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Oct-2025
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Overview
Market Insights Snapshot
Virtue Cannabis has shown a dynamic performance across various categories and provinces, particularly in Alberta. In the concentrates category, the brand made significant strides, moving from the 20th position in July 2025 to an impressive 6th place by October 2025. This upward trajectory is indicative of a strong market presence and increasing consumer preference. Conversely, in the flower category, Virtue Cannabis hovered around the 40th rank, peaking at 36th place in October, which suggests a more stable but less dominant position in that segment. The pre-roll category in Alberta has been a consistent performer for the brand, maintaining a position within the top 20 throughout the months, which highlights the brand's strength and popularity in this product line.
In British Columbia, however, Virtue Cannabis faced challenges in maintaining a top 30 position in the pre-roll category, dropping out of the rankings by October 2025. This indicates potential competitive pressures or shifts in consumer preferences that the brand might need to address. Similarly, in Saskatchewan, Virtue Cannabis' presence in the pre-roll category was inconsistent, with rankings missing for August and October 2025. This inconsistency could point to fluctuating market dynamics or distribution issues that might require strategic adjustments. Overall, while Virtue Cannabis has demonstrated strength in certain markets and categories, there are areas where the brand could potentially improve its market penetration and stability.
Competitive Landscape
In the competitive landscape of the Pre-Roll category in Alberta, Virtue Cannabis has shown resilience, maintaining a consistent rank of 15th in both July and October 2025, despite a slight dip to 17th in August. This stability in ranking is noteworthy, especially when compared to competitors like Carmel, which fluctuated between 11th and 15th place, and BoxHot, which saw a significant rise from 17th to 11th before settling at 14th in October. Virtue Cannabis's sales have shown a positive trend, with a notable increase in October, contrasting with PIFF, which experienced a decline in both rank and sales during the same period. Meanwhile, Tribal has struggled to maintain a stable position, dropping out of the top 20 in September. This data highlights Virtue Cannabis's ability to maintain its market position amidst fluctuating competitor performances, suggesting a solid customer base and effective market strategies.
Notable Products
In October 2025, the Fruitloops Diamond Infused Pre-Roll 5-Pack (2.5g) maintained its position as the top-selling product from Virtue Cannabis, despite a notable drop in sales to 3328 units. The Galactic Glue Pre-Roll 3-Pack (1.5g) consistently held the second spot with a slight increase in sales, reflecting a steady demand. The Galactic Glue Blunt (1g) climbed to the third rank, showing an upward trend from previous months with sales reaching 1690 units. Newcomers such as the Black Triangle Kush Pre-Roll 3-Pack (1.5g) and Watermelon Mjto Ice Infused Blunt (1g) entered the top five, ranking fourth and fifth respectively, indicating a diversification in consumer preferences. These changes reflect a dynamic market where new products are gaining traction alongside established favorites.
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.
