% YoY decline and a 17.62% MoM drop, and Vapor Pens fell to 1.66% share with a 44.39% YoY decline and a 55.10% MoM slide; Concentrates at 2.80% posted a 37.91% YoY decline and a 3.48% MoM dip, and Capsules remained niche at 0.16% share despite an 84.37% YoY decline and a 35.94% MoM rebound. With average price down 6.49% YoY and brand sales up 2.66% YoY, the mix shows volume reliance on Flower and Pre-Roll even as short-term volatility in Flower compresses monthly revenue, implying sensitivity to promotional or supply timing. As INSA ranks 17th in Flower in Massachusetts, the pattern implies that outsized monthly swings in the dominant category can outweigh steady gains in secondary formats.
The shifts imply INSA’s positioning is anchored in value-accessible inhalables: price pressure of 6.49% YoY alongside 12.04% YoY growth in Flower and 10.21% YoY growth in Pre-Roll suggests trade-down or basket reallocation toward lower-price-per-use formats, while the 44.39% YoY and 55.10% MoM declines in Vapor Pens indicate weakening traction in higher-ticket convenience items. The 33.69% YoY decline in Edible and 37.91% YoY decline in Concentrates, combined with a 2.16% MoM lift in Pre-Roll and a 35.94% MoM uptick in Capsules off a small base, points to experimentation at the edges but not enough to offset the 34.36% MoM pullback in Flower. Net, INSA’s May 2026 mix implies a defensive share posture concentrated in Flower where it holds rank 17 in Massachusetts, making growth contingent on stabilizing Flower month-to-month while using Pre-Roll as the incremental buffer.
Competitive Landscape
INSA sits at rank #17 in MA Flower in May 2026, up 8 positions from #25 year over year, but down 7 spots from #10 in February 2026, indicating a mid-year retrenchment after peaking at #8 in March 2026; meanwhile, Farmer's Cut moved from #3 to #1 with +25.3% YoY sales and Simply Herb slipped from #1 to #2 with -17.5% YoY sales, while Root & Bloom accelerated from #21 to #5 on +237.4% YoY sales, showing the top tier is reshuffling faster than INSA’s recovery pace; the pattern implies INSA’s YoY climb is real but its slide from a March 2026 peak toward May 2026 suggests share defense is the near-term task as faster-rising rivals compress room above #17.
Notable Products
Face Melter Nitrobliterator Infused Pre-Roll (1g) set the tone with a 73.7% month-over-month surge to $35,440 and a jump to rank 1, while Neon Haze Pre-Roll (1g) slid 9.8% to rank 2 and Nitro Fumez Pre-Roll (1g) fell 47.1% at rank 4. Five of the top ten are Pre-Roll SKUs, and within that concentration the spread between rank 1 and rank 4 indicates shifting share inside the same category rather than a cross-category swing, implying INSA is leaning into premium infused formats while pruning underperforming standard Pre-Rolls.
Peanut Butter Crunch (3.5g) in Flower dipped 6.1% at rank 3, while Super Silver Haze Pre-Roll (0.5g) managed a 3.5% uptick at rank 5. With Pre-Rolls holding ranks 1, 2, 4, 5, 6, 7, and 9, the rank density suggests a portfolio tilt where incremental gains in smaller-format and infused Pre-Rolls are prioritized over broad Flower recovery.
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.
