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Oct-2026
Sales
Trend
6-Month
Product Count
SKUs
Avg Price
YoY Sales Change
YoY Price Change
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In October 2026, XMG concentrated 97.90% of sales in Beverage while Edible accounted for 2.10%, indicating a sharper tilt toward Beverage as Edible contracted. Beverage declined 27.11% year over year and 18.04% month over month, while Edible fell 54.12% year over year and 8.16% month over month; the overall brand sales were down 28.01% year over year with a 4.78% increase in average price, and average Beverage price at $7.42. With Beverage ranking 1st in Alberta for the category and Ontario as the top market by sales, the mix suggests reliance on Beverage resilience relative to Edible and implies that category concentration is cushioning, but not preventing, aggregate declines.
The faster contraction in Edible (down 54.12% YoY and 8.16% MoM) versus Beverage (down 27.11% YoY and 18.04% MoM) implies XMG’s positioning is anchored in single-serve Beverage price points near $7.42 while ceding ground in cross-category basket roles; the 4.78% YoY price increase alongside a 36.03% 24‑month sales decline indicates pricing power has not translated into volume retention. Holding a Beverage rank of 1 in Alberta while Beverage share sits at 97.90% signals a market identity tied to Beverage leadership rather than portfolio breadth, implying future share stability depends on mitigating month-over-month Beverage softness and either exiting or reformatting the 2.10% Edible exposure.
Competitive Landscape
XMG sits at rank #2 in ON Beverage for October 2026, a 1-place drop year over year, after peaking at #1 in August 2026 and holding #2 over the last three months; the move from #1 to #2 implies slippage against faster risers. Versus holds #1 now versus #2 a year ago while growing sales by 27.4%, and Mollo remains at #3 with 6.0% YoY sales growth, indicating that gains at the top are being consolidated above XMG. With Mary Jones jumping from #8 to #4 on 74.6% YoY sales growth and Ray's Lemonade improving from #7 to #5 with 33.6% YoY growth, XMG’s flat three-month rank at #2 against multi-rank climbs nearby points to mounting pressure from both the leader and surging mid-pack brands; the trajectory suggests XMG must regain share momentum to defend its former #1 position.
Notable Products
XMG’s October 2026 sales are concentrated, with the top 10 items accounting for 75.0% of brand revenue and Zero - Cream Soda (10mg THC, 355ml) alone at 14.5%. This concentration sits almost entirely in beverages, so most of its sales ride on a tight core of carbonated drinks.
Peer avg: average price of the same product type and package size in the same states that month.
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.
