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Sep-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, Theory Wellness has demonstrated consistent upward movement, climbing from the 23rd position in June 2025 to the 20th position by September 2025. This steady improvement suggests a strengthening presence in this category, underpinned by a slight decline in sales from August to September. On the other hand, the Edible category tells a different story, where Theory Wellness has fluctuated, ranking 57th in June and improving to 48th in August, only to fall back to 50th in September. This indicates some volatility and potential challenges in maintaining a stable position within the top ranks for edibles.
In the Flower category, Theory Wellness experienced a notable leap, moving from being unranked in August to securing the 76th position in September. This jump could signal a strategic shift or successful marketing efforts that have resonated with consumers. The Pre-Roll category also saw some positive movement, with the brand improving from 95th in June to 90th in September, despite missing a ranking in July. Meanwhile, the Vapor Pens category presented a mixed bag, with Theory Wellness dropping from 55th in June to 65th in July, before recovering back to 55th in August, and slightly dipping to 56th in September. This indicates a competitive and possibly saturated market, where maintaining a steady position poses its own challenges.
Competitive Landscape
In the competitive Massachusetts flower market, Theory Wellness has shown a notable fluctuation in its rankings over the summer of 2025. Starting at rank 94 in June, Theory Wellness improved slightly to 93 in July, was absent from the top 20 in August, but made a significant comeback to rank 76 in September. This upward trajectory in September suggests a strategic recovery, potentially driven by targeted marketing or product innovation. In contrast, Cloud Cover (C3) experienced a consistent decline from rank 38 in June to 72 in September, indicating a possible loss of market share or consumer interest. Similarly, Anthologie and Dazed have also shown declining trends, with Anthologie dropping from 56 to 70 and Dazed fluctuating between 82 and 85. Meanwhile, The Heirloom Collective entered the top 20 in August at rank 90 and improved to 80 by September, suggesting a competitive edge that Theory Wellness must watch closely. These dynamics highlight the competitive pressures and opportunities for Theory Wellness to capitalize on its recent momentum in the Massachusetts flower market.
Notable Products
In September 2025, the top-performing product for Theory Wellness was World Star (3.5g) in the Flower category, securing the number one spot with sales of 1537 units. Dosidos (3.5g), also in the Flower category, climbed to the second position from its previous third place in August, with a notable increase in sales to 848 units. Dosido Pre-Roll (1g) dropped from the top position in August to third place in September. Gastro Pop Pre-Roll (1g) held steady in the fourth position, while World Star Pre-Roll (1g) entered the rankings at fifth. Overall, the Flower category showed strong performance with two products in the top three positions.
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.
