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Market Insights Snapshot
Edible held 68.87% share in May 2026 with a month-over-month jump of 29.89% but a year-over-year decline of 28.10%, while Topical accounted for 29.60% share with a 35.95% month-over-month drop against a 99.56% year-over-year increase. Tincture & Sublingual was 1.52% of mix with a 53.99% month-over-month fall and an 89.46% year-over-year decline, and the average price across the brand fell 8.24% year over year to $16.55. The pattern implies Zilla's is concentrating volume into Edible to offset volatility in Topical, but the double-digit year-over-year contraction across Edible and Tincture & Sublingual signals shrinking breadth even as short-term Edible momentum props up monthly results.
With Edible now nearly seven-tenths of sales and ranked 99th in Edible in Michigan, the 29.89% month-over-month lift in Edible alongside a 35.95% month-over-month drop in Topical suggests a tactical pivot toward lower-priced, higher-velocity SKUs. However, the 28.10% year-over-year decline in Edible combined with an 89.46% year-over-year fall in Tincture & Sublingual indicates reliance on a single category where competitive rank remains triple-digit, implying Zilla's positioning is skewing toward value-oriented Edible defensiveness rather than diversified demand capture.
Competitive Landscape
Zilla's sits at rank #99 in Michigan Edible for May 2026, a 6-place drop from #93 in May 2025, while improving 16 positions from #115 in February 2026, and still trailing its peak at #83 from April 2025; in contrast, Wyld held #1 year over year and in May 2026 despite a -17.0% YoY sales change, and Good Tide slipped from #4 YoY to #5 with a -20.3% YoY decline, indicating that Zilla's relative position erosion versus May 2025 alongside short-term rank recovery since February 2026 points to a brand stabilizing off a lower base rather than regaining its April 2025 peak.
Notable Products
CBD Assorted Gummy Butterflies (400mg CBD) posted the standout move in May 2026 with a +154.2% month-over-month surge to rank 1, while CBD/CBN 1:1 Calm & Sleep CBN Gummy Bears 20-Pack (100mg CBD, 100mg CBN) fell -22.1% and sits tied at rank 8. Blueberry Honey (200mg) advanced +98.4% into rank 4, contrasting with CBD Big Duck Dog Treats (1000mg CBD) slipping -3.1% at rank 6, a divergence that concentrates momentum in human Edibles over pet treats. At least seven of the top ten are Edible SKUs, and the only Topical at rank 5 grew just +2.9%, implying the growth engine is skewing toward confectionary formats rather than non-ingestibles. The pattern implies Zilla's is consolidating demand around high-potency edible gummies, giving the brand room to prioritize candy-like form factors over ancillary formats for near-term gains.
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.
