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Jul-2025
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Overview
Market Insights Snapshot
In the state of Illinois, Matter. has experienced fluctuating performance in the cannabis market. Notably, the brand's Flower category did not make it into the top 30 rankings from April to July 2025, indicating a challenging competitive landscape. Despite this, there was a slight upward movement from April to May, moving from rank 44 to 40, but this was followed by a decline in subsequent months. The Pre-Roll category, however, made an entry into the rankings in May at position 43, which could suggest a potential area for growth if the brand can sustain or improve this position in the coming months.
In contrast, New York presents a more favorable picture for Matter., particularly in the Flower category, where the brand consistently held a strong position, maintaining rank 3 from May to July 2025. This stability highlights Matter.'s competitive edge in the New York Flower market. Furthermore, the Edible category in New York shows a positive trend, with Matter. climbing from rank 24 in April to 21 by June and maintaining this position in July. However, the Pre-Roll category in New York has seen more volatility, with rankings outside the top 30 in several months, indicating potential challenges in capturing market share in this segment.
Competitive Landscape
In the highly competitive New York flower category, Matter. has shown a consistent upward trajectory in sales and rank, maintaining the 3rd position from May to July 2025 after climbing from 5th place in April. This steady performance highlights Matter.'s growing influence and market share, despite the dominance of Dank. By Definition, which has consistently held the top rank. While Rolling Green Cannabis remains a strong competitor in the 2nd position, Matter. has managed to outperform Untitled, which improved its rank from 7th in April to 4th by July. Additionally, Back Home Cannabis Co. has shown significant growth, moving from 10th to 5th place, indicating a potential future threat. Matter.'s ability to maintain its rank amidst these shifts suggests a robust brand strategy, but it must continue to innovate to challenge the top two leaders in the market.
Notable Products
In July 2025, the top-performing product for Matter was Larry Burger (3.5g) in the Flower category, maintaining its number one rank from the previous months, with sales reaching 2487 units. Garlicane (3.5g) showed significant improvement, climbing from the third position in June to second place in July, with a notable increase in sales. Scotties Cake (3.5g) also made a strong showing, securing the third spot, consistent with its performance in June. The new entry, Larry Burger (28g), debuted at fourth place, indicating strong consumer interest in larger quantities. The CBD/THC 4:1 Sour Apple Gummy Bites 20-Pack (400mg CBD, 100mg THC) re-entered the rankings at fifth place, showing a resurgence in popularity after not being ranked in the previous 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.
