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The pre-roll is often a favorite item for a cannabis smoker, and the numbers confirm its growing popularity. As a fast-growing category in the U.S., pre-rolls are boosting cannabis sales and growth across the country. With cannabis becoming more accessible and fostering a shared smoking experience, the demand for pre-rolls is poised to keep rising, outperforming expectations in numerous markets. Custom Cones USA analyzed data from 13 U.S. markets to uncover the latest trends and top-performing regions over the past year.
Top-Performing Pre-Roll Markets
The green rush hit California as the largest cannabis market in the U.S. California sold $749.3 million in pre-roll products from April 2023 to April 2024, making it the biggest pre-roll market in the U.S. by far for those 12 months, based on the data we collected for the report, “Top US Pre-Roll Markets Who’s Leading The Pack?”
This impressive figure is bolstered by April’s 420 celebrations, traditionally the highest sales month of the year. As such, our pre-roll sales reached $62.1 million in April 2024 alone. This surge underscores California’s dominant market presence and its consistent consumer base.
While it can be said the Golden State is the gold standard of cannabis markets, a closer look at the numbers shows a more complicated story. Our pre-roll sales data for April, while notable, shows sales were actually down 4 percent from April 2023, a decline that is reflective of the state of California’s cannabis market. Taxable cannabis sales in the Golden State decreased 4.7 percent from 2022 to 2023. Often described as a $6 billion market, annual California cannabis sales are actually less than $5 billion and have been in steady decline in recent years. This will be a market to watch as the years pass.
Michigan, with a population of around 10 million — less than a third of California’s — has emerged as the second-largest pre-roll market. It is hitting its stride as a major cannabis market and adult-use cannabis sales reached over $1.1 billion for the first four months of 2024, a 21 percent increase in sales from the same time period in 2023.
Michigan’s pre-roll sales have grown at a faster pace, exceeding $555.5 million in the 12-month span from April 2023 to April 2024. The state saw a remarkable 44.5 percent increase in monthly sales, from $36.1 million in April 2023 to $52.2 million in April 2024. Michigan’s pre-roll revenue is particularly notable given the average item price of $6.24, the lowest among the top five states and less than half the price of California’s $13.97 average. This affordability suggests that Michigan will continue to be a major player in the pre-roll market.
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Massachusetts follows in third place, with $297.7 million in pre-roll sales from April 2023 to April 2024. The state has seen steady growth, with April sales rising from $23.1 million last year to $25.5 million this year.
Arizona and Illinois round out the top five, with $204.4 million and $201.4 million in pre-roll sales, respectively, over the past year. Illinois experienced a 21 percent increase in pre-roll sales in April, from $15.1 million last year to $18.2 million in 2024.
Top-Performing Pre-Roll Products
Nationally, infused pre-rolls dominated the market during the largest shopping month of the year, accounting for 46.3 percent of total pre-roll sales and generating $110.6 million in April 2024, based on data pulled for our report, “The Hottest Pre-Rolls Trends of 2024.” Infused pre-rolls have gained momentum, especially in new markets with a growth of 40.4 percent year-over-year from April 2023 to April 2024. Infused pre-rolls also overtook single-strain hybrid as the highest selling pre-roll category in 2023 with over 1 billion in sales for the calendar year.
While infused pre-rolls are the fastest-growing segment, newer markets still favor the classic single-strain pre-roll. In younger markets, such as Illinois, Massachusetts, Missouri and Maryland, the single-strain hybrid pre-roll remains the top segment. However, infused pre-roll sales are catching up, as these markets mature and the cost of infused pre-rolls decreases due to increased concentrate supply.
Market Outlook
While pre-roll sales continue to rise, the overall average consumer price of a pre-roll is in decline. Despite the rise of premium infused pre-rolls, average pre-roll prices across all segments have dropped to $5.20 per unit in 2024 — down from a high of $6.06 per unit in 2022. One potential cause is that markets are getting more sophisticated, as more licenses are issued and more flower becomes available for pre-rolls. This leads to a dip in prices as supply rises to meet demand. This cycle can be seen in the three oldest recreational markets — Colorado, Washington, and Oregon — which have three of the four lowest prices of pre-rolls in the country for 2024. As markets become more saturated, pricing competition increases, creating downward pricing pressure. With more units being sold, however, there are opportunities aplenty for businesses looking to cash in on consumer demand for pre-rolls (even if the profit per unit isn’t necessarily as high).
The dynamic surge of the pre-roll market is driven by consumer demand and evolving preferences. As cannabis becomes more accessible and socially accepted, the popularity of infused pre-rolls is set to grow even further. The sales figures from top markets like California and Michigan highlight the potential for continued expansion in newer markets. As markets mature and new trends emerge, the pre-roll sector is poised to remain a cornerstone of cannabis consumption, uniting people through shared experiences.
