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Jul-2025
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Overview
Market Insights Snapshot
(the) Essence demonstrates a notable performance in several U.S. states, particularly in the Vapor Pens category. In Illinois, the brand maintained a strong position, moving from fourth to third place from June to July 2025, reflecting a consistent demand in this category. In Maryland, their Vapor Pens also showed upward momentum, climbing from 13th to 9th place over the same period. Meanwhile, in New Jersey, (the) Essence's Vapor Pens were in the top 4 until they dropped out of the top 30 in July, which could be a point of concern. This trend suggests a mixed performance across states but highlights the brand's potential to capture significant market share in Vapor Pens.
In the Flower category, (the) Essence has experienced varied success. In Maryland, the brand improved its ranking from 19th in April to 14th in July 2025, indicating a positive trajectory. Conversely, in New Jersey, there was a significant drop from 6th to 28th place, which might warrant further investigation into market conditions or competitive pressures. In Ohio, the brand entered the top 30 in May and climbed to 23rd place by July, showcasing growth potential in this market. These fluctuations across states reflect the complex dynamics of consumer preferences and competitive landscapes that (the) Essence navigates in the Flower category.
Competitive Landscape
In the competitive landscape of vapor pens in Illinois, (the) Essence has shown a consistent presence, maintaining a stable rank of 4th place from April to June 2025, before climbing to 3rd place in July 2025. This upward movement in rank suggests a positive trend in sales performance, as evidenced by a steady increase in sales figures over the same period. Notably, (the) Essence trails behind top competitors such as &Shine, which has consistently held the 1st position, and Select, which maintained the 2nd position from May to July 2025. Meanwhile, Joos, which fluctuated between 1st and 4th positions, saw a decline in sales, possibly contributing to (the) Essence's rise in rank. The competitive dynamics in this category highlight the importance of strategic positioning and market adaptability for (the) Essence to continue its upward trajectory in the Illinois vapor pen market.
Notable Products
In July 2025, the top-performing product for (the) Essence was the Pineapple Express Distillate Cartridge (1g) in the Vapor Pens category, which ascended to the number one rank with sales of 10,182 units. Following closely, the Strawberry Cough Distillate Cartridge (1g) secured the second position, showing a slight improvement from its previous third rank in May and maintaining a strong presence with 8,065 units sold. The Bombsicle Distillate Cartridge (1g) made a notable entry, climbing to the third rank from being unranked in June. Granddaddy Purple Distillate Cartridge (1g) saw a decline, dropping to fourth place after holding the top rank in April. Lastly, the Pineapple Express BDT Distillate Disposable (0.3g) entered the rankings for the first time at fifth place, indicating a growing interest in disposable products.
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.
