Rove

Rove’s mix in July 2026 remained concentrated in Vapor Pens at 78.65% share, yet that anchor declined year over year by 7.88% while inching up month over month by 0.82%; meanwhile, Pre-Roll expanded to 21.15% share with a 31.64% YoY increase and a 0.28% MoM lift. Smaller lines were volatile: Concentrates held 0.15% share with a 149.29% MoM spike despite a 12.18% YoY drop, Beverage sat at 0.04% share with 18.07% MoM growth alongside a 9.72% YoY decline, and Tincture & Sublingual fell 16.08% MoM and 88.98% YoY to 0.01% share as Flower contracted 26.33% MoM and 97.63% YoY to near-zero share. With average price down 6.43% YoY to $37.73 and total brand sales down 1.82% YoY despite a 35.31% 24‑month gain, the pattern implies the brand is using price to protect a Vapor Pens-led base while leaning on Pre-Roll growth to offset category softness.

The combination of a 7.88% YoY decline in Vapor Pens against a 31.64% YoY rise in Pre-Roll signals a portfolio reweighting toward formats that add incremental shoppers rather than pure trade-down within pens, and the 0.82% MoM pen lift versus the 0.28% MoM Pre-Roll gain indicates near-term stability anchored in the core. The 149.29% MoM jump in Concentrates from a 0.15% share base and the 18.07% MoM uptick in Beverage at 0.04% share suggest targeted experimentation rather than material diversification, while the 88.98% YoY collapse in Tincture & Sublingual and 97.63% YoY decline in Flower indicate deliberate pruning of low-velocity tails. Taken together with a number 1 rank in Vapor Pens in Nevada, the mix shift implies Rove is defending a leadership position in its primary category while allocating incremental effort to Pre-Roll to reduce reliance on a single format without diffusing focus.