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Dec-2025
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Overview
Market Insights Snapshot
UpNorth Humboldt has shown notable performance improvements in the California cannabis market, particularly within the Flower category. Over the last few months of 2025, the brand climbed from the 14th position in September to the 9th by December. This upward trajectory is supported by a steady increase in sales, with a significant jump in December, indicating strong consumer demand or successful marketing strategies. In contrast, the Pre-Roll category in California saw more fluctuation, with the brand briefly improving its ranking before settling back at 17th by December, suggesting potential challenges in maintaining consistent growth in this segment.
In Illinois, UpNorth Humboldt's performance across categories presents a mixed picture. The Flower category shows a promising rise, moving from 19th to 10th place by the end of the year, reflecting a robust growth pattern. However, the Concentrates category experienced a slight dip, falling from 13th to 16th place, which may indicate increased competition or shifting consumer preferences. Interestingly, the Pre-Roll category in Illinois saw a significant improvement from being outside the top 30 in September to reaching the 20th position by December, highlighting a positive trend despite some volatility.
Competitive Landscape
In the competitive California flower market, UpNorth Humboldt has shown a notable upward trajectory in rankings from September to December 2025, moving from 14th to 9th place. This improvement in rank is indicative of a strong sales growth trend, with December sales figures significantly higher than those in September. In contrast, Fig Farms experienced a slight fluctuation, maintaining a stable position around the 10th rank, while Alien Labs saw a dip in November before recovering in December. Oakfruitland consistently outperformed UpNorth Humboldt until December, when UpNorth Humboldt surpassed it in sales, reflecting a competitive edge. Meanwhile, Quiet Kings remained relatively stable, not posing a significant threat to UpNorth Humboldt's upward momentum. This data suggests that UpNorth Humboldt is effectively capturing market share from its competitors, particularly towards the end of the year.
Notable Products
In December 2025, the top-performing product for UpNorth Humboldt was the Durban Poison Pre-Roll (1g), which ascended to the number one spot with sales of 8,394. The Sour Diesel (3.5g) maintained its consistent ranking at second place, showcasing steady sales throughout the months. Bubba Kush (3.5g) made a notable entry, achieving third place in December, despite not being ranked in previous months. Platinum Afghani (3.5g) saw a decline from its top position in November to fourth place in December. Durban Poison (3.5g) experienced a drop from first place in October to fifth place in December, indicating a shift in consumer preference within the Flower category.
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.
