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May-2026
Sales
Trend
6-Month
Product Count
SKUs
Avg Price
YoY Sales Change
YoY Price Change
Market Insights Snapshot
In May 2026, Thumbs Up Brand concentrated 99.47% of sales in Pre-Roll, where year-over-year growth reached 32.40% and month-over-month expanded 13.98%, while Flower fell to 0.52% share with a -74.90% year-over-year drop and a -31.63% month-over-month slide. Concentrates remained negligible at 0.01% share with a -43.84% month-over-month change, indicating further contraction from a small base. Average price declined 4.60% year-over-year to $10.36 as Pre-Roll pricing sat at $10.31, suggesting a price-led volume strategy that lifted total brand sales 29.50% year-over-year even as higher-priced Flower averaged $92.32 but contracted sharply. The pattern implies a deliberate tilt toward high-velocity Pre-Roll where rank 4 in Ontario aligns with scaling share through lower price points and away from margin-heavy but volatile Flower.
The mix shift toward Pre-Roll (+13.98% month-over-month alongside -31.63% in Flower) concentrates positioning around value-accessible, repeatable formats, with a 4.60% year-over-year price decline reinforcing a volume-first posture that is compatible with rank 4 dynamics in Ontario Pre-Roll. With 99.47% of sales tied to a single category growing 32.40% year-over-year, risk concentrates in one lane while signaling defensible shelf presence; the implication is that maintaining price discipline near the $10.31 Pre-Roll level can sustain velocity, but diversification beyond 0.52% Flower share and near-zero Concentrates share would reduce exposure to category-specific swings if Pre-Roll growth moderates.
Competitive Landscape
Thumbs Up Brand sits at rank #4 in ON Pre-Roll in May 2026, improving 3 positions from #7 year over year and edging up 1 spot from #5 in February 2026, with the current #4 also matching its peak rank in May 2026. While Back Forty / Back 40 Cannabis climbed from #3 to #1 alongside a 66.8% YoY sales increase and General Admission slipped from #1 to #2 with a 13.6% YoY decline, Thumbs Up Brand moved from #7 to #4 as Jeeter fell from #2 to #3 with a 48.4% YoY drop, indicating that share is concentrating above it while volatility among leaders is creating openings below. The pattern implies that Thumbs Up Brand’s upward rank trajectory is driven less by broad category expansion and more by outlasting negative momentum at incumbents, so maintaining #4 will likely require defending against a rebounding #3 while probing for incremental gains against a rising #1.
Notable Products
Indica Pre-Roll 10-Pack (5g) posted the largest movement in May 2026 with a +59.0% MoM surge while holding rank 8, outpacing the Sativa Pre-Roll 10-Pack (5g) at +30.6% MoM and rank 10; this skew toward larger pack growth implies multi-unit value is accelerating within the line. Indica Pre-Roll 2-Pack (2g) retained rank 1 with +11.6% MoM, and Sativa Pre-Roll 2-Pack (2g) stayed at rank 2 with +16.2% MoM, while Indica Pre-Roll 4-Pack (2g) slipped -0.7% MoM at rank 7, signaling a barbell mix between entry 2-packs and bulk 5g 10-packs. All top-10 SKUs are Pre-Rolls, concentrating 100% of May 2026 leadership in a single category, with the top two 2-packs together exceeding $3,190,000 in sales. The pattern implies Thumbs Up Brand is consolidating around pre-rolls with premium velocity in 2-packs and rising demand for high-count 10-packs, pointing to a pricing and pack-size strategy that favors both trial and stock-up missions.
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.
