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May-2026
Sales
Trend
6-Month
Product Count
SKUs
Avg Price
YoY Sales Change
YoY Price Change
Market Insights Snapshot
Virtue Cannabis entered May 2026 with a category mix led by Pre-Roll at 61.10% share, down 56.46% year over year and 2.82% month over month, while Flower held 30.51% share with a 13.26% year-over-year decline and a 0.31% month-over-month slip; Concentrates rose to 8.39% share on a 4,555.02% year-over-year jump but fell 17.39% month over month. The brand’s average price declined 9.65% year over year to $31.34, and in Alberta the Pre-Roll rank sat at 28, indicating category leadership in mix but weakened velocity; together, these shifts imply a reliance on a softening Pre-Roll base that is not being offset by nascent Concentrates growth.
With Pre-Roll share still above 60% alongside a 56.46% year-over-year drop and a rank of 28 in Alberta, positioning skews toward value-seeking segments where price cuts of 9.65% year over year have prioritized retention over premium yield; meanwhile, Flower’s lighter 13.26% year-over-year decline and 0.31% month-over-month dip suggest steadier core demand even as Concentrates’ 4,555.02% year-over-year surge lacks month-over-month follow-through at minus 17.39%. The pattern implies the brand is migrating from a Pre-Roll-heavy profile toward a more diversified mix where Flower provides stability and Concentrates offer optionality, but near-term momentum depends on improving Pre-Roll rank and converting Concentrates’ spike into sustained share above 8.39%.
Competitive Landscape
Virtue Cannabis sits at rank #28 in AB Pre-Roll in May 2026, down 14 positions year over year from #14, and 2 places lower than February 2026 when it held #26; against this, the brand’s peak of #13 in November 2025 marks a 15-rank slide to today. In contrast, General Admission held #1 both year over year and in May 2026 despite a -29.3% YoY sales change, while Back Forty / Back 40 Cannabis advanced from #7 to #2 on 72.7% YoY sales growth; Good Supply moved from #11 to #5 with a 46.96% YoY lift. The combination of a 14-place YoY decline and a drop from #26 to #28 in the last three months implies Virtue Cannabis is ceding share to faster-moving competitors and will need either pricing or assortment resets to halt further rank erosion.
Notable Products
Fruitloops Diamond Infused Pre-Roll 5-Pack (2.5g) posted the steepest movement in May 2026 at -19.7% MoM while holding rank 2, contrasting with Banjo Pre-Roll 3-Pack (1.5g) up 48.8% MoM at rank 1 and Galactic Glue Blunt (1g) up 34.7% at rank 3. Four of the top ten are Galactic Glue or Watermelon Ice variants concentrated in Pre-Roll formats, with Galactic Glue Blunt 5-Pack (2.5g) up 8.5% at rank 4 and Raspberry Lemonade Diamond Infused Pre-Roll 5-Pack (2.5g) up 10.3% at rank 7. The spread between a declining infused multi-pack at rank 2 and gains in smaller 3-pack SKUs at ranks 1 and 5 implies a mix tilt toward accessible pack sizes and flavor-led singles that can buffer volatility in higher-priced infused lines.
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.
