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May-2026
Sales
Trend
6-Month
Product Count
SKUs
Avg Price
YoY Sales Change
YoY Price Change
Market Insights Snapshot
Matter.’s mix in May 2026 is concentrated in Flower at 86.10% share, with Flower down 67.12% year over year and 17.55% month over month, while Vapor Pens has surged to 8.50% share on 460.24% YoY and 748.66% MoM growth. Pre-Roll slid to 3.79% share with a 76.85% YoY decline and a 9.16% MoM drop, as Beverage edged up to 1.28% share with 8.23% YoY and 20.19% MoM gains; Edible contracted to 0.33% share with a 97.73% YoY and 58.05% MoM decline. With overall brand sales down 66.24% YoY and average price down 15.50% YoY, the pattern implies a pivot away from historically dominant Flower toward a fast-rebuilding Vapor Pens presence, with May 2026 marking an inflection where mix diversification offsets, but does not reverse, aggregate declines.
The mix shift toward Vapor Pens alongside a 17.55% MoM pullback in Flower and a 9.16% MoM drop in Pre-Roll indicates Matter. is repositioning toward lower-priced, faster-cycling formats, consistent with a 15.50% YoY decrease in average price and an 8.50% share foothold in pens. Beverage’s 20.19% MoM growth, despite a small 1.28% share, and Edible’s 58.05% MoM contraction signal selective SKU pruning rather than broad expansion, while a rank of 18 in Flower in New York and an 86.10% Flower dependency imply exposure to further share loss if Flower continues to retreat. The implication is that sustaining the pen trajectory while reducing reliance on Flower is the primary path to stabilizing share, with targeted Beverage pilots offering incremental upside.
Competitive Landscape
Matter. sits at rank #18 in NY Flower in May 2026, a drop of 5 positions year over year, and down 3 spots from February 2026 when it was #15; this contrasts with Leal climbing to #1 with an 11-place YoY gain and 109.3% YoY sales growth, while Dank. By Definition is at #2 despite a 1-place YoY improvement paired with a 38.1% YoY sales decline. Matter.’s peak at #2 in October 2024 versus a current #18 rank signals a steep relative slide, and the gap widens as RYTHM moved up 10 places to #4 with 45.8% YoY sales growth; the pattern implies that without a shift toward drivers used by upward movers, the brand’s trajectory points to further share loss against faster-climbing rivals.
Notable Products
The steepest movement in May 2026 is the decline for Matter. Grape Gas (3.5g), down 26.8% MoM and sitting at rank 6, while Grape Gas (28g) also fell 17.2% at rank 8; together these drops contrast with Papaya Juice (3.5g) rising 18.0% at rank 9. Vapor Pens occupy ranks 1 through 5, indicating five of the top ten are Vapor Pen SKUs, and the concentration at the top signals demand shifting toward cartridges rather than flower despite mixed MoM in the latter. This pattern implies Matter. is tilting toward Vape-led velocity while rationalizing large-format flower that is losing momentum.
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.
