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Dec-2025
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Overview
Market Insights Snapshot
The cannabis brand (the) Essence has shown varied performance across different states and product categories. In Illinois, the brand maintained a consistent presence in the Vapor Pens category, holding a steady top 10 rank throughout the last four months of 2025, which indicates a strong foothold in this segment. Meanwhile, their performance in the Flower category in Illinois remained outside the top 30, suggesting room for growth in this area. In Maryland, (the) Essence saw a decline in the Flower category, dropping from a rank of 15 in September to 26 by December, highlighting a potential challenge in maintaining market share in this category.
In New Jersey, the brand's performance in the Flower category showed a remarkable recovery, climbing back to a rank of 13 in December from 23 in November. This suggests a regained consumer interest or effective marketing strategies that could be explored further. Additionally, their position in the Pre-Roll category in New Jersey improved to rank 8 by December, indicating a strong competitive stance. Meanwhile, in Ohio, (the) Essence demonstrated robust growth in the Pre-Roll category, advancing to the 2nd position by the end of the year. This upward trend in Ohio's Pre-Roll market contrasts with their more modest performance in Vapor Pens, which remained around the 20th rank, suggesting a potential area for strategic focus and development.
Competitive Landscape
In the competitive landscape of vapor pens in Illinois, (the) Essence has maintained a relatively stable position, ranking consistently at 7th place in September, October, and December 2025, with a slight dip to 8th place in November. This stability is notable given the dynamic shifts among competitors. For instance, RYTHM experienced a significant rise from 5th to 3rd place in November before returning to 5th in December, indicating a strong but fluctuating market presence. Meanwhile, Rove consistently held the 6th position, showcasing a steady lead over (the) Essence in terms of rank. Despite these competitive pressures, (the) Essence's sales figures have shown a positive trajectory, with a notable increase from October to December, suggesting effective market strategies and consumer loyalty. This upward sales trend contrasts with the more volatile performance of Cresco Labs, which, despite climbing to 7th place in November, fell back to 8th in December, highlighting the competitive challenges in maintaining rank in this category.
Notable Products
In December 2025, the Essence's top-performing product was J's - Dosi OG Pre-Roll 2-Pack (1g), which claimed the number one rank with sales of 5663 units. The Strawberry Cough Distillate Cartridge (1g) slipped to the second position despite a sales increase to 4920 units from previous months. Granddaddy Purple Distillate Cartridge (1g) maintained a strong presence in the top three, holding the third rank consistently since October 2025. J's - Fresh Powder Pre-Roll (1g) re-entered the rankings, securing the fourth position with improved sales figures. The Sour Diesel Distillate Cartridge (1g) remained stable in the fifth position, marking its reappearance in the rankings since September 2025.
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.
