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Oct-2025
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Overview
Market Insights Snapshot
Thumbs Up Brand has demonstrated varied performance across different categories and provinces, with notable movements in the Pre-Roll category. In British Columbia, the brand experienced a significant drop in the Pre-Roll category, falling from a consistent top 3 position in July through September 2025 to rank 22nd in October. This sharp decline suggests a potential shift in consumer preferences or increased competition. Meanwhile, in Alberta, Thumbs Up Brand maintained a steady presence in the Pre-Roll category, hovering around the 18th and 19th positions over the four-month period. However, their absence from the top 30 in the Flower category in Alberta could indicate a challenge in penetrating this segment effectively.
In Ontario, Thumbs Up Brand showed stability in the Pre-Roll category, consistently ranking around the 10th position, which indicates a solid foothold in this competitive market. This consistency is further highlighted by their sales figures, which remained robust throughout the months. Conversely, their performance in Saskatchewan saw minor fluctuations, with rankings slightly improving from July to August before settling back to the 14th position in October. Such dynamics suggest that while Thumbs Up Brand has established a presence in several provinces, there are opportunities for growth and improvement, particularly in categories and regions where they have yet to break into the top 30.
Competitive Landscape
In the competitive landscape of the Ontario pre-roll market, Thumbs Up Brand has shown resilience and consistency, maintaining a steady position within the top 10 brands from July to October 2025. Despite a slight dip in August, where it ranked 11th, Thumbs Up Brand rebounded to secure the 9th position in September before settling at 10th in October. This stability is noteworthy, especially when compared to brands like Dime Bag (Canada), which experienced a significant drop from 6th to 11th place over the same period. Meanwhile, FIGR showed a gradual climb from 18th to 12th, indicating a potential future threat. Carmel and PIFF also demonstrated competitive dynamics, with Carmel maintaining a close proximity to Thumbs Up Brand, and PIFF making a notable leap from 12th to 8th. These shifts highlight the competitive pressures in the market, suggesting that while Thumbs Up Brand's sales remain robust, continuous strategic adjustments are essential to maintain and improve its market position.
Notable Products
In October 2025, the top-performing product for Thumbs Up Brand was the Indica Pre-Roll 2-Pack (2g), maintaining its leading rank from previous months with sales of 108,034. The Sativa Pre-Roll 2-Pack (2g) also held steady in the second position, although its sales decreased compared to earlier months. The Indica x Sativa Pre-Roll 2-Pack (2g) continued its upward trend, securing the third spot, having climbed from the fifth position in July. The Sativa Pre-Roll 4-Pack (2g) re-entered the rankings in fourth place after being unranked in September. Lastly, the Variety Pack Pre-Roll 2-Pack (2g) maintained its fifth position, consistently appearing since September.
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.
