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Market Insights Snapshot
Pepe’s mix in July 2026 is dominated by Flower at 88.49% share, but that anchor is contracting with a -39.20% year-over-year drop and a -6.84% month-over-month decline, while the brand’s overall sales fell -36.92% year over year and its average price edged down -0.18%. In contrast, Pre-Roll expanded 18.65% month over month and 4.07% year over year to 10.79% share, while Vapor Pens fell -76.90% year over year and -34.88% month over month to just 0.60% share; Concentrates, though only 0.12% share, surged 27.28% month over month and 761.06% year over year off a small base. Given a Flower category rank of 13 in Ontario and an 82.90 average Flower price against a brand-wide $65.25 average, the pattern implies over-reliance on a shrinking, higher-priced Flower portfolio with partial volume cushioning from Pre-Roll growth and nascent experimentation in Concentrates.
The divergence—Flower contracting at -39.20% year over year while Pre-Roll grows 4.07% year over year and 18.65% month over month—suggests a shift toward lower-priced, higher-velocity formats, which can improve unit throughput but may compress revenue if mix moves away from the 82.90 average-price Flower anchor. With Vapor Pens shrinking -34.88% month over month and Concentrates up 27.28% month over month but still just 0.12% share, the near-term positioning tilts toward defending Flower rank 13 in Ontario while leaning on Pre-Roll to stabilize volumes; the implication is that sustaining share will likely depend on rebalancing price tiers within Flower and scaling Pre-Roll without eroding margin, rather than expecting recovery from Vapor Pens in the next few months.
Competitive Landscape
Pepe sits at rank #13 in ON Flower in July 2026, sliding 3 positions from #10 year over year and improving 2 positions from #15 over the last three months; meanwhile, category leaders moved upward as Shred rose from #2 to #1 with 17.23% YoY sales growth and Spinach climbed from #4 to #2 with 31.07% YoY growth. Relative movement also shows Back Forty / Back 40 Cannabis drifting from #1 to #4 with a -5.44% YoY decline while Pepe remains outside the top 10 despite a prior peak at #7 in May 2025; the juxtaposition of a 3-rank YoY drop and a 2-rank quarter-on-quarter gain implies Pepe is stabilizing tactically but losing strategic ground against faster-advancing leaders.
Notable Products
Northern Lights (28g) posted the largest move in July 2026 with a +51.1% month-over-month gain, climbing to rank 6 while Lemonatti (28g) fell -16.3% at rank 2. Lemonatti Pre-Roll 10-Pack (3.5g) dropped -29.6% at rank 7 as Peach Tree Pre-Roll 10-Pack (5g) rose +47.3% to rank 4, and four of the top ten are Flower SKUs holding ranks 1, 2, 3, and 6. Top-seller 11 Week Pink (28g) remained rank 1 despite a -4.5% dip, while Peach Tree (28g) slid -21.6% at rank 3 against 11 Week Pink Pre-Roll 10-Pack (5g) gaining +26.8% at rank 5. The pattern points to a portfolio leaning into larger-format Flower as the revenue anchor ($368,529 for 11 Week Pink 28g) with Pre-Rolls absorbing demand volatility, implying assortment balance will hinge on stabilizing Lemonatti and scaling Northern Lights 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.
