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Jul-2026
Sales
Trend
6-Month
Product Count
SKUs
Avg Price
YoY Sales Change
YoY Price Change
Market Insights Snapshot
Pure Essentials concentrated 80.75% of July 2026 sales in Capsules, where year-over-year sales contracted 23.58% and month-over-month slipped 8.07%, while Tincture & Sublingual held 10.62% share with a 27.71% YoY decline and a 2.22% MoM dip. Topical accounted for 8.62% share with a 1.15% YoY decline but a 4.30% MoM increase, against a brand-wide YoY sales change of -22.53% and an average price down 9.72% YoY to $17.65. With a Capsules rank of 3 in Illinois and the heaviest pressure in Capsules and Tincture & Sublingual, the mix implies a category-weighted drag where stability in Topical is insufficient to offset the double-digit declines in the two largest lines.
The divergence—Topical’s 4.30% MoM uptick versus Capsules’ 8.07% MoM decline and Tincture & Sublingual’s 2.22% MoM decline—signals a defensive opportunity to rebalance toward a category showing short-term momentum while protecting the rank-3 Capsules position in Illinois. Given Capsules’ 80.75% share and a 23.58% YoY contraction alongside a 27.71% YoY contraction in Tincture & Sublingual, the pattern suggests that mix concentration is amplifying the brand’s -22.53% YoY performance, and incremental share shifts toward Topical could moderate volatility without abandoning the core ranking beachhead.
Competitive Landscape
Pure Essentials sits at rank #3 in Illinois Capsules in July 2026, unchanged from #3 year over year, with rank stability since April 2026 also holding at #3; by contrast, 1906 stayed at #1 while posting a -58.8% year-over-year sales change, and Avexia held #2 with a -33.4% year-over-year sales change, while Breez slipped from #4 to #5 alongside a -76.5% year-over-year sales change. With Pure Essentials' rank peaking at #3 in July 2026 (matching its current position) and Nature's Heritage sitting at #4, the pattern implies Pure Essentials is locked into a stable third-place tier where upside depends on conversion from competitor declines rather than organic rank momentum.
Notable Products
Indica Night Capsules 10-Pack (100mg) posted the steepest decline at -85.0% MoM and fell to rank 10, while THC/CBN 4:1 Night Capsules 10-Pack (100mg THC, 25mg CBN) surged 121.4% MoM to rank 7. Cronuts #4 Capsules 10-Pack (100mg) led the lineup at rank 1 with a 66.9% MoM increase and approximately $14,221 in July 2026 sales. With eight of the top ten coming from Capsules, the mix indicates a pivot toward a capsule-heavy portfolio that is rewarding innovation in sleep/night formulations while culling underperforming SKUs.
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.
