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May-2026
Sales
Trend
6-Month
Product Count
SKUs
Avg Price
YoY Sales Change
YoY Price Change
Market Insights Snapshot
Island’s May 2026 category mix is concentrated in Flower at 90.95% share with a 19.85% month-over-month lift, while Pre-Roll holds 9.05% share with a 60.04% month-over-month jump; both categories are down year-over-year, with Flower at -39.63% and Pre-Roll at -33.93%. Against a brand-level sales decline of -39.16% year-over-year and an average price down -24.95% year-over-year to $27.45, the outsized month-over-month acceleration in Pre-Roll versus Flower indicates a volume-led rebound concentrated in lower-priced formats. The pattern implies Island is leaning into unit growth to offset price compression, with May 2026 mix stability in Flower and a tactical Pre-Roll surge positioning the portfolio for short-term traffic capture.
With Flower anchoring the business at 90.95% share and ranking 24th in Flower within Illinois, Island’s month-over-month gains of 19.85% in Flower and 60.04% in Pre-Roll suggest a shift toward accessibility rather than premiumization given the -24.95% average price change year-over-year. Because Pre-Roll’s faster month-over-month expansion coexists with a -33.93% year-over-year contraction, Island’s positioning skews toward recovering basket breadth rather than trading up, implying the brand is competing on availability and price-mix within Flower while using Pre-Roll as a demand activator to defend rank in a compressed market.
Competitive Landscape
Island sits at rank #24 in May 2026 in IL Flower, down 5 positions year over year from #19, and up 8 spots versus February 2026 when it was #32; despite a historical peak at #14 in June 2025, the brand now trails High Supply / Supply which held #1 both year over year and in May 2026 while growing sales by 29.8%, and lags RYTHM that stayed at #2 despite a 12.2% sales decline. With competitors like Good Green rising from #6 to #3 on 17.0% growth and &Shine moving from #7 to #4 on 17.4% growth, Island’s shift from #19 to #24 alongside a rebound from #32 three months ago signals mid-tier compression where gains are more about short-term momentum than structural share capture.
Notable Products
Marz (14g) posted the sharpest move in May 2026 with a -34.97% month-over-month decline that pushed it down to rank 9, while Garlic Z Pre-Roll (1g) rose 42.52% to rank 2, indicating a shift in velocity toward smaller formats. Layer Cake (14g) advanced 32.54% to rank 7 and Crazy Hazy (3.5g) gained 18.40% at rank 4, and four of the top ten are Flower SKUs, concentrating volume in larger pack sizes despite volatility in one 14g item. Marz (3.5g) climbed 23.51% at rank 5, contrasting with the fall in Marz (14g), which signals SKU-size cannibalization within the same strain family rather than a strain-level demand issue. The mix suggests Island is tilting toward higher-turn, smaller-unit formats while retaining revenue from large-format Flower, with one underperforming 14g SKU likely dragging mix more than the category overall.
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.
