Pre‑rolls have surged to become the top‑selling cannabis product in the United States, posting a near‑20% sales increase in 2025 and overtaking traditional flower.
Pre‑Rolls Lead U.S. Cannabis Sales
Sales topped $3.6 billion, a 9.8% rise year‑over‑year, with more than 383 million units sold—representing 15.9% of total market share, according to Custom Cones USA’s State of the Pre‑Roll Market 2025 and data from analytics firm Headset.
What Fuels the Pre‑Roll Boom?
Three trends power the category’s growth: high‑potency infused pre‑rolls, which generated $1.68 billion (47% of category revenue); bulk multipacks that now fill nearly half of store shelves; and strong Millennial demand, accounting for 44% of total pre‑roll revenue.
- Infused pre‑rolls: $1.68 billion, 47% of category revenue.
- Bulk purchases: multipacks represent almost 50% of available products.
- Millennials: 44% of pre‑roll revenue comes from this demographic.
Strategic Moves Shape the Market
Custom Cones USA CEO Harrison Bard noted, “Pre‑rolls are no longer an afterthought. They have matured into a highly competitive, innovation‑driven category where brands win through quality, scale and smart branding.”
Brands pursue two strategies: premium labels focus on infused multipacks with distinctive flavors and high potency, while volume‑driven brands target affordable single‑gram joints to move millions of units.
Profit Margins and Future Outlook
The pre‑roll segment averages a 47% gross margin, with vertically integrated house brands reaching up to 55%.
Custom Cones USA forecasts revenue of $4 billion in 2026 and $5.2 billion by 2030 as the category continues its expansion.
