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Dec-2025
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Overview
Market Insights Snapshot
In Illinois, Island's performance in the Flower category showed a slight decline towards the end of 2025. Starting at rank 15 in September, Island experienced a gradual drop to rank 21 by December. This downward trend corresponds with a decrease in sales from $866,436 in September to $675,467 in December. In contrast, the Pre-Roll category displayed more variability, with Island initially outside the top 30 but making a notable jump to rank 36 in October before falling to rank 42 by December. This fluctuation in ranking suggests a competitive landscape, with Island striving to maintain its presence.
Meanwhile, in Massachusetts, Island's journey in the Flower category was marked by an impressive rise from rank 64 in September to rank 44 in October. However, they did not maintain a top 30 position in the subsequent months, indicating a potential challenge in sustaining market momentum. Despite the absence of Island in the top ranks for November and December, the initial leap in October points to a moment of strong market penetration. The brand's performance in Massachusetts highlights the dynamic nature of the cannabis market and the importance of strategic positioning to capture and retain consumer interest.
Competitive Landscape
In the competitive landscape of the Flower category in Illinois, Island experienced a notable shift in its market position from September to December 2025. Initially ranked 15th in September, Island's rank slipped to 16th in October and further declined to 21st by November, maintaining this position through December. This downward trend in rank coincides with a decrease in sales over the same period, suggesting potential challenges in maintaining market share. In contrast, Find. showed resilience, improving its rank from 17th in October to 15th in November, although it fell to 19th in December. Meanwhile, Kaviar demonstrated a fluctuating performance, initially dropping from 20th to 22nd before climbing to 19th in November, only to fall back to 20th in December. IC Collective and Tales & Travels remained outside the top 20 for most of the period, indicating less competitive pressure on Island from these brands. Overall, the data suggests that Island faces increasing competition and may need strategic adjustments to regain its earlier market standing.
Notable Products
In December 2025, Crazy Hazy Pre-Roll (1g) maintained its top position in Island's product lineup with sales of $2,540. Lemon Fatman (3.5g) climbed to second place from its previous fifth position in November, showing a strong sales recovery. Puffinz Pre-Roll (1g) entered the rankings at third position, marking its first appearance. Marz (3.5g) debuted at fourth place, while Garlic Z Pre-Roll (1g) followed closely in fifth. These shifts indicate a dynamic change in consumer preferences towards pre-rolls within Island's product range.
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.
