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Oct-2024
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Overview
Market Insights Snapshot
Wagners' performance across various categories in Ontario exhibits a notable downward trend over the months from July to October 2024. In the Concentrates category, Wagners started strong with an 8th rank in July but slipped to 17th by October, reflecting a continuous decline in sales. Similarly, in the Flower category, Wagners was ranked 29th in July, which fell to 44th by October, indicating a consistent drop in their market presence. This downward movement was also evident in the Pre-Roll category, where the brand started at 36th and ended at 70th, showing a significant decline in consumer interest. Despite these challenges, Wagners maintained a steadier position in Vapor Pens, starting and maintaining at 28th through August before dropping to 40th in October, which suggests some resilience in this category.
In Saskatchewan, Wagners had a strong start in the Concentrates category, securing the 4th position in July. However, the absence of rankings in the subsequent months could indicate a loss of competitive edge or market exit, which is a critical point for stakeholders to consider. The lack of data for the later months means Wagners was not within the top 30 brands, highlighting a significant shift in their market dynamics in Saskatchewan. This stark contrast between their initial performance and subsequent absence from the rankings could suggest strategic shifts or external market pressures impacting their operations in the province. The data from both provinces underscores the need for Wagners to reassess their market strategies to regain and sustain their competitive positions.
Competitive Landscape
In the competitive landscape of the Flower category in Ontario, Wagners has experienced a notable decline in both rank and sales over the past few months. Starting from a strong position at rank 29 in July 2024, Wagners has slipped to rank 44 by October 2024, indicating a downward trend. This decline contrasts with competitors such as Cookies, which improved its rank from 46 to 43 during the same period, and QWEST, which made a significant leap from rank 94 in July to 45 in October. Despite Wagners' higher sales figures compared to these brands, the consistent improvement in rank by competitors like Station House and EastCann suggests a shift in consumer preferences or competitive strategies that Wagners may need to address to regain its standing in the market.
Notable Products
In October 2024, the top-performing product from Wagners was the Cherry Jam Pre-Roll 3-Pack (1.5g) in the Pre-Roll category, maintaining its number one rank for four consecutive months, despite a decrease in sales to 5782 units. Pink Bubba (7g) in the Flower category also held its consistent second place position since July 2024. The Pink Bubba Pre-Roll 3-Pack (1.5g) improved its rank to third place in October, up from fourth in September. Notably, the Cherry Jam Super Sour Blasters Gummies 2-Pack (10mg) entered the rankings for the first time in October, securing the fourth spot. Meanwhile, the Cherry Jam Distillate Disposable (1g) dropped to fifth position after reaching as high as third in September.
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.
