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Jul-2025
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Overview
Market Insights Snapshot
Select has demonstrated a strong presence in the Vapor Pens category, particularly in states like Arizona and Maryland, where it consistently holds the top rank. Despite a slight decrease in sales in Arizona from April to July 2025, Select maintained its number one position, indicating a robust brand loyalty among consumers. In Illinois, Select improved its ranking from third to second place between May and June 2025, suggesting a competitive edge and growing market share. However, in Massachusetts, the brand experienced a drop from second to third place, which could indicate increasing competition or shifting consumer preferences.
In New Jersey, Select has been gradually climbing the ranks, moving from eighth to sixth place over the four-month period, although this progress comes with declining sales figures. Meanwhile, New York presents a different narrative where Select was not in the top 30 brands in April 2025 but has since made significant strides, reaching the 13th position by July. This upward trajectory in New York could be a sign of growing brand recognition and acceptance. On the other hand, in Ohio, Select's ranking has slightly dropped from third to fifth place, which might warrant a closer examination of market dynamics or consumer trends in the state.
Competitive Landscape
In the competitive landscape of vapor pens in Illinois, Select has shown a notable upward trajectory in its market position from April to July 2025. Initially ranked third in April and May, Select climbed to the second position by June and maintained this rank in July, indicating a positive trend in its market presence. This improvement is particularly significant given the competitive pressure from brands like &Shine, which consistently held the top rank except for a brief dip to second place in May. Meanwhile, Joos, which started strong in the second position in April, experienced a decline, dropping to fourth by July. This shift in rankings highlights Select's growing appeal and effectiveness in capturing market share, especially as (the) Essence also improved its position from fourth to third place over the same period. These dynamics suggest that Select's strategic initiatives in Illinois are yielding positive results, positioning it as a formidable contender in the vapor pen category.
Notable Products
In July 2025, Select's top-performing product was the Essential Fruit Stiq - Go Go Guava Oil Disposable (1g) from the Vapor Pens category, which climbed to the number 1 rank from the previous third position in June. The Essentials Fruit Stiq - Sweet Strawberry Oil Disposable (1g) followed closely, holding the second rank after leading in June. The Fruit Stiq - Blackberry Blast Distillate Disposable (1g) saw a decline, moving to the third position from second in June, with sales figures reaching 8,868 units. Meanwhile, the Fruit Stiq - Key Lime Tide BDT Distillate Disposable (1g) maintained a steady performance, finishing fourth, a slight drop from its previous third position in May. Notably, the Fruit Stiq - Lemon Sunset Distillate Disposable (1g) entered the rankings in fifth place, marking its debut in the dataset.
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.
