Rove

Rove’s May 2026 mix is concentrated in Vapor Pens at 78.33% share with 9.55% month-over-month growth and 5.59% year-over-year, while Pre-Roll holds 21.59% with faster 5.75% MoM and 56.07% YoY gains; together these two categories account for 99.92% of sales. Niche lines reversed or contracted: Concentrates are just 0.05% share with a 42.73% MoM rebound but a -61.32% YoY decline, Beverage sits at 0.02% with -40.52% MoM and -57.81% YoY, and Tincture & Sublingual is 0.01% with -18.44% MoM and -90.80% YoY, while Flower has fallen to 0.00% share with -69.08% MoM and -97.30% YoY. With brand-level sales up 13.10% YoY and average price down 6.68% YoY to $38.52, the pattern implies Rove is leaning into volume via price moderation in core Vapor Pens while scaling Pre-Roll as a secondary growth engine.

The category shifts signal a positioning anchored in Vapor Pens leadership, reinforced by a number 1 rank in Vapor Pens in Nevada and by Vapor Pens’ 78.33% share versus Pre-Roll’s 21.59%. Pre-Roll’s 56.07% YoY outpaces Vapor Pens’ 5.59% YoY, and its 5.75% MoM trails Vapor Pens’ 9.55% MoM, implying Rove is using fast-cycle Vapor Pen activation to drive near-term share while cultivating Pre-Roll for medium-term diversification. The steep YoY contractions in Beverage (-57.81%) and Tincture & Sublingual (-90.80%) alongside the Concentrates MoM bounce (+42.73%) but tiny 0.05% share suggest resource reallocation away from long-tail formats toward the two-scale pillars; net, Rove’s price-down, pen-led approach aims to defend rank in pen-centric markets like CA while building a secondary lane in Pre-Roll to reduce category risk.