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Dec-2025
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Overview
Market Insights Snapshot
Virtue Cannabis has demonstrated notable fluctuations in its performance across different categories and regions. In Alberta, the brand has shown a strong presence in the concentrates category, with a significant jump from 18th to 7th place between September and October 2025, though it slightly dipped to 15th in November before recovering to 9th in December. This indicates a dynamic market presence and the potential for growth in this category. In contrast, their flower category rankings in Alberta have been consistently outside the top 30, though they have shown a gradual improvement, moving from 40th to 33rd over the four-month period. This suggests room for improvement in their market strategy for this category.
In British Columbia, Virtue Cannabis's performance in the pre-roll category has been inconsistent, as evidenced by their rankings fluctuating from 72nd in September to 75th in December, with a period of not ranking in October. This inconsistency highlights a challenge in maintaining a stable market position in this region. Meanwhile, in Saskatchewan, the brand's pre-rolls have seen a varied performance, with rankings falling out of the top 30 in November but recovering to 36th in December. This suggests that while there are challenges, there is also potential for Virtue Cannabis to solidify its presence in the pre-roll category in Saskatchewan with strategic adjustments.
Competitive Landscape
In the competitive landscape of the Alberta pre-roll market, Virtue Cannabis has demonstrated resilience and adaptability amidst fluctuating rankings and sales dynamics. Over the last quarter of 2025, Virtue Cannabis experienced a slight dip in rank from 13th in November to 15th in December, despite maintaining relatively stable sales figures. This suggests that while Virtue Cannabis is holding its ground in terms of sales, competitors are making more significant gains. Notably, Pistol and Paris showed a remarkable ascent, climbing from 21st in November to 14th in December, with sales surpassing Virtue Cannabis during this period. Meanwhile, Thumbs Up Brand and Tribal have also made upward movements in rank, indicating a competitive pressure that Virtue Cannabis must navigate. The data suggests that while Virtue Cannabis remains a strong player, strategic adjustments may be necessary to counter the advances of these emerging competitors and regain its upward momentum in the rankings.
Notable Products
In December 2025, the Fruitloops Diamond Infused Pre-Roll 5-Pack maintained its top position among Virtue Cannabis products, showing a notable sales increase to 5499 units. The Galactic Glue Pre-Roll 3-Pack held steady at the second rank, although its sales decreased compared to previous months. The Banjo Pre-Roll 3-Pack remained third, consistent with its November rank. Black Triangle Kush Pre-Roll 3-Pack also retained its fourth place, showing slight fluctuations in sales. The Galactic Glue Blunt dropped to fifth place, continuing its downward trend from 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.
