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May-2026
Sales
Trend
6-Month
Product Count
SKUs
Avg Price
YoY Sales Change
YoY Price Change
Market Insights Snapshot
Willie's Reserve concentrated nearly half of May 2026 sales in Vapor Pens at 49.15% share, while Pre-Roll accounted for 36.44% and Flower 14.40%, a mix that shifted toward inhalables with Vapor Pens up 26.39% month over month and 25.99% year over year, and Pre-Roll up 14.38% MoM and 50.35% YoY. The outlier is Flower, where sales fell 92.64% YoY even as a 43.15% MoM rebound suggests inventory or distribution resumed, and the overall brand operated with a 6.17% YoY decline in average price as Vapor Pens carried a $29.70 average and Pre-Roll $18.87. Together with a 61.46% YoY brand sales contraction and a Vapor Pens category rank of 34 in Ohio, the pattern implies Willie's Reserve is leaning into higher-velocity pen and pre-roll segments to offset a collapsed Flower base.
With Vapor Pens now the plurality at 49.15% share and Pre-Roll growing 50.35% YoY, the brand’s positioning tilts toward convenience formats, trading some premium price for volume as indicated by a 6.17% YoY average price drop and a 26.39% MoM lift in pens. The 92.64% YoY decline in Flower alongside a 43.15% MoM bounce implies a tactical retreat from bulk-three-month windows toward episodic replenishment, which can sustain rank in Vapor Pens at 34 in Ohio but risks long-term depth in whole-flower credibility; the practical implication is a need to defend share in pens while deciding whether Flower remains a seasonal or strategic pillar.
Competitive Landscape
Willie's Reserve sits at rank #34 in OH Vapor Pens in May 2026, a 2-position drop from rank #36 year over year, and a 7-position slide from its 3-month peak at #27 in February 2026, implying share loss relative to peers despite category churn. Meanwhile, Certified (Certified Cultivators) moved from #2 to #1 with a 51.9% year-over-year sales increase, and Rove jumped from #12 to #4 with 106.5% YoY growth, indicating that upward mobility is concentrated among faster-growing competitors while Willie's Reserve lags in rank momentum. The contrast between Willie's Reserve’s 2-rank YoY improvement and its 7-rank decline since February 2026 implies recent quarter pressure outweighs annual gains, signaling a need to counter accelerating share capture by brands rising multiple ranks within a year.
Notable Products
Maui Wowie BDT Cartridge (1g) delivered the headline move in May 2026 with a 99.9% month-over-month gain while holding rank 1, contrasting with Headband Botanical Distillate Cartridge (1g) falling 35.5% at rank 10. Egyptian Kush Distillate Cartridge (1g) advanced 52.8% to rank 5, whereas Maui Waui Preroll (1g) declined 12.5% at rank 4; across the top ten, six SKUs are Pre-Rolls, concentrating mix even as Vapor Pens hold the top slot. The vapor portfolio shows divergent momentum with one surge near +100% and one drop over -30%, and Pre-Rolls range from +34.5% at rank 3 to -20.7% at rank 7, implying Willie's Reserve is tilting toward a two-speed strategy where hero Vapor Pens drive visibility while selective Pre-Rolls maintain breadth.
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.
