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Sep-2025
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Overview
Market Insights Snapshot
True North Collective has shown varied performance across different categories in Michigan. In the Concentrates category, the brand struggled to maintain a top 30 position, peaking at rank 33 in July 2025 before slipping to rank 40 by September. This indicates a declining trend in their Concentrates sales, which might be a cause for concern as they were unable to sustain momentum. On the other hand, their performance in the Edible category has been relatively stable, consistently ranking within the top 10, with a slight dip in sales in September. This suggests that while they have a strong foothold in Edibles, maintaining or improving their position will require strategic efforts.
In the Vapor Pens category, True North Collective experienced a positive trajectory, improving from rank 76 in June to rank 60 by August and maintaining that position through September. This upward movement signifies a growing acceptance or preference for their Vapor Pens among consumers in Michigan. Despite this improvement, they remain outside the top 30, indicating room for growth and the potential to capture a larger market share. While the brand's overall performance across categories shows mixed results, the consistent top 10 ranking in Edibles and the upward trend in Vapor Pens are promising signs of their potential to strengthen their market presence.
Competitive Landscape
In the competitive landscape of the Michigan edible cannabis market, True North Collective has experienced a relatively stable performance over the past few months, maintaining a rank between 8th and 9th place from June to September 2025. This consistency is notable given the fluctuations seen among its competitors. For instance, Monster Xtracts consistently outperformed True North Collective, holding a rank of 6th or 7th, indicating a stronger market presence. Meanwhile, Wana also maintained a competitive edge, ranking slightly higher than True North Collective. On the other hand, NOBO showed more volatility, with its rank dropping from 8th in July to 10th in September, suggesting potential challenges in sustaining sales momentum. True North Collective's ability to maintain its position amidst these dynamics suggests a steady consumer base, but the brand may need to innovate or increase marketing efforts to climb higher in the rankings and close the gap with leading competitors.
Notable Products
In September 2025, the top-performing product for True North Collective was the One Hitter - Tutti Frutti Gummy (200mg), maintaining its first-place ranking consistently since June. The One Hitter - Orange Dreamsicle Rosin Gummy (200mg) held the second position, with sales of 18,133 units, showcasing a steady performance after climbing from third in August. The One Hitter - Raspberry & Cream Gummy (200mg) improved its rank to third, marking a notable rise from fourth in the previous month. Meanwhile, the One Hitter - Blueberry Lemon Haze Gummy (200mg) entered the rankings at fourth, having not been ranked in August. The One Hitter - Cherry Limeade Gummy (200mg) rounded out the top five, maintaining its position from August but experiencing a decline in sales compared to previous months.
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.
