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Dec-2025
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Overview
Market Insights Snapshot
In the Massachusetts market, Theory Wellness has demonstrated a notable upward trend in the Concentrates category, climbing from the 23rd position in September 2025 to 16th by December 2025. This consistent improvement suggests a strengthening presence in the Concentrates market, supported by a significant increase in sales from $34,903 in September to $62,565 in December. Meanwhile, the Edible category has shown a gradual rise, moving from 50th to 41st over the same period, indicating a positive trajectory, albeit from a lower starting point. The Flower category experienced a more volatile journey, initially falling in rank between September and November but making a strong comeback to 66th place in December, suggesting potential seasonality or a successful product launch late in the year.
The Vapor Pens category, however, has seen a decline in the Massachusetts market, dropping from 54th place in September to 69th by December, indicating possible challenges in maintaining competitive advantage or market share. The Pre-Roll category presents an interesting case, as Theory Wellness was not ranked in the top 30 for the months of October and November, only reappearing at the 94th position in December. This fluctuation could point to supply chain issues or changing consumer preferences. Collectively, these movements highlight the dynamic nature of Theory Wellness's performance across different product categories, with some areas showing promising growth while others face hurdles that need addressing.
Competitive Landscape
In the Massachusetts flower category, Theory Wellness has demonstrated a dynamic shift in its market position over the last few months. Notably, Theory Wellness improved its rank from 80th in September 2025 to 66th by December 2025, indicating a positive trajectory in its competitive standing. This improvement contrasts with brands like Cookies, which saw a decline in rank from 54th to 67th during the same period. Meanwhile, Standard Farms maintained a relatively stable presence, consistently ranking within the top 60, while Bountiful Farms and Smyth Cannabis Co. experienced fluctuations but remained competitive. Theory Wellness's sales figures also reflect this upward trend, with a notable increase in December, surpassing its November sales, which suggests effective market strategies and growing consumer preference. This competitive landscape highlights Theory Wellness's resilience and potential for further growth amidst fluctuating market dynamics.
Notable Products
In December 2025, the top-performing product for Theory Wellness was World Star (3.5g) in the Flower category, reclaiming its position at number one with a notable sales figure of 2014 units. Following closely was Irish Cannonball (3.5g), which rose to the second spot after not being ranked in November. Greasy Runtz (3.5g) maintained a consistent presence, holding the third position for the second consecutive month. Candy Cake (3.5g) made its debut in the rankings at fourth place, while Shrimp Scampi (3.5g) also appeared for the first time at fifth. Compared to previous months, World Star (3.5g) showed a significant rebound from fourth place in October, while Irish Cannonball (3.5g) and Greasy Runtz (3.5g) demonstrated strong performances throughout the period.
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.
