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May-2026
Sales
Trend
6-Month
Product Count
SKUs
Avg Price
YoY Sales Change
YoY Price Change
Market Insights Snapshot
In May 2026, Vertical (MO)’s mix concentrated in Flower at 72.98% share, with category sales up 202.75% year over year and 22.24% month over month, while Pre-Roll held 14.09% share with 6.24% YoY and 15.14% MoM growth; Concentrates contributed 10.65% share with 180.95% YoY and 32.57% MoM, and Vapor Pens, though just 0.87% share, accelerated 1,252.52% YoY and 31.94% MoM. Despite a -15.70% YoY decline in average price across the brand and a Flower average price at $29.19, the brand’s overall sales expanded 142.55% YoY as category momentum clustered in higher-growth inhalables. With Flower ranked 15 in Missouri and Flower share near three-quarters of revenue, the pattern suggests scale is being driven by aggressive unit velocity in Flower and spikier peripheral categories rather than price, implying a volume-led expansion thesis.
The tilt toward Flower (72.98% share) and rapid gains in Concentrates (180.95% YoY) and Vapor Pens (1,252.52% YoY) alongside Pre-Roll’s steadier 6.24% YoY indicate that Vertical (MO) is anchoring in value-accessible inhalables while selectively adding higher-trajectory niches; combined MoM growth in Flower (22.24%) and Concentrates (32.57%) points to cross-category pull-through. Given the -15.70% YoY price slide against a 142.55% YoY brand sales increase, the portfolio is likely optimized for penetration and repeat unit lift, and the Flower rank of 15 in Missouri paired with 31.94% MoM acceleration in Vapor Pens positions the brand to trade consumers up from Flower into adjacent inhalables without sacrificing volume, implying a strategy centered on laddering SKUs from high-frequency Flower into growthy, slightly premium-in-price formats.
Competitive Landscape
Vertical (MO) sits at rank #15 in MO Flower as of May 2026, a climb of 21 positions from #36 year over year and an improvement of 3 spots from #18 in February 2026, marking its peak rank at #15 in May 2026 and narrowing the gap to the top 10. While Flora Farms held #1 both this year and last year even as its sales declined 17.8% year over year, Illicit / Illicit Gardens advanced from #3 to #2 with 5.8% sales growth and CODES slipped from #2 to #3 amid a 30.6% sales contraction, indicating share is rotating among leaders while Vertical (MO) gains rank from the mid-pack. The trajectory—up 21 ranks year over year and up 3 ranks over the last three months—implies Vertical (MO) is converting relative outperformance into shelf visibility, positioning it to test entry into the top 12 if competitor declines persist.
Notable Products
Lemon Fresh (3.5g) set the month’s tone with an 89.9% month-over-month surge to $77,697 and seized rank 1, while Grape Bubblegum (3.5g) advanced 52.6% and still sat at rank 4, indicating upside concentrated at the top of the Flower lineup. In contrast, Gelato #33 (3.5g) fell 33.7% to rank 9 and Gush Mints (3.5g) declined 14.8% at rank 6, a split that points to tightening consumer preference around a handful of winners. With eight of the top ten SKUs in Flower, the assortment is weighted toward inhalables, and the spread between a rank-1 riser at +89.9% and a rank-9 decliner at -33.7% implies Vertical (MO) is consolidating share by pushing a narrower set of high-velocity Flower strains.
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.
