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Feb-2026
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Overview
Market Insights Snapshot
Virtue Cannabis has demonstrated varied performance across different categories and provinces. In Alberta, the brand has shown a notable presence in the concentrates category, ranking within the top 20 throughout the observed months, although there was a slight decline from 10th in December 2025 to 19th by February 2026. This suggests a fluctuating but consistent demand for their concentrates. However, the flower category in Alberta presents a more challenging picture, with Virtue Cannabis not breaking into the top 30 rankings, indicating potential areas for growth or increased competition. The pre-roll category in Alberta also shows a downward trend, with rankings dropping from 14th in November 2025 to 23rd in February 2026, which could reflect shifting consumer preferences or heightened market competition.
In British Columbia, Virtue Cannabis's performance in the pre-roll category is less robust, with rankings consistently outside the top 30, peaking at 76th in January 2026. This suggests a significant opportunity for market penetration or product differentiation in this province. Meanwhile, in Saskatchewan, the brand's pre-rolls have shown a more favorable trajectory, improving from 58th to 35th over the same period, which might indicate growing brand recognition or consumer satisfaction. This upward trend in Saskatchewan could be a strategic focus for Virtue Cannabis to capitalize on its growing popularity and potentially replicate this success in other markets.
Competitive Landscape
In the competitive landscape of the Pre-Roll category in Alberta, Virtue Cannabis has experienced a notable shift in its market position from November 2025 to February 2026. Initially ranked at 14th in November, Virtue Cannabis saw a decline to 23rd by February, indicating a downward trend in its market standing. This change is significant when compared to competitors like Simply Bare, which improved its rank from 29th to 21st during the same period, and Carmel, which maintained a relatively stable position, fluctuating between 15th and 22nd. The sales trajectory for Virtue Cannabis also reflects this decline, with a consistent decrease in sales figures over the months, contrasting with the upward sales trend of Pure Sunfarms, which improved its rank from 38th to 25th. These dynamics suggest that Virtue Cannabis may need to reassess its strategies to regain its competitive edge in the Alberta Pre-Roll market.
Notable Products
In February 2026, Virtue Cannabis saw Fruitloops Diamond Infused Pre-Roll 5-Pack (2.5g) maintain its top position as the leading product, despite a decline in sales to 2410 units. Galactic Glue Pre-Roll 3-Pack (1.5g) climbed back to second place after slipping to third in January. Banjo Pre-Roll 3-Pack (1.5g) dropped to third place, continuing its descent from the second position in January. Galactic Glue Blunt (1g) made a notable entry into the rankings at fourth, showing improvement from previous months. Mac 10 Caviar (1g) remained steady in fifth place, consistent with its debut ranking in January.
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.
