The Rise of Pre-Rolls: A Game Changer in Cannabis Consumption
Pre-rolls, once considered a beginner’s tool for those unable to roll their own joints, have grown into one of the most lucrative segments in the cannabis market. Once regarded with skepticism, these convenient, pre-packaged joints, now called “pre-rolls,” have surged in popularity, becoming a significant revenue generator in the cannabis industry. According to a recent report from Custom Cones USA, Headset, and Lake Superior State University, Americans consumed over 316 million pre-rolls in 2024, contributing to a staggering $3.1 billion in sales and representing over 15% of the total legal cannabis market.
What accounts for this explosive growth? The answer lies in two key factors: infusion and innovation.
Infusion and Innovation: The Driving Forces
The report highlights that infused pre-rolls, which incorporate concentrates such as hash, oil, or kief, dominate the market, accounting for 44.4% of pre-roll sales. Additionally, multi-pack formats, including five- and ten-packs, comprise nearly half of all pre-roll sales. The top motivators for consumers are potency, pricing, and brand identity, with approximately 80% consuming cannabis multiple times daily.
This paradigm shift has led to significant changes in how pre-rolls are produced and marketed. Automation has become commonplace among leading brands, utilizing sophisticated infusion technologies and premium materials to differentiate themselves. Companies like Jeeter, based in California, have capitalized on the luxury appeal by creating kief-and-diamond-infused joints, generating a whopping $245 million in sales. Meanwhile, brands like Dragonfly Cannabis have excelled in volume, selling over 12 million pre-rolls at an average price of just $2.38 each in 2024.
The cannabis market remains fiercely competitive. While local operators such as Goodlyfe Farms and The Refinery have made their mark, multi-state operators (MSOs) and publicly traded companies are at the forefront of industry scaling and consolidation. Brands like GTI-backed Dogwalkers and STIIIZY exemplify how national presence and access to capital can translate into market leadership.
In this competitive landscape, brand loyalty is paramount. The pre-roll segment stands as the battleground for this loyalty.
The Top 10 Pre-Roll Brands of 2024
From affordable options to luxury infused collectibles, below are the brands that dominated the pre-roll segment in 2024. Some operate successfully within single states, while others harness national distribution networks and automation to achieve their success. Each brand has crafted a unique strategy for achieving market dominance.
1. Jeeter
Total Sales: $245.3M | Units Sold: 9.96M | Market Share: 8.0%
Average Price: $24.62 | Profit Margin: 34%
Jeeter has firmly established itself as the leader of the U.S. pre-roll market. With $245 million in sales across four states, this California-based brand more than doubled the revenue of its nearest competitor. Renowned for its diamond- and oil-infused Baby Jeeter five-packs, which are often rolled in kief and offered in collectible glass jars, Jeeter has attracted a loyal following while cultivating a premium brand image.
2. STIIIZY
Total Sales: $110.5M | Units Sold: 5.07M | Market Share: 3.61%
Average Price: $21.79 | Profit Margin: 41%
STIIIZY emerged from California and is known for its sleek branding and robust, high-potency products. The brand generated over $110 million in sales across five states in 2024, propelled by the success of its “40’s” line of infused joints and blunts. With a market share of 3.6%, STIIIZY ranks second in total sales and leads in average profit margin.
3. Dogwalkers
Total Sales: $77.0M | Units Sold: 3.4M | Market Share: 2.51%
Average Price: $22.66 | Profit Margin: 43%
Dogwalkers recognized the potential for smaller formats, becoming well-known for its “Mini Dog” pre-rolls. Surpassing $77 million in sales across nine states in 2024, the brand’s appeal lies in offering manageable dosages of premium flowers.
4. Cali-Blaze
Total Sales: $61.8M | Units Sold: 8.17M | Market Share: 2.02%
Average Price: $7.57 | Profit Margin: 42%
Cali-Blaze, a Michigan-based brand, has swiftly risen to prominence, selling over 8 million units in just three states. The brand is founded on affordability and flavor, offering infused pre-rolls like the Tarantula and Donut Blunt, boasting THC levels as high as 41%, all priced at under $8.
