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Nov-2025
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Overview
Market Insights Snapshot
In the state of Illinois, Matter.'s performance in the Flower category has seen a gradual decline in rankings over the last few months, moving from 51st place in August 2025 to 64th place by November 2025. This downward trend is mirrored by a consistent decrease in sales, with November's sales figures at $54,721. Such a trajectory indicates challenges in maintaining competitive positioning within the Illinois market. In contrast, the brand's presence in Maryland within the same category has been more stable, with a notable improvement in November where they climbed back to 31st position after a drop to 39th in October. This rebound suggests potential strategic adjustments or market conditions that favored Matter. in Maryland during that period.
In New York, Matter. has shown a mixed performance across different categories. Their Flower products have maintained a strong presence, although they slipped slightly from 3rd place in August to 9th place by November. Despite this, the sales figures remain substantial, indicating a solid consumer base. However, their Edible offerings have faced challenges, dropping out of the top 30 by November, which could be a cause for concern regarding their market strategy in this category. Additionally, their Pre-Roll category has not made it into the top 30 rankings at all, which highlights a significant opportunity for growth or reevaluation of their product offerings in this segment. These insights suggest that while Matter. holds a strong position in certain categories, there are areas that require strategic focus to improve their market standing.
Competitive Landscape
In the competitive landscape of the Flower category in New York, Matter. has experienced notable fluctuations in its market position over recent months. In August 2025, Matter. held a strong rank at 3rd place, but by October 2025, it had slipped to 10th, before slightly recovering to 9th in November. This decline in rank is mirrored in its sales, which have decreased over the same period. In contrast, Back Home Cannabis Co. maintained a more stable position, consistently ranking between 4th and 8th, with sales figures that, while also declining, remained higher than Matter.'s in November. Meanwhile, Grocery Cannabis has shown a positive trend, climbing from 18th in August to 7th by November, indicating a significant increase in market presence and sales, surpassing Matter. in the latest month. These dynamics suggest that while Matter. is experiencing challenges in maintaining its competitive edge, other brands like Grocery Cannabis are capitalizing on the shifting market to enhance their standings.
Notable Products
In November 2025, Matter's top-performing product was the CBD/CBN/THC 1:1:2 Lunaberry Sour Chewable Gels 10-Pack, maintaining its leading position from October with sales reaching 2,280 units. Orange Cookies (3.5g) climbed to the second position, up from fourth in October, with notable sales of 1,872 units. Grape Gas (3.5g) slightly dropped to third place, having previously held the second spot in October. Scotties Cake (3.5g) saw a decline from third to fourth, while Garlicane (3.5g) entered the top five, securing the fifth position after being unranked in previous months. The rankings indicate a dynamic shift in consumer preferences, with edibles like Lunaberry Sour Chewable Gels gaining prominence over traditional flower products.
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.
