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May-2026
Sales
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Avg Price
YoY Sales Change
YoY Price Change
Market Insights Snapshot
In May 2026, Lula's leaned even harder into Flower at 50.46% share while holding a rank of 37 in Illinois Flower, as category dynamics split between contraction and selective expansion. Flower fell 50.77% year over year and 6.20% month over month, while Concentrates dropped 47.68% YoY but grew 3.31% MoM, shifting mix toward higher-potency formats; meanwhile, Pre-Roll declined 52.51% YoY yet surged 25.36% MoM, and Vapor Pens collapsed 98.15% YoY and 87.66% MoM as Edible, though just 0.97% share, jumped 55.87% MoM. With total brand sales down 56.43% YoY and average price up 9.74%, the pattern implies demand is migrating within the portfolio toward lower-ticket trial (Pre-Roll) and targeted potency (Concentrates) while premium Flower mix and a sharp Vapor Pens retreat compress overall velocity.
The mix shift—Flower still dominant at 50.46% but losing MoM share to Pre-Roll’s 25.36% MoM growth and Concentrates’ 3.31% MoM lift—positions Lula's as increasingly reliant on Flower to anchor awareness while momentum comes from accessible entry points and potency seekers. Given a 37th rank in Illinois Flower alongside a 6.20% MoM Flower dip and a 98.15% YoY Vapor Pens decline, the practical implication is to reframe positioning around a two-lane strategy: preserve Flower credibility to support price realization while reallocating activation to Pre-Roll and Concentrates where month-over-month demand is expanding, using Edible’s 55.87% MoM spike as a small-scale sandbox for cross-category conversion.
Competitive Landscape
Lula's sits at rank #37 in IL Flower in May 2026, down 12 positions year over year from #25, and flat versus three months ago at #37, while its historical peak was #15 in August 2024; in the same period, High Supply / Supply held #1 with a 29.8% year-over-year sales increase and RYTHM stayed at #2 with a 12.2% year-over-year decline, indicating Lula's relative slippage even as the top tier shows mixed momentum. Good Green moved from #6 to #3 with a 17.0% lift and &Shine advanced from #7 to #4 with a 17.4% increase, contrasting with Simply Herb easing from #4 to #5 alongside a 33.0% decline, which together imply Lula's mid-pack position is being compressed by upward mobility above and churn nearby, pointing to a sustained risk of further rank erosion without a catalyst to regain share.
Notable Products
Blue Nerdz Badder (1g) posted the standout move in May 2026 with a 142% month-over-month surge, vaulting to rank 4 while Doobie - Pink Drink Pre-Roll (1g) dropped 29% to rank 5. Within the top ten, six SKUs are Pre-Rolls concentrated across ranks 1, 2, 3, 5, 6, and 7, but the only MoM growth among them was 30% for Doobie - Mac x Mac Stomper Pre-Roll (1g) at rank 7 versus 2% and 4% declines for Doobie - Strawberry Cough Pre-Roll (1g) and Doobie - San Fernando Valley Pre-Roll (1g), respectively. Concentrates also deepened their footprint with Grape Gas Cured Sugar Wax (1g) up 36% at rank 9 alongside London Fire Sugar Wax (1g) steady at rank 10, while Banana Bath Pre-Roll (1g) held rank 1 with $28,018 in sales. The pattern implies a pivot where accelerating Concentrates are beginning to rebalance a Pre-Roll-heavy mix, signaling headroom to shift promotion and supply toward fast-rising extracts while defending core Pre-Roll ranks.
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.
