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Jul-2025
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Overview
Market Insights Snapshot
In the state of Illinois, Pure Essentials has demonstrated a consistent performance in the Capsules category, maintaining a steady rank of third place from April to July 2025. However, it's important to note the gradual decline in sales figures over these months, with a noticeable drop from $75,664 in April to $60,929 in July. This downward trend in sales, despite the stable ranking, could suggest a broader market contraction or increasing competition that hasn't yet affected their relative position. The brand's ability to hold its rank amidst declining sales is worth noting, as it may point to strong brand loyalty or a lack of competition in this particular category.
In contrast, Pure Essentials' performance in the Tincture & Sublingual category in Illinois reflects more volatility. Starting at sixth place in April, the brand improved its ranking to fifth in May, but then fell out of the top 30 in June, before returning to fifth place in July. This fluctuation in rank, coupled with the absence of sales data for June, suggests potential challenges in maintaining a consistent market presence. The recovery in July, however, indicates that Pure Essentials managed to address these challenges effectively, possibly by adjusting their strategy or product offerings to better align with consumer preferences.
Competitive Landscape
In the competitive landscape of the capsules category in Illinois, Pure Essentials consistently maintained its position as the third-ranked brand from April to July 2025. Despite this stable ranking, Pure Essentials faces significant competition from leading brands such as 1906 and Avexia, which held the first and second positions respectively throughout the same period. Notably, 1906 leads the market with sales figures substantially higher than Pure Essentials, indicating a strong consumer preference or brand loyalty. Meanwhile, Avexia also outpaces Pure Essentials in sales, albeit by a smaller margin compared to 1906. While Pure Essentials maintains a steady rank, the brand's sales have shown a downward trend from April to July, suggesting potential challenges in market penetration or consumer retention that need to be addressed to enhance its competitive stance.
Notable Products
In July 2025, Cronuts #4 Capsules 10-Pack (100mg) maintained its position as the top-performing product for Pure Essentials, consistently ranking first since May 2025, with sales of 681 units. Sativa Momentum Capsules 10-Pack (100mg) held steady in the second position, showing a slight decline in sales compared to previous months. Indica Night Capsules 10-Pack (100mg) reappeared in the rankings, securing the third spot after being absent in June. The CBD/THC 1:1 Cherry Tincture (100mg CBD, 100mg THC, 30ml) climbed back to fourth place, having been unranked in June. Finally, Relax Hybrid Chill Pill Capsule 10-Pack (100mg) entered the top five for the first time, indicating a growing interest in hybrid products.
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.
