.svg){kind=small}
Jul-2026
Sales
Trend
6-Month
Product Count
SKUs
Avg Price
YoY Sales Change
YoY Price Change
Market Insights Snapshot
In July 2026, Under The Sun’s category mix concentrated entirely in Tincture & Sublingual at 100.0% share, pairing a 19.21% year-over-year sales decline with a 60.09% month-over-month drop, while brand-level sales were down 51.48% YoY. Average price rose 4.09% YoY to $40.33 even as volume signaled contraction, and the Alberta rank for Tincture & Sublingual was unreported, implying lost or volatile placement. The pattern implies the single-category dependence amplified exposure to short-cycle volatility, and the July 2026 pullback suggests price-led margin preservation over volume capture in a shrinking niche.
With no diversification beyond Tincture & Sublingual and a 60.09% MoM fall concentrated in July 2026, the brand’s positioning skews toward a narrow, higher-price proposition rather than traffic-building breadth. The 4.09% YoY price increase alongside a 19.21% YoY category sales decline indicates elasticity pressure that likely reduced unit throughput, and the unreported rank in Alberta removes a visibility anchor that could stabilize share. The implication is that sustaining relevance will require either price realignment to recapture velocity or reintroducing adjacent form factors to dilute the impact of Tincture & Sublingual swings.
Competitive Landscape
Under The Sun is ranked #3 in AB Tincture & Sublingual in July 2026, improving 1 position versus July 2025 while falling 2 positions from its #1 spot in April 2026 to #3 by July 2026; this follows a peak at #1 in June 2026 and a short-term slide of 2 ranks from April to July. In contrast, Dab Bods held #1 year over year and in July 2026 despite a -58.1% YoY sales change, while Potluck stayed at #2 year over year and in July 2026 even as its YoY sales declined -67.7%, indicating that Under The Sun’s rank gains versus last year but losses versus the recent peak suggest it is outperforming competitors on relative momentum yet ceding near-term leadership to incumbents.
Notable Products
CBD Pure Tincture (5000mg CBD, 30ml) fell by 60.1% month over month in July 2026 while holding rank 1, an unusual pairing that signals demand compression even at the top slot. With a rank of 1 paired to a greater than 50% decline, the category dependency is exposed as Tincture & Sublingual concentrates the brand’s visible volume without offsetting lifts elsewhere. CBD 5000 Only Pure Oil (30ml) shows no current-month rank or sales, indicating a pipeline or assortment gap rather than a counterbalancing performer. The pattern implies Under The Sun is leaning on a single flagship that is losing velocity, suggesting the commercial direction requires near-term SKU diversification or pricing/package intervention in Tincture & Sublingual to stabilize share.
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.
