Pre-Rolls Overtake Flower as Top-Selling Cannabis Product in 2024

Pre-rolled joints surpassed traditional flower to become the largest product category in the U.S. cannabis market last year, marking a significant shift in consumer purchasing behavior.

A new report from Custom Cones USA, drawing on sales data from cannabis analytics firm Headset, found that pre-roll sales generated $3.6 billion in revenue in 2024, with more than 383 million units sold across legal markets. The milestone represents the first time pre-rolls have claimed the top spot in the industry's product hierarchy.

The shift reflects broader changes in how Americans consume cannabis. Pre-rolls offer convenience and consistency that appeals to both new users and experienced consumers looking to skip the preparation process. They've also become a vehicle for innovation, with producers infusing them with concentrates, coating them in kief, and experimenting with exotic strain blends.

The Numbers Behind the Shift

The $3.6 billion in pre-roll revenue represents a substantial chunk of the estimated $30 billion U.S. legal cannabis market. At 383 million units sold, that works out to roughly one pre-roll purchased for every adult in America—though obviously concentrated in the 24 states with adult-use programs.

Traditional flower has long dominated cannabis sales, but several factors appear to be driving the category's relative decline. Pre-rolls eliminate the need for grinding, rolling papers, and technique. They're also more discreet to purchase and easier to dose consistently. For retailers, they offer better margins and take up less shelf space than jars of flower.

The data comes from Headset, which tracks point-of-sale transactions across legal cannabis markets. The firm's analytics cover thousands of dispensaries in major markets including California, Colorado, Washington, and Michigan.

Industry Response

The trend hasn't gone unnoticed by major operators. Multi-state operators like Curaleaf, Trulieve, and Green Thumb Industries have all expanded their pre-roll offerings in recent quarters. Many have launched premium lines featuring high-THC strains or infused products commanding $15-20 per unit.

Custom Cones USA, which compiled the report, manufactures pre-roll cones and packaging for cannabis companies. The company has a vested interest in the category's growth, though the underlying sales data comes from third-party analytics.

Some industry observers note that pre-rolls also serve as a way for cultivators to move smaller or less visually appealing buds that might not sell well as premium flower. That dynamic could be contributing to the category's volume growth, even as top-shelf flower maintains strong margins.

What's Next

The pre-roll category shows no signs of slowing down. Innovation continues with multi-strain blends, time-release formulations, and celebrity partnerships. Rapper Wiz Khalifa's Khalifa Kush pre-rolls and Seth Rogen's Houseplant brand have both found success targeting different demographics.

But the category faces headwinds too. Some consumers complain about inconsistent quality, with pre-rolls sometimes burning unevenly or containing trim rather than whole flower. States like California have seen price compression across all categories as supply outpaces demand.

The shift also raises questions about cannabis consumption patterns more broadly. Are pre-rolls bringing in new consumers who find traditional flower intimidating? Or are they simply cannibalizing sales from other categories? The answer likely varies by market and demographic.

As more states move toward legalization—with potential federal rescheduling on the horizon—the pre-roll category's trajectory will offer insights into how mainstream cannabis consumption is becoming. For now, at least, convenience appears to be king.

This article is based on original reporting by ganjapreneur.com.