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Oct-2025
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Overview
Market Insights Snapshot
In Illinois, Matter. has experienced a downward trend in the Flower category, with rankings slipping from 52nd in July 2025 to 63rd by October 2025. This decline suggests a need for strategic adjustments to regain market presence, as they are currently outside the top 30 brands. Conversely, in Maryland, the brand maintained a presence within the top 40, although it saw a gradual decline from 24th in July to 40th in October. This indicates some challenges in maintaining a competitive edge, but staying within the top 40 suggests a resilient market position that could be leveraged for future growth.
In New York, Matter. shows a mixed performance across categories. While it has consistently ranked high in the Flower category, holding a top 5 position until September before dropping to 9th in October, the brand's performance in Edibles is less stable. After maintaining a spot within the top 30 through September, Matter. fell out of the top 30 by October, indicating a potential area for improvement. Meanwhile, in the Pre-Roll category, the brand has not managed to break into the top 50, highlighting a significant gap in market penetration that could be addressed to enhance overall brand performance in this key market.
Competitive Landscape
In the competitive landscape of the New York Flower category, Matter. has experienced notable fluctuations in its ranking and sales performance from July to October 2025. Initially holding a strong position at rank 3 in July and August, Matter. saw a decline to rank 5 in September and further dropped to rank 9 by October. This shift indicates increasing competition and potential challenges in maintaining market share. Notably, RYTHM has shown resilience, maintaining a relatively stable position around rank 6 and 7, suggesting a consistent consumer base. Meanwhile, Untitled experienced a dip in August but rebounded to rank 8 by October, indicating a recovery in consumer interest. Nanticoke and The Plug Pack remained outside the top 10 for most of the period, highlighting a more stable but less competitive position compared to Matter. These dynamics suggest that while Matter. remains a significant player, it faces pressure from competitors like RYTHM and Untitled, necessitating strategic adjustments to regain its earlier momentum.
Notable Products
In October 2025, the top-performing product for Matter was the CBD/CBN/THC 1:1:2 Lunaberry Sour Chewable Gels 10-Pack (50mg CBD, 50mg CBN, 100mg THC) in the Edible category, which ranked first with sales of 2317 units. Grape Gas (3.5g) in the Flower category climbed to the second position, improving from third place in September. Scotties Cake (3.5g), also in the Flower category, experienced a slight decline, moving from the top rank in September to third in October. Orange Cookies (3.5g) maintained its fourth position consistently from September to October. Garlicane (28g) remained steady at fifth place, mirroring its performance from the previous month.
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.
