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Sep-2025
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Overview
Market Insights Snapshot
In California, Proof has shown a consistent performance in the Capsules category, maintaining a steady rank of 10 until a slight improvement to 9 in September 2025. This indicates a positive trend, suggesting that Proof's Capsules are gaining traction among consumers. On the other hand, in the Concentrates category, Proof has struggled to break into the top 30, with ranks fluctuating between 57 and 68 over the months. This is an area where the brand might need to strategize for better market penetration. Notably, the Tincture & Sublingual category has been a stronghold for Proof, consistently holding a top 10 position and even climbing to rank 6 in September. This suggests a robust consumer base and possibly effective product offerings in this category.
The Topical category in California has seen Proof maintaining a stable rank of 9 throughout the months, but with a slight decline in sales from June to September. This stability in ranking, despite a dip in sales, could indicate strong brand loyalty or a lack of significant competition in this niche. It is also interesting to note that while Proof's overall sales figures in some categories have seen fluctuations, their Tincture & Sublingual sales have consistently increased, hinting at growing consumer demand or successful marketing strategies. The absence of Proof in the top 30 for Concentrates suggests a potential opportunity for growth if they can address the market's needs effectively.
Competitive Landscape
In the competitive landscape of the Tincture & Sublingual category in California, Proof has shown a notable upward trajectory in its rankings over the past few months. Starting at the 8th position in June 2025, Proof maintained this rank through August, before climbing to the 6th spot by September 2025. This improvement in rank is indicative of a positive trend in sales, contrasting with the performance of competitors like Mary's Medicinals, which saw a decline from 5th to 7th place, and a corresponding drop in sales. Meanwhile, VET CBD consistently held a strong position at 3rd and 4th place, maintaining higher sales figures than Proof. ABX / AbsoluteXtracts also improved its rank from 7th to 5th, showing competitive pressure. Proof's rise in rank suggests effective market strategies and increasing consumer preference, positioning it as a brand to watch in this category.
Notable Products
In September 2025, Proof's top-performing product was the CBD/THC 1:1 Bazillion Tincture Drops (1000mg CBD, 1000mg THC, 15ml) in the Tincture & Sublingual category, maintaining its first-place ranking from previous months with notable sales of 840 units. The CBD/THC 1:1 Balance Tincture (300mg CBD, 300mg THC, 15ml) climbed to second place, improving from fifth place in July 2025, demonstrating a resurgence in popularity. The CBN/THC 1:1 Sleepy Tincture Drops (150mg CBN, 150mg THC, 15ml) debuted impressively in September, securing the second spot. The THC Rich Tincture (2mg CBD, 900mg THC, 15ml) slipped slightly to third place from its second-place position in July 2025. Finally, the CBD/THC 20:1 Tincture (300mg CBD, 15mg THC, 15ml) ranked fourth, a drop from its third-place ranking in August 2025.
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.
