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Jul-2026
Sales
Trend
6-Month
Product Count
SKUs
Avg Price
YoY Sales Change
YoY Price Change
Market Insights Snapshot
Queen of the Underground’s mix in July 2026 is concentrated in Flower at 97.08% share with a 4.47% month-over-month lift, while Concentrates holds 2.92% share with a 23.46% MoM increase; average prices split at 62.08 for Flower versus 27.77 for Concentrates. Within Ontario Flower, the brand sits at rank 37, and its overall average price of 59.92 aligns closer to Flower than to Concentrates, indicating pricing weight where the volume sits. The pattern implies the portfolio is leaning harder into its core Flower base while testing incremental growth in Concentrates, with the outsized 23.46% MoM in a 2.92% share niche suggesting small-bet expansion rather than a structural category pivot.
The shifts imply a positioning that prioritizes Flower scale and price integrity over rapid diversification: a 97.08% Flower share paired with a 4.47% MoM uptick supports shelf stability at rank 37, while the 23.46% MoM gain in Concentrates from a low base provides optionality without diluting the core. Given the brand’s average price of 59.92 against a 62.08 Flower price anchor, the slight discount stance can defend velocity in Ontario while allowing selective margin play in Concentrates at 27.77. The pattern implies near-term focus should be on defending Flower rank position through price-pack architecture and using the faster-growing but small Concentrates to probe new consumer segments without reweighting the mix.
Competitive Landscape
Queen of the Underground is ranked #37 in Ontario Flower in July 2026, down 4 positions from #33 in April 2026, and 11 spots below its category peak of #26 in January 2026; absent a year-over-year rank, the quarter-to-quarter slippage and distance from peak indicate erosion in relative placement. Meanwhile, Shred climbed from #2 to #1 year over year with 17.23% sales growth, and Spinach advanced from #4 to #2 alongside 31.07% sales growth, while Back Forty / Back 40 Cannabis fell from #1 to #4 with a -5.44% decline; this divergence—competitors moving up or stabilizing near the top as Queen of the Underground drifts from #33 to #37—implies the brand is ceding share to faster-rising leaders unless its ranking trajectory reverses.
Notable Products
Candy Apple (28g) posted the largest positive move with a 24.6% month-over-month gain to $179,505 and climbed to rank 3, while Bubblegum (28g) slipped 7.7% and held at rank 4. Candy Apple (7g) remained rank 1 despite a 4.3% decline, and Bubblegum (7g) at rank 2 fell 5.7%, indicating that four of the top five are Flower SKUs concentrated in 7g and 28g formats. Emerald Cut Diamonds (1g) in Concentrates rose 20.8% to rank 5 as the only non-Flower in the top six, but Emerald Cut Diamonds Resin (1g) entered at rank 6 without a measurable month-over-month rate, pointing to limited scale versus the Flower core. The pattern implies Queen of the Underground is leaning into Flower volume with 28g growth offsetting 7g softness, while nascent Concentrates provide incremental, not mix-shifting, contribution.
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.
