.svg){kind=small}
Sep-2025
Sales
Trend
6-Month
Product Count
SKUs
Overview
Market Insights Snapshot
Virtue Cannabis has demonstrated varied performance across different categories and regions, showcasing notable trends and movements. In the Alberta market, the brand has seen a commendable rise in the Concentrates category, moving from rank 24 in June 2025 to an impressive rank 16 by September 2025. This upward trajectory is supported by a significant increase in sales, indicating growing consumer preference. However, in the Flower category within Alberta, Virtue Cannabis consistently ranked outside the top 30, highlighting a potential area for improvement or a strategic shift. Meanwhile, the Pre-Roll category in Alberta maintained a stable presence, with ranks hovering around 14 to 16, suggesting a steady demand for their products.
In contrast, the performance of Virtue Cannabis in British Columbia and Saskatchewan reveals challenges and opportunities. In British Columbia, the Pre-Roll category experienced a fluctuating ranking, peaking at 65 in July but slipping to 75 by September 2025, despite a brief increase in sales during the summer months. This inconsistency might suggest a competitive market environment or shifts in consumer preferences. In Saskatchewan, the Pre-Roll category saw a decline from rank 37 in June to 50 in August, before recovering slightly to 45 in September. This suggests potential volatility in market dynamics or brand positioning within the province. Overall, while Virtue Cannabis has shown strengths in certain categories and regions, there remains room for strategic adjustments to enhance their market presence further.
Competitive Landscape
In the competitive landscape of the pre-roll category in Alberta, Virtue Cannabis has experienced a slight decline in its ranking from June to September 2025, moving from 14th to 16th place. Despite this drop, Virtue Cannabis maintains a competitive edge with relatively stable sales figures compared to its peers. Notably, PIFF has shown a strong performance, consistently ranking higher than Virtue Cannabis and even improving its sales significantly in August. Meanwhile, Carmel has demonstrated volatility in its ranking but has managed to surpass Virtue Cannabis in September. Thumbs Up Brand has maintained a steady position just above Virtue Cannabis, although its sales have seen a downward trend. Good Buds remains lower in rank but has shown a positive sales trajectory. These dynamics suggest that while Virtue Cannabis remains a strong contender, it faces stiff competition from brands like PIFF and Carmel, which are gaining traction in the market.
Notable Products
In September 2025, the top-performing product for Virtue Cannabis was the Fruitloops Diamond Infused Pre-Roll 5-Pack (2.5g) in the Pre-Roll category, maintaining its first-place rank since June 2025 despite a gradual decline in sales to 4660 units. The Galactic Glue Pre-Roll 3-Pack (1.5g) held steady at second place, showing consistent sales figures with a slight increase to 3473 units. The Galactic Glue Blunt (1g) improved its ranking from fourth in August to third in September, indicating a positive sales trend. Meanwhile, the Watermelon Mojito Ice Diamond Infused Pre-Roll 5-Pack (2.5g) dropped to fourth place after previously ranking as high as second in July, reflecting a notable decrease in sales. The newly introduced Watermelon Mjto Ice Infused Blunt (1g) debuted at fifth place, marking its entry into the market.
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.
