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Jul-2025
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Overview
Market Insights Snapshot
In the state of Illinois, the performance of Joos in the Vapor Pens category has shown a notable trajectory over the past few months. Starting from a strong position at rank 2 in April 2025, Joos managed to clinch the top spot in May 2025, demonstrating its competitive edge in the market. However, the subsequent months saw a decline as the brand slipped to rank 3 in June and further to rank 4 in July. This shift suggests increased competition or potential market dynamics affecting sales, which saw a steady decrease from over $4.2 million in April to approximately $2.4 million by July. Such fluctuations indicate that while Joos maintains a significant presence, there are challenges in sustaining peak positions in a competitive landscape.
It's important to note that Joos's presence in other states and categories isn't highlighted, which could imply that they are not within the top 30 brands elsewhere. This absence can be interpreted in two ways: either Joos has yet to expand its reach significantly beyond Illinois, or it faces stiff competition in other regions that impacts its ranking. This focus on Illinois might suggest a strategic concentration or a need for broader diversification to enhance brand visibility and market share across different states and cannabis product categories. The performance in Illinois, while strong, also underscores the importance of maintaining momentum and adapting strategies to remain competitive in an evolving market.
Competitive Landscape
In the competitive landscape of vapor pens in Illinois, Joos has experienced notable fluctuations in its rank and sales over recent months. Initially holding the second position in April 2025, Joos ascended to the top rank in May, only to drop to third in June and further to fourth by July. This decline in rank correlates with a significant decrease in sales from May to July. During this period, Select maintained its stronghold in the market, consistently ranking first or second, with sales figures that were consistently higher than Joos. Meanwhile, Rove and (the) Essence have shown stability and slight improvements in their rankings, with Rove moving up to fifth place in July and (the) Essence climbing to third. These shifts suggest that Joos faces increasing competition, particularly from Select, which could be impacting its market share and necessitating strategic adjustments to regain its leading position.
Notable Products
In July 2025, the top-performing product from Joos was the Jack Herer CDT Distillate Cartridge (1g) in the Vapor Pens category, securing the number one rank with sales of 5405 units. The Sour Diesel Distillate Disposable (1g) showed a significant rise to second place, improving from a fifth-place debut in June. Green Crack Distillate Cartridge (1g) experienced a drop from its consistent first position in May and June to third in July. Gelato #33 Distillate Cartridge (1g) entered the rankings at fourth place, while Apple Fritter CDT Distillate Cartridge (1g) followed closely at fifth. This shift in rankings highlights dynamic changes in consumer preferences within the Vapor Pens category over recent months.
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.
