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Nov-2025
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Overview
Market Insights Snapshot
(the) Essence has shown varied performance across different states and product categories, with notable movements in rankings. In Illinois, the brand has maintained a consistent presence in the Vapor Pens category, holding steady at the 7th position from September to November 2025. However, their Flower category ranking dropped out of the top 30 by September, highlighting a challenge in maintaining market share in this segment. Meanwhile, in Maryland, (the) Essence experienced a decline in the Flower category, slipping from 16th in August to 28th by November, indicating a significant decrease in performance. This downward trend in Maryland's Flower category could be a point of concern for the brand.
In New Jersey, (the) Essence has shown stability in the Pre-Roll category, consistently ranking 10th from September to November 2025. However, their performance in the Vapor Pens category has been less stable, with rankings fluctuating and dropping out of the top 30 in September. Meanwhile, in Ohio, the brand's Pre-Roll category saw a significant improvement, moving from outside the top 30 in August to a strong 3rd position by November. This upward trend in Ohio's Pre-Roll category suggests a growing consumer preference for their products in this state, which could be leveraged for further growth. These movements across states and categories underscore the brand's varied performance and the potential areas for strategic focus.
Competitive Landscape
In the Illinois Vapor Pens category, (the) Essence has experienced a relatively stable yet competitive positioning from August to November 2025. Despite maintaining a consistent rank of 7th place from September to November, (the) Essence faces significant competition from brands like Rove and Joos, which have consistently ranked higher, with Rove holding a steady 6th position and Joos fluctuating between 3rd and 5th place. Notably, Daze Off has shown dynamic movement, climbing from 11th in August to 8th in September and October, before slightly dropping to 9th in November, indicating a potential threat to (the) Essence's rank. While (the) Essence's sales have shown a positive trend from September to November, the brand must strategize effectively to improve its rank and compete against the higher sales figures of its competitors, especially as Cresco Labs also shows a resurgence in November. This competitive landscape suggests that (the) Essence needs to focus on innovative marketing and product differentiation to enhance its market share in the Illinois Vapor Pens sector.
Notable Products
In November 2025, Strawberry Cough Distillate Cartridge (1g) maintained its top position in the Vapor Pens category for the fourth consecutive month, despite a slight decrease in sales to 3867 units. Granddaddy Purple Distillate Cartridge (1g) rose to second place, continuing its upward trend from the previous months. Bombsicle Distillate Cartridge (1g) experienced a slight drop in ranking to third place, with a corresponding dip in sales figures. Pineapple Express Distillate Cartridge (1g) held steady in fourth place, showing consistent performance over the months. Notably, Super Lemon Haze BDT Distillate Cartridge (1g) entered the rankings for the first time at fifth place, indicating a new competitor in the market.
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.
