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Aug-2025
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Overview
Market Insights Snapshot
Virtue Cannabis has shown varied performance across different product categories and regions. In Alberta, the brand has demonstrated a strong presence in the Pre-Roll category, maintaining a consistent ranking within the top 15 brands from May to August 2025. This stability indicates a solid market position and consumer preference for their Pre-Roll products. However, in the Flower category, their ranking has slipped from 36th in May to 43rd in August, suggesting a potential area for improvement. The Concentrates category shows a positive trend, with Virtue Cannabis improving its rank from outside the top 30 in May to 21st by July, although it slightly declined to 24th in August.
In British Columbia, Virtue Cannabis appears to be facing challenges in the Pre-Roll category. Their rankings have remained outside the top 60, peaking at 65th in July before dropping again to 69th in August. Despite the lower rankings, there has been a noticeable increase in sales from May to August, which could indicate growing consumer interest that has yet to translate into higher rankings. This trend suggests that while Virtue Cannabis is gaining traction in terms of sales volume, there is still significant room for improvement in their competitive positioning within the British Columbia market.
Competitive Landscape
In the competitive landscape of the Pre-Roll category in Alberta, Virtue Cannabis has demonstrated a steady performance, maintaining a consistent presence in the rankings from May to August 2025. Despite facing stiff competition, Virtue Cannabis improved its rank from 14th in July to 15th in August, showcasing a positive trend in sales growth. Notably, Thumbs Up Brand experienced a decline in rank, dropping from 12th in May to 17th by August, indicating a significant decrease in sales. Meanwhile, BoxHot showed an upward trajectory, moving from 17th in May to 14th in August, with a notable surge in sales during the same period. PIFF also improved its position, climbing from 14th in May to 13th in August, reflecting a strong sales performance. These shifts highlight the dynamic nature of the market, where Virtue Cannabis remains competitive, leveraging its consistent sales growth to maintain its market position amidst fluctuating ranks of its competitors.
Notable Products
In August 2025, the top-performing product from Virtue Cannabis was the Fruitloops Diamond Infused Pre-Roll 5-Pack (2.5g), maintaining its consistent rank of 1 since May, although its sales have decreased to 4966. The Galactic Glue Pre-Roll 3-Pack (1.5g) held its rank at 2, showing a significant sales increase compared to previous months. The Watermelon Mjto Ice Diamond Infused Pre-Roll 5-Pack (2.5g) remained steady at rank 3, despite a decline in sales figures. Galactic Glue Blunt (1g) consistently ranked 4th, with a slight drop in sales. Newly entering the top five is the Watermelon Mjto Ice Infused Blunt (1g), debuting at rank 5 in August.
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.
