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Nov-2025
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Overview
Market Insights Snapshot
In California, Proof has shown notable consistency and some fluctuation across different product categories. In the Capsules category, Proof maintained a steady presence, holding the 10th position from August to October 2025, before slipping slightly to 11th in November. This minor drop could suggest increased competition or a slight dip in consumer preference. On the other hand, the Tincture & Sublingual category has been a stronghold for Proof, consistently ranking in the top 10, with a slight dip from 6th in September and October to 8th in November. This indicates a robust performance, although the recent drop might warrant monitoring to ensure it doesn't indicate a longer-term trend. The Topical category also saw a small fluctuation, moving from 8th to 9th place in November, suggesting a stable yet slightly volatile market presence in this segment.
Conversely, Proof's performance in the Concentrates category in California has been less stable, with rankings fluctuating outside the top 30, indicating a more competitive or challenging market environment. The brand's position improved from 76th in September to 68th in October, only to fall back to 74th in November. This suggests that while there was a brief resurgence, maintaining a top-tier position remains challenging for Proof in this category. The sales figures reflect these rankings, with notable variability that could be attributed to changing consumer preferences or aggressive competition. This volatility in Concentrates contrasts with the brand's more stable performance in other categories, highlighting areas where strategic adjustments might be necessary to improve market standing.
Competitive Landscape
In the competitive landscape of the Tincture & Sublingual category in California, Proof has demonstrated a dynamic performance from August to November 2025. Initially ranked 8th in August, Proof climbed to 6th place in both September and October, before dropping back to 8th in November. This fluctuation suggests a competitive tussle with brands like Mary's Medicinals and Friendly Farms, both of which experienced similar rank variations. Notably, St Ides showed a significant improvement in October, surpassing Proof briefly, before Proof regained its lead in November. Despite these rank changes, Proof's sales showed a consistent upward trend from August to October, peaking in October before a slight decline in November, indicating a resilient market presence amidst fierce competition.
Notable Products
In November 2025, Proof's CBD/THC 1:1 Bazillion Tincture Drops maintained its position as the top-performing product, continuing its streak at rank 1 with sales of 805 units. The CBD Extra Strength Tincture held steady at rank 2 after a brief dip to rank 5 in September. The High THC Tincture entered the rankings for the first time at rank 3, indicating a growing interest in high THC products. CBD Rich Tincture Drops also made its debut at rank 4, while CBD/THC 20:1 Tincture remained consistent at rank 5 despite a gradual decline in sales. These shifts suggest a stable demand for balanced CBD/THC products, with emerging interest in high THC offerings.
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.
