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Oct-2025
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Overview
Market Insights Snapshot
Theory Wellness has shown a varied performance across different product categories in Massachusetts. In the Concentrates category, the brand experienced a significant upward movement, climbing from a rank of 24 in September to 13 in October, with sales nearly doubling during this period. This suggests a strong consumer response or strategic improvements in this category. However, their presence in the Edible category remains stagnant, maintaining a rank of 50 from September to October, which indicates a need for potential strategic adjustments or increased marketing efforts to improve visibility and sales.
In the Flower category, Theory Wellness has made notable strides, moving up from a rank of 79 in September to 75 in October, reflecting a positive trend in consumer interest or product availability. However, their absence from the top 30 in the Pre-Roll category is a concern, as they did not secure a ranking in July and October, indicating a potential gap in market penetration or consumer preference. Vapor Pens, on the other hand, saw a decline, dropping back to rank 62 in October after a temporary improvement in August and September. This fluctuation in rankings highlights the dynamic nature of the market and the challenges faced in maintaining consistent performance across all categories.
Competitive Landscape
In the competitive landscape of the flower category in Massachusetts, Theory Wellness has shown a notable upward trend in its ranking, moving from 93rd in July 2025 to 75th by October 2025. This improvement suggests a positive shift in market presence and sales performance. In contrast, Cloud Cover (C3) experienced a decline, dropping from 62nd to 69th over the same period, indicating potential challenges in maintaining its market share. SeCHe showed a fluctuating pattern, peaking at 63rd in September before falling to 79th in October, which could imply inconsistent sales strategies or market reception. Meanwhile, Bountiful Farms and Simpler Daze both faced declines in October, with Bountiful Farms dropping to 72nd and Simpler Daze plummeting to 100th, suggesting significant challenges in sustaining their earlier momentum. These dynamics highlight Theory Wellness's potential for growth amidst a competitive and shifting market environment.
Notable Products
In October 2025, the top-performing product for Theory Wellness was Irish Cannonball (3.5g) in the Flower category, achieving the highest sales figure of 1837 units. Greasy Runtz (3.5g) also performed strongly, securing the second rank in the same category. Dosidos (3.5g) maintained a consistent presence, ranking third this month after holding the second position in September, with a notable increase in sales to 1172 units. GG #4 Pre-Roll (1g) entered the top ranks for Pre-Rolls, securing fourth place. World Star (3.5g) experienced a drop from its previous top position in September to fifth place in October, indicating a shift in consumer preference within the Flower category.
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.
