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Aug-2025
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Overview
Market Insights Snapshot
Matter. has shown varied performance across different states and product categories, reflecting both strongholds and areas needing improvement. In Illinois, the brand's presence in the Flower category has seen a decline in ranking, slipping from 40th in May to 51st in August. This suggests a competitive market environment where Matter. is struggling to maintain its foothold. The absence of a ranking in the Pre-Roll category after May indicates a significant drop-off, suggesting that the brand is not among the top 30 in this segment, which could be a concern for its market strategy in Illinois.
In contrast, New York presents a more optimistic picture for Matter., especially in the Flower category, where it has consistently maintained a solid 3rd place ranking from May through August. This consistent performance highlights Matter.'s strong market position in New York's Flower segment. However, in the Edible category, the brand experienced a downward trend, moving from 21st in June to 26th in August. This fluctuation may indicate a need for strategic adjustments to regain momentum. Meanwhile, in Maryland, Matter. has seen a slight decline in the Flower category rankings, going from 21st in May to 27th in August, suggesting potential challenges in maintaining its appeal amidst growing competition.
Competitive Landscape
In the competitive landscape of the New York Flower category, Matter. has maintained a consistent rank of 3rd place from May to August 2025. This stability in rank suggests a strong brand presence, although it trails behind Dank. By Definition, which consistently holds the top spot, and Rolling Green Cannabis, which ranks 2nd. Despite Matter.'s steady rank, its sales figures show a slight fluctuation, peaking in June 2025. Meanwhile, competitors like Revert Cannabis New York and Back Home Cannabis Co. have shown upward mobility in rank, with Back Home Cannabis Co. notably improving from 9th to 4th place by August, indicating a potential shift in consumer preferences. This competitive environment highlights the need for Matter. to innovate and potentially expand its market strategies to maintain or improve its standing amidst dynamic competitors.
Notable Products
In August 2025, Scotties Cake (3.5g) emerged as the top-performing product for Matter., climbing from third place in July to first, with a notable sales figure of 2914 units. Larry Burger (3.5g), which had consistently held the top rank from May through July, slipped to second place in August with 2892 units sold. Garlicane (3.5g) saw a decline in its ranking, moving from second place in July to third in August. The introduction of Garlicane (28g) and Roasted Garlic Margy (3.5g) in the rankings marked a diversification in the product lineup, securing fourth and fifth places respectively. This shift in rankings indicates a dynamic market with changing consumer preferences within the Flower category.
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.
