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Aug-2025
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Overview
Market Insights Snapshot
In Illinois, Verano has shown varied performance across different cannabis categories. While their ranking in the Pre-Roll category dropped from 5th in May to 12th by August, indicating a significant decline, their Flower category rankings also fluctuated, moving from 44th in May to 46th in August. Notably, Verano's presence in the Concentrates category only appeared in June and July, ranking 16th and 17th respectively, before dropping out of the top 30 by August. This absence suggests a potential area for improvement or market shift. In the Vapor Pens category, Verano maintained a steady presence, though their rank slipped slightly from 16th in May to 19th in August, reflecting a gradual decrease in market share.
In Maryland, Verano's performance has been more consistent, particularly in the Concentrates category, where they improved their ranking from 10th in May to 6th by August. This upward trend highlights a strengthening position in the market. The Flower category showed a gradual improvement from 28th to 25th over the same period. However, in New Jersey, Verano faced challenges, particularly with their Vapor Pens, which fell out of the top 30 by August after starting at 10th in May. Their Flower category also saw a dramatic drop from 11th in May to 35th in July, before recovering slightly to 29th in August. Meanwhile, in Ohio, Verano's ranking in Flower showed inconsistency, disappearing from the top 30 in July but reappearing at 42nd in August, while their Vapor Pens saw a slight improvement from 31st to 27th over the four months.
Competitive Landscape
In the competitive landscape of vapor pens in Illinois, Verano has experienced some fluctuations in its market position from May to August 2025. Initially ranked 16th in May, Verano saw a slight improvement to 15th in June, but then slipped back to 16th in July and further down to 19th in August. This downward trend in rank coincides with a noticeable decrease in sales, particularly from July to August. In contrast, In House maintained a stronger position, consistently ranking higher than Verano, despite also experiencing a drop in rank from 13th in July to 17th in August. Meanwhile, Ozone showed a stable presence, maintaining its rank at 18th in both July and August, with a steady increase in sales. Cookies, while not always in the top 20, managed to climb back to 20th in August, indicating a potential resurgence. These dynamics suggest that Verano faces stiff competition and may need to strategize to regain its footing in the Illinois vapor pen market.
Notable Products
In August 2025, Verano's top-performing product was the Traveler Essence - Bombsicle BDT Distillate Disposable (0.3g) from the Vapor Pens category, which climbed to the number one spot with notable sales of 4,142 units. The Reserve Swift Lifts - Gelato Pre-Roll 5-Pack (2.5g) also performed well, securing the second position, although it slipped from its third-place ranking in July. Essence Stix - Funnel Cake Pre-Roll (1g) made a significant entry, ranking third in its debut month. Reserve - Starkiller (3.5g) entered the top five at fourth place, showing a strong performance in the Flower category. Meanwhile, Reserve Swift Lifts - B52 Bomber Pre-Roll 5-Pack (2.5g) fell to fifth place, despite being a top contender in 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.
