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Jul-2025
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Overview
Market Insights Snapshot
Theory Wellness has demonstrated a notable performance trajectory in the Massachusetts cannabis market, with significant movements across various product categories. In the Concentrates category, the brand has shown a positive trend, improving its rank from 28th in April to 23rd by July 2025. This upward movement is accompanied by a steady increase in sales figures, indicating a strengthening position in this segment. Conversely, their performance in the Flower category, despite being outside the top 30, has shown a slight improvement, moving from 95th to 86th position over the same period. This suggests a gradual yet consistent effort to enhance their market presence in this competitive category.
In terms of Edibles, Theory Wellness has made strides, moving up from 60th to 52nd place between April and July. While this improvement is promising, it still places them outside the top 30 brands, indicating room for growth in this category. The Vapor Pens category presents a mixed picture; although there was a peak in sales in May, the brand's rank slipped from 52nd to 60th by July. This fluctuation hints at a volatile market position that could be influenced by various external factors. Interestingly, the Pre-Roll category saw a decline in ranking from 96th to 100th, accompanied by a decrease in sales, which could be a point of concern for the brand as it suggests a potential area for strategic reassessment.
Competitive Landscape
In the competitive landscape of the Massachusetts flower category, Theory Wellness has shown a steady improvement in its rankings from April to July 2025, moving from 95th to 86th position. This upward trend indicates a positive shift in market presence, although it still trails behind competitors like Anthologie, which experienced a significant jump from 86th to 55th rank in May and maintained that position until June before dropping to 73rd in July. Meanwhile, Fathom Cannabis and Common Buds consistently outperformed Theory Wellness, with ranks fluctuating around the mid-60s to mid-80s range. Despite these challenges, Theory Wellness's gradual climb in rankings suggests a potential for increased sales and market share, especially as it narrows the gap with higher-ranked brands.
Notable Products
In July 2025, the top-performing product for Theory Wellness was Ukraine Blueberry Lemonade Chews 10-Pack (50mg) in the Edible category, securing the first position with notable sales of $921. Dosidos (3.5g) climbed to the second position in the Flower category, showing a steady increase from fourth place in April and May. Dosido Pre-Roll (1g) dropped to third place despite previously holding the top spot in June. Dark Chocolate (5mg) held the fourth position in the Edible category, while Sunset Sherbert BX1 (3.5g) rounded out the top five in the Flower category. Overall, the rankings indicate a strong preference for edibles and pre-rolls, with notable shifts in flower product standings over the past months.
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.
