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Oct-2025
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Overview
Market Insights Snapshot
(the) Essence has shown varied performance across different states and product categories. In Illinois, the brand experienced a notable decline in its Flower category, dropping from the 20th position in July to 40th by October. This movement is concerning, particularly given the significant drop in sales from $919,748 in July to $334,650 in October. Conversely, their Vapor Pens in Illinois maintained a more stable performance, holding the 7th position in both September and October, despite fluctuations in sales. In Maryland, (the) Essence's Flower category saw a slight dip in ranking from 15th in July to 19th in October, with a corresponding decrease in sales. However, their Pre-Roll category improved its standing, moving from 16th in July to 13th by October, indicating a positive trend in consumer preference.
In New Jersey, (the) Essence's Flower category showed impressive growth, climbing from the 28th position in July to 12th in September before settling at 19th in October. This upward trend in rankings aligns with a consistent increase in sales, suggesting strong market penetration. However, their Vapor Pens did not maintain a top 30 position in September and October, indicating potential challenges in this category. Meanwhile, in Ohio, the brand's Pre-Roll category showed a remarkable entrance into the rankings, achieving the 4th position in September and improving to 2nd by October. This indicates a strong consumer response and potential for further growth in this category. Overall, while (the) Essence has faced some challenges, particularly in the Flower category in certain states, there are areas of significant opportunity, especially in Pre-Rolls in Ohio.
Competitive Landscape
In the competitive landscape of vapor pens in Illinois, (the) Essence has experienced notable fluctuations in its ranking over the past few months, moving from 4th place in July 2025 to 7th place by October 2025. This shift is significant as it indicates a competitive pressure from other brands such as RYTHM and Rove, which have maintained more stable or improving positions. RYTHM consistently held a strong position, ranking 5th in both July and October, while Rove has maintained a steady 6th place since August. Meanwhile, Daze Off has shown a positive trend, climbing from 13th in July to 8th by October, potentially capturing market share from (the) Essence. These dynamics suggest that while (the) Essence remains a key player, there is a need for strategic adjustments to regain its earlier momentum and counteract the advances of its competitors.
Notable Products
In October 2025, (the) Essence's top-performing product was the Strawberry Cough Distillate Cartridge (1g) in the Vapor Pens category, maintaining its first-place rank from September with sales of 4749 units. The Bombsicle Distillate Cartridge (1g) moved up to second place from fourth in September, showing a significant recovery in sales. The Granddaddy Purple Distillate Cartridge (1g) held steady in third place for two consecutive months, indicating consistent performance. The Pineapple Express Distillate Cartridge (1g), which was once the top product in July, has seen a decline, falling to fourth place in October. Notably, the Blueberry BDT Distillate Cartridge (1g) re-entered the rankings in fifth place, showcasing a resurgence in popularity after being absent in 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.
