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Jun-2024
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Overview
Market Insights Snapshot
Zero Proof has shown a consistent performance in the Beverage category in Illinois. Starting from a strong position of 5th place in March 2024, the brand experienced a slight decline, moving to 8th place in both April and May, and then to 9th place by June. This downward trend, while not drastic, indicates a need for the brand to reassess its strategies to maintain its competitive edge in the Illinois market. Despite the rankings drop, Zero Proof's sales figures reveal a relatively stable performance, with only minor fluctuations in monthly sales, suggesting a loyal customer base that continues to support the brand.
Analyzing the broader picture, Zero Proof's absence from the top 30 rankings in other states and categories highlights both challenges and opportunities. The lack of presence in additional states or categories could be seen as a limitation in brand reach or market penetration. However, it also presents a significant growth opportunity for Zero Proof to expand its footprint beyond Illinois. By focusing on strategic marketing and perhaps diversifying its product offerings, Zero Proof could potentially break into new markets and improve its standings in the Beverage category across various states.
Competitive Landscape
In the Illinois beverage category, Zero Proof has experienced notable fluctuations in its rank and sales over the past few months, indicating a dynamic competitive landscape. In March 2024, Zero Proof held a strong position at rank 5, but it saw a decline to rank 8 in April and maintained this position in May before dropping further to rank 9 in June. This downward trend contrasts with the performance of competitors such as Artet, which consistently held higher ranks, starting at 6 in March and only dropping to 10 by June, and Señorita, which improved its rank from 7 in March to 6 in May before slightly dropping to 7 in June. Meanwhile, Vibations showed a significant upward trend, moving from outside the top 20 in March to rank 8 by June. These shifts suggest that while Zero Proof remains a competitive player, it faces increasing pressure from brands like Artet and Vibations, which have shown more consistent or improving performance in the Illinois market.
Notable Products
In June 2024, the top-performing product for Zero Proof was Squeeze - Dash of Sweet Beverage Enhancer (100mg THC, 20ml), maintaining its number one rank from the previous month with sales of 1157 units. Squeeze - Dash of Lime Beverage Enhancer (100mg) held the second position, although its sales dropped to 571 units. Squeeze - Dash of Cherry Drink Enhancer (100mg THC, 20ml) remained in the third spot, continuing its consistent performance over the months. Squeeze - Dash Of Orange Drink Enhancer (100mg) improved its rank to fourth place, showing a significant increase in sales. Berry Cherry Stir Drink Mix 6-Pack (30mg) stayed in the fifth position, with a slight increase in sales from the previous month.
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