5. Presidential
Total Sales: $43.3M | Units Sold: 2.58M | Market Share: 1.41%
Average Price: $16.79 | Profit Margin: 49%
With its claim to be the “World’s Strongest” pre-roll, Presidential Cannabis holds the number five position in the market. They have carved a niche for themselves by pioneering the infused product category.
6. Simpler Daze
Total Sales: $31.5M | Units Sold: 4.33M | Market Share: 1.03%
Average Price: $7.26 | Profit Margin: 46%
Simpler Daze prioritizes affordability and volume, emerging as a significant player in the pre-roll market. They focus exclusively on infused joints, catering to the Michigan market.
7. Goodlyfe Farms
Total Sales: $29.6M | Units Sold: 7.10M | Market Share: 0.97%
Average Price: $4.17 | Profit Margin: 45%
Goodlyfe Farms has achieved impressive sales numbers despite operating solely in Michigan. The brand’s commitment to affordability and quality resonates well with local consumers.
8. Dragonfly Cannabis
Total Sales: $29.3M | Units Sold: 12.34M | Market Share: 0.96%
Average Price: $2.38 | Profit Margin: 49%
Dragonfly Cannabis offers a diverse lineup of products, ranging from traditional to infused pre-rolls. The brand excels primarily due to its competitive pricing and community engagement efforts.
9. Lowell Herb Co.
Total Sales: $28.3M | Units Sold: 1.00M | Market Share: 0.92%
Average Price: $28.27 | Profit Margin: 51%
Lowell Herb Co., known for its premium branding, stands out with high-priced offerings. While it sells fewer units, its elevated market positioning ensures strong sales figures.
10. Good Day Farm
Total Sales: $25.9M | Units Sold: 1.33M | Market Share: 0.84%
Average Price: $19.45 | Profit Margin: 46%
Emerging as a significant player in Missouri’s recreational market, Good Day Farm is making substantial strides. Offering a diverse range, they focus on both traditional and infused options.
Market Trends: The Infusion Revolution
Infused pre-rolls continue to shape the market landscape. In 2024, infused products accounted for 44.4% of total pre-roll sales, generating nearly $1.4 billion in revenue. This marks a noticeable increase in market share as consumer demand for high-potency alternatives grows.
Driving this trend is a marked increase in infusion innovation. Remarkably, 86% of brands produce infused pre-rolls, with distillate remaining the most common ingredient. However, there is a growing interest in solventless options, such as rosin, indicating a shift towards clean-label concentrates.
Advanced automation techniques have become crucial for manufacturers looking to maintain quality while scaling operations. Brands like Dragonfly and Simpler Daze utilize these processes to sustain volume and profitability in price-sensitive markets.
The Rise of Multi-Packs and Mini Pre-Rolls
As consumer preferences evolve, pre-roll formats are diversifying. In 2024, five- and ten-pack offerings surged in popularity, driven by a consumer desire for value and convenience. Nearly half of all pre-rolls sold came in multi-pack formats, appealing particularly to premium brands.
Simultaneously, mini pre-rolls are gaining traction among casual users seeking smaller doses without compromising quality. Brands are now introducing hybrid packs that feature multiple strains or effects in a single package, further enhancing market appeal.
Future Outlook for the Pre-Roll Market
The U.S. pre-roll market has matured into a robust $3.1 billion industry characterized by potency, brand loyalty, and volume. As we look to 2025, we can expect continued growth, especially in infused formats, along with further automation that caters to diverse consumer demands.
Also on the horizon is consolidation within the sector, as major players eye acquisitions to strengthen their market positions. Meanwhile, niche operators like Dragonfly and Goodlyfe, who excel in efficiency and brand identity, are poised to seize significant opportunities.
In the shifting landscape of cannabis consumption, pre-rolls have emerged as essential products, evolving into everyday staples in the industry. Brands that maintain a commitment to quality, innovation, and consumer engagement will drive the future growth of this burgeoning sector.