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Sep-2025
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Overview
Market Insights Snapshot
The performance of (the) Essence in the Illinois market has seen some fluctuations, particularly in the Flower category where their ranking dropped from 21st in August to 44th in September. Despite this decline, the brand has maintained a strong presence in the Pre-Roll category, holding a top 10 position throughout the months, albeit with a gradual decline to 10th place by September. In the Vapor Pens category, (the) Essence started strong with a 3rd place ranking in July but saw a decrease to 6th place by September. This movement indicates a potential shift in consumer preferences or increased competition in these segments.
In Maryland, (the) Essence has demonstrated consistent performance in the Flower category, maintaining a stable ranking around the 14th and 15th positions from June to September. The brand also showed resilience in the Pre-Roll category, improving its rank to 12th place by September. However, in Massachusetts, the brand struggled to maintain a top 30 position in the Vapor Pens category by September, indicating challenges in sustaining market presence in this state. Meanwhile, in New Jersey, (the) Essence made significant progress in the Flower category, improving its rank from 28th in July to 12th by September, showcasing a positive trend in consumer demand for their products in this state.
Competitive Landscape
In the Illinois Vapor Pens category, (the) Essence has experienced notable fluctuations in its competitive standing over the past few months. Initially holding a strong position at rank 4 in June 2025, the brand improved to rank 3 in July but subsequently slipped to rank 6 by September. This shift in rank is particularly significant given the competitive landscape, where brands like Rove have shown a consistent upward trajectory, moving from rank 8 in June to rank 4 by September. Meanwhile, Savvy has also been a formidable competitor, maintaining a top 7 position throughout the period. Despite the decline in rank, (the) Essence's sales figures indicate a robust performance, although they have tapered off from their peak in July. The brand's ability to reclaim its higher rank will depend on strategic adjustments to counter the momentum of competitors like RYTHM, which has shown resilience by bouncing back to rank 5 in September after a dip in August.
Notable Products
In September 2025, the top-performing product for (the) Essence was the Strawberry Cough Distillate Cartridge (1g) in the Vapor Pens category, which rose to the first rank despite a decrease in sales to 5,490 units. The Pineapple Express Distillate Cartridge (1g) followed closely, maintaining a strong presence in the second position, although its sales saw a decline from previous months. Granddaddy Purple Distillate Cartridge (1g) improved its standing from fifth to third place, indicating a positive trend despite lower sales figures. Bombsicle Distillate Cartridge (1g), which had topped the charts in August, fell to the fourth position, showing a significant drop in sales. Sour Diesel Distillate Cartridge (1g) re-entered the rankings in fifth place after being absent in July and August, suggesting a resurgence in popularity.
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.
