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Nov-2025
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Overview
Market Insights Snapshot
In Alberta, Virtue Cannabis has shown a dynamic performance across multiple categories. Notably, in the Concentrates category, the brand has experienced significant movement, climbing from the 28th position in August 2025 to a high of 7th in October before settling at 15th in November. This indicates a strong upward momentum, although there was a slight dip towards the end of the period. In the Flower category, Virtue Cannabis has consistently improved its rank, moving from 42nd in August to 35th in November, suggesting a steady increase in consumer preference or market penetration. However, in the Pre-Roll category, while the brand maintained a strong presence, its sales showed a slight decline from September to November, which could warrant further analysis to understand underlying factors.
In contrast, the performance of Virtue Cannabis in British Columbia and Saskatchewan paints a different picture. In British Columbia's Pre-Roll category, Virtue Cannabis did not make the top 30 in October 2025, indicating a potential challenge in maintaining a competitive edge in this market. The brand's rank fluctuated significantly, from 59th in August to 87th in November, highlighting a need for strategic adjustments. Similarly, in Saskatchewan, Virtue Cannabis was unable to maintain its presence in the top 30 ranks after September in the Pre-Roll category, suggesting potential market saturation or increased competition. These variations across provinces suggest that while Virtue Cannabis is making strides in some areas, there are markets where it faces significant challenges.
Competitive Landscape
In the competitive landscape of the Pre-Roll category in Alberta, Virtue Cannabis has shown a promising upward trajectory in rankings over the past few months. Starting from a rank of 17th in August 2025, Virtue Cannabis has climbed to 13th by November 2025. This improvement in rank is notable, especially when compared to brands like Shred, which maintained a steady 12th position, and Carmel, which saw a slight decline in sales despite a stable rank. Meanwhile, Dab Bods experienced a drop from 8th to 11th, indicating a potential opportunity for Virtue Cannabis to capitalize on shifting consumer preferences. The consistent sales figures of Virtue Cannabis, despite a competitive market, suggest a growing brand loyalty and market presence that could lead to further rank improvements if the trend continues.
Notable Products
In November 2025, the top-performing product for Virtue Cannabis was the Fruitloops Diamond Infused Pre-Roll 5-Pack (2.5g), maintaining its number one rank consistently since August despite a fluctuation in sales, with November figures at 3977. The Galactic Glue Pre-Roll 3-Pack (1.5g) held steady at the second position across the months, reflecting stable popularity. Newly ranked in November, Banjo Pre-Roll 3-Pack (1.5g) debuted at the third position, indicating a strong market entry. Meanwhile, Black Triangle Kush Pre-Roll 3-Pack (1.5g) climbed to the fourth rank, showing a positive trend from its initial ranking in October. The Galactic Glue Blunt (1g) experienced a dip, dropping from third in October to fifth in November, suggesting a shift in consumer preference within the Pre-Roll category.
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.
