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Aug-2025
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Overview
Market Insights Snapshot
Theory Wellness has shown varied performance across different product categories in Massachusetts. In the Concentrates category, the brand has demonstrated a consistent upward trend, moving from 31st in May 2025 to 24th by August 2025, with a notable increase in sales during this period. This positive movement indicates a growing consumer preference for their concentrates. However, the brand's performance in the Flower category has been less impressive, with a decline from 96th to 100th place, suggesting challenges in maintaining market share despite stable sales figures. Such contrasting performance highlights the brand's strengths in certain product lines and potential areas for improvement in others.
In the Edible category, Theory Wellness has made some progress, climbing from 55th to 47th place by August 2025, reflecting an increase in consumer interest and market penetration. The Pre-Roll category, however, presents a mixed picture. Although the brand ranked 94th in August, it was not in the top 30 in July, indicating fluctuations in demand or supply chain issues that could have impacted their standing. Meanwhile, in the Vapor Pens category, Theory Wellness has experienced a rollercoaster ride, with rankings fluctuating between 53rd and 61st over the months, yet managing to maintain robust sales figures. These insights suggest that while Theory Wellness excels in certain areas, there are opportunities to strengthen its presence across other categories.
Competitive Landscape
In the Massachusetts vapor pens category, Theory Wellness has experienced a fluctuating performance over the months from May to August 2025. Despite not breaking into the top 50 in May and June, Theory Wellness managed to climb to the 53rd position by July, maintaining this rank in August. This improvement is notable when compared to competitors such as Khalifa Kush, which showed a steady rise from 70th in May to 50th in August, and Berkshire Roots, which ascended from 88th to 54th in the same period. However, MKX Oil Company demonstrated stronger sales performance, peaking at 41st in June before a slight decline to 57th in August. Theory Wellness's sales trajectory shows a rebound in August, aligning with its rank stabilization, suggesting potential for further growth if this trend continues. This dynamic competitive landscape highlights the importance for Theory Wellness to leverage strategic marketing and product differentiation to enhance its market position.
Notable Products
In August 2025, the top-performing product for Theory Wellness was the Dosido Pre-Roll 1g, reclaiming the top spot after a dip in July. The Gastro Pop Pre-Roll 1g followed closely in second place with notable sales of 1,252 units, maintaining its position from the previous month. The Dosidos 3.5g Flower dropped to third place, though it remained consistently popular throughout the months. The Ukraine Blueberry Lemonade Chews 10-Pack 50mg saw a significant rise to fourth place, having not been ranked prior to July. Lastly, the Sunset Sherbert BX1 3.5g Flower secured the fifth position, showing a stable ranking since its debut in July.
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.
