Pre-Rolls Overtake Flower as Top Cannabis Product Category in the U.S.

Key Takeaways

• Pre-rolls became the top-selling cannabis product in the U.S. in 2025, generating $3.6 billion in revenue
• Growth is driven by convenience, especially among new and casual consumers
• Infused pre-rolls are fueling the next wave, but raise concerns around potency and tolerance
• Quality can be inconsistent, with some products made from lower-grade material
• Rolling your own often delivers better quality, control, and long-term value

According to a recent report by Custom Cones USA, based on Headset retail data, pre-rolls generated approximately $3.6 billion in revenue last year. More than 383 million units were sold, giving the category a 15.9% share of the total cannabis market.

This marks a prominent shift. For years, flower-dominated cannabis sales, but pre-rolls have now surpassed it, driven by convenience, product innovation, and aggressive branding.

A Category Built on Convenience

The rise of pre-rolls is not particularly surprising when you look at consumer behavior. Pre-rolls eliminate friction. There is no grinding, no rolling, no preparation. For casual users and new consumers entering legal markets, that simplicity is a major advantage.

This is especially relevant as the industry continues to move toward mainstream adoption. Products that require less knowledge or effort tend to scale faster — and pre-rolls fit that model perfectly.

The category also saw nearly 10% year-over-year growth, with total sales rising 18.6%, continuing a strong upward trend that has been building over the past five years.

From Byproduct to Billion-Dollar Segment

Pre-rolls were not always a premium product. Historically, they were often made using leftover trim — essentially a way for producers to monetize lower-quality material.

That perception is changing.

“Pre-rolls are no longer an afterthought,” said Harrison Bard, CEO of Custom Cones USA. “What started as a trim byproduct has evolved into a highly competitive, innovation-driven category.”

Today, many brands are investing heavily in production quality, consistency, and presentation. Multi-packs, infused pre-rolls, and branded experiences are now standard in competitive markets.

Single 1-gram pre-rolls still dominate in volume, generating around $1.44 billion in revenue in 2025, but multi-pack formats are growing rapidly as consumers seek value and variety.

Infused Pre-Rolls Are Driving the Next Wave

One of the most important trends highlighted in the report is the rise of infused pre-rolls — joints enhanced with concentrates such as hash, kief, or oils.

Manufacturers widely expect this segment to lead the next phase of growth. These products offer higher potency and a more intense experience, appealing to experienced users seeking stronger effects.

However, this trend also raises some questions around consumer awareness and tolerance, especially as potency levels continue to climb across the industry.

Why Pre-Rolls Are Not Always the Smartest Choice

While pre-rolls are winning commercially, they may not be the best option for consumers.

One of the main concerns is product transparency. Unlike whole flower, where consumers can visually inspect quality, pre-rolls are opaque by design. Buyers often have limited insight into the material inside.

In lower-tier products, pre-rolls may still be made from trim, shake, or older batches of flower that would be harder to sell on their own. Even in regulated markets, quality can differ greatly among brands.

There are also performance issues. Poorly packed pre-rolls can burn unevenly, clog, or deliver an inconsistent experience. These are not rare problems, especially in mass-produced segments.

From a cost perspective, pre-rolls can also be less efficient. Customers often pay a premium for the convenience, even when the underlying material is not superior.

A Product Built for Scale — Not Always for Quality

The dominance of pre-rolls says a lot about where the cannabis industry is heading.

This category is optimized for scalability. It is easy to produce at volume, brand, and sell — especially to new consumers. That makes it extremely attractive for operators.

But that same scalability can come at the expense of quality control and consumer education.

For experienced users, buying high-quality flower and rolling it yourself often remains the better option for both value and experience.

Who Is Driving Demand?

The report also found that millennials are the most active pre-roll consumers, accounting for roughly 44% of total sales.

This is consistent with broader industry trends. Millennials represent a large portion of the legal cannabis market and tend to favor products that are convenient, familiar, and easy to integrate into their routines.

The Bigger Picture

Pre-rolls taking the number one spot is less about the product itself and more about how the cannabis market is evolving.

As legalization expands and new consumers enter the space, demand shifts toward simplicity and accessibility. Pre-rolls deliver both.

The key question moving forward is whether the category continues to mature toward higher-quality standards—or remains primarily a volume-driven segment built around convenience.

For now, one thing is clear: pre-rolls are no longer simply an add-on product. They are one of the central pillars of the modern cannabis industry.