.svg){kind=small}
Nov-2025
Sales
Trend
6-Month
Product Count
SKUs
Overview
Market Insights Snapshot
Theory Wellness has shown notable performance across various product categories in Massachusetts, with some categories experiencing significant upward movement in rankings. In the Concentrates category, Theory Wellness climbed from 26th place in August 2025 to a commendable 14th place by October, before slightly declining to 15th in November. This improvement is reflected in their sales, which surged from $34,825 in August to $62,485 in October, indicating a growing consumer preference for their concentrates. However, their performance in the Edible category has been less impressive, hovering around the 45th to 50th rank, suggesting potential areas for growth and market penetration. The Flower category also presents challenges, with Theory Wellness not making it into the top 30, peaking only at 77th place in October.
In the Pre-Roll segment, Theory Wellness did not maintain a presence in the top 30, with rankings only available up to September. This could point to either a strategic withdrawal or a need for increased competitiveness in this popular category. On the other hand, their performance in the Vapor Pens category has been relatively stable, with a slight dip in rankings from 55th in August to 62nd in November. Despite this, there was a notable increase in sales from October to November, suggesting a recovery or renewed interest in their vapor pen offerings. These trends highlight the dynamic nature of Theory Wellness's market performance in Massachusetts, showcasing both strengths to be leveraged and areas needing strategic focus.
Competitive Landscape
In the Massachusetts flower category, Theory Wellness has experienced fluctuations in its ranking over the past few months, reflecting a dynamic competitive landscape. In September 2025, Theory Wellness was ranked 80th, improving slightly to 77th in October, but then dropping to 85th in November. This indicates a competitive pressure from brands like Natural Selections, which also saw a drop in rank but maintained a close competitive position. Meanwhile, Simpler Daze and Coastal Healing have shown stronger performance, with Simpler Daze re-entering the top 80 in November and Coastal Healing climbing to 76th. Despite these challenges, Theory Wellness's sales showed a notable increase from September to October, suggesting a potential for recovery in rank if this sales momentum is sustained. The competitive pressure from Dazed, which improved its rank significantly in October, further emphasizes the need for Theory Wellness to leverage its sales growth into improved market positioning.
Notable Products
In November 2025, the top-performing product for Theory Wellness was the Winter Mint Distillate Cartridge (1g) in the Vapor Pens category, securing the number one rank with sales of 1164 units. The Greasy Runtz (3.5g) in the Flower category maintained its strong position at rank two, despite a slight decrease in sales compared to October. The Gastro Pop Pre-Roll (1g) climbed to third place from its previous absence in October, showing a resurgence in popularity. Greasy Runtz Pre-Roll (1g) entered the rankings at fourth place, marking its debut in the top five. World Star (3.5g) in the Flower category remained consistent, holding the fifth position for the second consecutive month.
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.
