Market Insights Snapshot
Starting out in California, Island's Pre-Roll category recorded a notable drop in ranking from 34 in August to 55 in September 2023. The absence of a ranking in October suggests that they were not among the top 20 brands in this category, indicating a potential area for improvement. The Vapor Pens category also did not make it to the top 20 in July and September. However, the brand recorded some sales in August, indicating a brief rise in popularity.
Meanwhile, in Massachusetts, Island maintained a relatively stable ranking in the Flower category, ranging from 14 to 20 from July to October. Their Pre-Roll category also showed consistent performance, staying within the top 25 over the same period. Interestingly, the Vapor Pens category saw a positive trend, improving from rank 44 in July to 34 in October. The brand's performance in Illinois was a mixed bag with the Flower category maintaining a steady ranking, while the Pre-Roll category fluctuated.
In the Massachusetts Flower category, Island has seen a fluctuating rank over the period from July to October 2023, with a peak in August at 14th and a drop to 20th in October. This indicates a potential decrease in sales, as lower ranks typically correlate with lower sales. In comparison, Cookies was not in the top 20 in July, August, or September, but saw a significant rise to 21st in October, suggesting a possible increase in sales. Standard Farms and In House have maintained a fairly stable presence in the top 20, with Standard Farms peaking at 12th in August and In House at 18th in September. Aruna, on the other hand, started strong at 8th in July but dropped to 18th in October. These trends suggest a competitive market, with Island facing significant competition from these brands.
In October 2023, Island's top-performing product was the 'Jungle Sunset Pre-Roll (1g)' with sales of 6,492 units, marking its first appearance in the top 5. The 'Blueberry Gelato (3.5g)' climbed from the fifth position in September to second place in October, showing a significant increase in popularity. The 'Candy Cake Pre-Roll (1g)' also made its debut in the top 5, securing the third spot. 'Candy Cake (3.5g)', which consistently performed well in previous months, slipped from second to fourth place. Lastly, the 'Triangle Canyon Pre-Roll (1g)' entered the top 5, securing the fifth position.