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Sep-2025
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Overview
Market Insights Snapshot
In the ever-evolving cannabis market, Select has demonstrated varied performance across different states and categories. In the Vapor Pens category, Select has maintained a strong presence in Arizona, consistently holding the second rank in most months, despite a slight dip to fourth in August 2025. Similarly, in Maryland, Select has impressively sustained its top position throughout the observed period, indicating a robust market hold. Meanwhile, in Massachusetts, Select has shown resilience by bouncing back to the second rank in September after a temporary slip. However, in Illinois, despite a consistent presence in the top three, there is a noticeable declining trend in sales, which could be a point of concern.
On the other hand, Select's performance in some states reflects a more challenging landscape. In Missouri, the brand has struggled to maintain a strong foothold, as evidenced by its fluctuating rankings and absence from the top 30 in August. Similarly, in New Jersey, Select has seen a downward trend, slipping from sixth to tenth position over the months, accompanied by a significant drop in sales. In New York, while Select managed to stay within the top 30, its rankings have been inconsistent, indicating potential challenges in market penetration. These variations highlight the dynamic nature of the cannabis market and underscore the importance for Select to adapt its strategies to maintain competitiveness across different regions.
Competitive Landscape
In the Illinois vapor pens category, Select has experienced a slight decline in its market position over the past few months. While it maintained a steady rank of 2nd place in June and July 2025, it dropped to 3rd place in both August and September 2025. This shift coincides with a noticeable decrease in sales, suggesting that Select is facing increasing competition. Notably, &Shine has consistently held the top position, indicating strong brand loyalty or market dominance. Meanwhile, Joos has shown resilience, moving up to 2nd place in August and September, potentially capturing some of Select's market share. Additionally, Rove has been climbing the ranks, moving from 8th place in June to 4th place by September, which could pose a further challenge to Select's standing. These dynamics suggest that Select may need to innovate or adjust its strategies to regain its previous rank and boost sales in this competitive market.
Notable Products
In September 2025, the top-performing product for Select was Fruit Stiq - Blackberry Blast Distillate Disposable (1g) in the Vapor Pens category, which rose to the number one spot with sales reaching 8,935 units. The Essentials Fruit Stiq - Sweet Strawberry Oil Disposable (1g) followed closely, holding the second position after being the top seller in June and August. The newly introduced Essentials Briq - Blue Dream BDT Oil Disposable (2g) made a strong debut at third place, despite not being ranked in the previous months. The Fruit Stiq - Key Lime Tide BDT Distillate Disposable (1g) consistently remained in fourth place, although its sales showed a decline. Lastly, the Essentials Briq - Pineapple Express BDT Distillate Disposable (2g) maintained its fifth-place ranking across all months from June to September.
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.
