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Dec-2025
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Overview
Market Insights Snapshot
In the California market, Proof has demonstrated a consistent presence across various product categories, though with some fluctuations. In the Capsules category, Proof maintained a stable ranking of 10th place in September and October, dropped slightly to 11th in November, and then returned to 10th in December. This suggests a resilient performance, with a notable increase in sales to over $63,000 in December, indicating a strong end to the year. In contrast, the Concentrates category showed more volatility, with Proof not making it into the top 30 in November and December, which highlights a challenging position in this segment. The Tincture & Sublingual category saw Proof consistently performing well, with rankings hovering around 6th to 8th place, suggesting a strong foothold in this area.
Proof's performance in the Topical category in California also reflects some variability, as the brand's ranking shifted between 8th and 10th place throughout the last quarter of 2025. Despite these fluctuations, the sales figures indicate a positive trajectory, with a marked increase in December. The overall trend for Proof across these categories in California suggests a solid presence, particularly in Capsules and Tinctures, even as it faces challenges in the Concentrates market. The brand's ability to maintain and improve its rankings in key categories is a testament to its resilience and adaptability in a competitive landscape.
Competitive Landscape
In the competitive landscape of the Tincture & Sublingual category in California, Proof has experienced notable fluctuations in its ranking over the last few months of 2025. Proof held a steady 6th place in September and October, but saw a dip to 8th place in November before recovering slightly to 7th in December. This fluctuation can be contrasted with the consistent performance of ABX / AbsoluteXtracts, which maintained a solid 5th place throughout the same period, indicating a stable consumer base and potentially more effective marketing strategies. Meanwhile, Mary's Medicinals showed a positive trend, climbing from 8th to 6th place by December, suggesting increasing consumer interest. Friendly Farms also demonstrated volatility, peaking at 6th in November but dropping back to 9th in December. These dynamics highlight the competitive pressure Proof faces, particularly from brands like ABX / AbsoluteXtracts and Mary's Medicinals, which have shown either stability or upward momentum in sales and rankings.
Notable Products
In December 2025, the top-performing product from Proof is the CBD/THC 1:1 Bazillion Tincture Drops, maintaining its number one rank consistently from September through December, with sales reaching 1006 units. The CBD Extra Strength Tincture holds steady in the second position from October to December. The High THC Tincture remains in third place, showing a sales increase from November to December. The CBN/THC 1:1 Sleepy Tincture Drops climbed back into the rankings at fourth place in December, after not ranking in November. Lastly, the THC Rich Tincture dropped from third in October to fifth in December, indicating a shift in consumer preference.
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.
