As consumer preferences lean more toward convenience, pre-rolled joints have transformed from a niche product into a major player in the cannabis industry. According to a recent study by Custom Cones USA and Headset, pre-rolls saw the largest growth among all cannabis categories between June 2023 and June 2024, with a sales increase of 11.89%. During that time, over 394 million pre-roll units were sold, generating more than $4.1 billion in revenue.
Harrison Bard, co-founder and CEO of Custom Cones USA, explained that improvements in quality and declining prices have fueled this growth. Adam Coates, Chief Revenue Officer of Decibel Cannabis Co., which produces Canada’s leading pre-roll brand, General Admission, also attributed the surge to consumer demand for convenience. He pointed out that pre-rolls are becoming popular for the same reason that all-in-one vape pens are gaining traction: they offer immediate, hassle-free consumption.
The study revealed that infused pre-rolls, which combine cannabis flower with concentrates like distillates or kief, have taken the lead as the top-selling type of pre-roll in the U.S., capturing 43.4% of the market. In the first half of 2024 alone, infused pre-rolls accounted for 44.4% of sales, generating $1.75 billion. These high-potency products have surpassed single-strain and hybrid pre-rolls in popularity, reflecting a consumer preference for premium options.
Multipack pre-rolls have also grown in popularity, offering consumers better value and manufacturers reduced packaging costs. Between January 2023 and June 2024, revenue from multipacks increased by 43%, rising from $89.1 million to $127.4 million.
With pre-rolls now ranking as the third-largest cannabis category behind flower and vape pens, their convenience is attracting both seasoned users and newcomers alike. As consumers increasingly seek ready-to-use products, the pre-roll segment is expected to continue its upward trajectory in the coming years.
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