If it seems like there are more pre-roll options than ever on dispensary shelves, you are not wrong. For the first time ever, pre-rolls have supplanted flower at the top of the sales charts, growing faster and moving more units than any other category in 2025.
According to a newly released industry report from Custom Cones USA and DaySavers, pre-rolls generated $3.6 billion in sales last year, with more than 383 million units sold across the country. To put that in perspective: that’s more than one pre-roll for every American.
It’s the fifth consecutive year of growth for the pre-rolls, which are not only the fastest growing category in the industry, but one that has consistently outperformed every other form, and the industry as a whole for half a decade.
That’s causing a seismic shift for the industry that is seeing customers finding new and exciting ways to consume cannabis.
Why Pre-Rolls?
The simple answer is convenience. Pre-rolls are an easy, grab-and-go product with a low price point that allows for experimentation from newcomers and experience heads alike.
But it is also a major hub of innovation for the industry, with new forms and premium add-ons that always deliver a new experience for smokers.
For example, one of the major trends in pre-rolls is in the infused segment, which combine flower with concentrates for higher potency and more flavor, and saw the highest growth of any segment, $1.68 billion, or about 47% of all pre-roll sales.
However, by sheer numbers, the segment smokers are flocking to is the Single Strain Hybrid, which moved 175.6 million units, but “only” pulled in $1.3 billion because of a lower price point.
What are the Top Brands?
The top-selling brand in the country by revenue is California-based powerhouse Jeeter, known for its flashy branding and its premium infused pre-rolls. With top-shelf infused products and an average item price just over $23, Jeeter took in $253.2 million, more than double the sales of its closest competitor, STIIIZY.
However, when we look at who is moving the most units, the winner by far is Michigan’s Dragonfly Cannabis. Located in the state that buys more pre-rolls than any other, Dragonfly has built its business on volume and repeat customers, selling 22.6 million units at an average price point of $1.34 and generating $30.5 million in revenue.
It’s two distinct strategies, but the wide range of products and price points available is why the category continues to grow in popularity.
Multi-Packs
One thing is for sure is that pre-roll multi-packs are taking dispensaries by storm. Multi-packs saw their biggest growth in five years and now account for nearly 49% of all pre-roll products sold including 90 of the top 100 products.
The 2.5-gram 5-pack is particularly popular, generating $600 million in sales. It makes sense, multi-packs offer variety, value and the ability to share without committing to one big joint.
Photo by Lany-Jade Mondou /pexels.com
Who is Buying?
The pre-roll category offers something for everyone, which is why it popular among every generation of cannabis buyer. But for one generation in particular, the pre-roll is the clear favorite: Millennials.
According to the number, Millennials make up 43.9% of all pre-roll revenue, or about $1.6 billion in sales. And though men account for about 60% of both pre-roll products bought and money spent, Millennial women jump both Gen X and Gen Z men on the charts to take second place behind Millennial men
That said, pre-rolls saw growth in revenue and sales across every demographic in 2025, once again showing the wide appeal of pre-rolls in general.
Photo by Los Muertos Crew/pexels.com
What’s Next?
Predicting the future in this industry is nearly impossible, but one thing is for sure: there will be pre-rolls and they will keep surprising us.
Infused pre-rolls are obviously going to keep growing as more producers find new and interesting ways to combine flower and concentrates to create potent and flavorful combinations, and multi-packs are definitely here to stay.
But the pre-roll category also leans into innovation and we expect to see the rise of premium experiences, with more smokers reaching for options with premium filter tips like wood, glass or ceramic that promise smoother, cooler hits and more flavor per pull.
Pre-rolled blunts are also a category to keep an eye on, as producers lock in on a segment with growing demand.
Prices should also continue to drop as flower – and concentrates – continue to become more economical to produce.
However you look at it, the bottom line for consumers is a market that’s maturing in their favor: more choices, more formats, better quality and prices for every budget.
Whether you’re a first-time buyer or a longtime enthusiast, the pre-roll section at your dispensary is only going to get more interesting.
Brian Beckley spent 20 years as an award-winning newspaper journalist and editor, covering cities on both coasts before becoming Managing Editor of Marijuana Venture magazine, where he covered all aspects of the cannabis industry for five years. In his role with the magazine, he spoke at numerous cannabis conferences and hosted several media panels. Brian joined Custom Cones USA and DaySavers as lead copywriter & editorial strategist in 2023.
