In 2024, the U.S. cannabis sector witnessed pre-rolled joints—or pre-rolls—emerging as a powerhouse within the marketplace. Propelled by shifting consumer preferences, competitive pricing, and product innovation, pre-rolls have become the fastest-growing category, valued at over $4.1 billion from January 2023 to mid-2024. This growth is underpinned by a remarkable 11.9 % year-over-year increase in revenue from mid‑2023 to mid‑2024—surpassing all other cannabis segments.
Market Scale & Unit Sales
In the 18-month span ending June 2024, pre-rolls achieved $4.1 billion in revenue and 394 million units sold across 12 tracked U.S. markets. A national snapshot for the full 2024 calendar year later revised that estimate to approximately $3.1 billion, covering some 316 million units sold. These figures underscore the sheer scale and rapid adoption of pre-roll formats.
Average monthly revenue climbed steadily—from $181.2 million in January 2023 to $257 million in June 2024—a key indicator of sustained consumer demand.
Infused Pre-Rolls: Elevating the Category
Infused pre-rolls—products enhancing rolled flower with concentrate—have quickly become market leaders. In 2023 and early 2024, the connoisseur/infused segment generated close to $1.75 billion, outpacing single-strain options (~$1.64 billion). Their category market share climbed from 34.4% in 2019 to 44.4% in early 2024. A mid-2025 analysis reaffirmed infused formats constituted 44.4% of pre-roll sales, with approximately $1.4 billion attributed to them.
Consumer Profile
Pre-rolls enjoy broad appeal across age demographics. Millennials hold the largest market share at 44.6 %, followed by Gen X (24.3 %), Gen Z (18.5 %), and Baby Boomers (12.5 %). Notably, 82% of cannabis consumers buy pre-rolls, 94% consider joints their top consumption method, and typical users smoke daily.
Price Trends & Market Accessibility
Despite premium infusions, average pre-roll pricing has declined—dropping from $7.80 to $6.50 per unit between January 2023 and June 2024. Meanwhile, infused pre-rolls commanded a higher average price of around $10.25, later falling to $8.77 by mid-2024. The decrease reflects market maturity and price competition, particularly in established states like Nevada, Washington, and Oregon.
Packaging & Innovation
Multi-pack formats—especially five-packs—now account for nearly half of all pre-roll sales, up from 27.7 % in 2018 and reaching 49.6 % by mid-2024. One-gram singles remain prevalent (≈42 %), yet multi-packs offer convenience and cost savings. Additionally, cartridge-style innovations include premium tips—glass, wood, ceramic—and assorted infusions like kief, live resin, and rosin.
New product introductions surged, with nearly 15,000 new SKUs entering the market in early-mid 2024 — particularly concentrated around single-gram and multi-pack sizes.
State-by-State Snapshot: Nevada
Nevada exemplifies market trends: Q3 2024 pre-roll sales hit $34.4 million, with almost 50 % of revenue from infused formats. Leading brand STIIIZY, boasting 16.9 % segment share, has fueled the boom, especially with its “40’s” infused pre-rolls packaged in multipacks.
Outlook: Maturation & Momentum
As more states legalize cannabis, including Ohio and Minnesota in 2024–25, pre-roll consumption continues ascending. Analysts expect category share to hit 17–18 % by end of 2025, with predicted annual sales topping $4 billion. The dominance of infused formats may well reach 50–60 % by 2030.
With innovation in potency, packaging, and convenience, pre-rolls have evolved from commodity to cornerstone items—driving cannabis industry growth and diversification. The challenge for producers lies in balancing premium positioning with accessible pricing while scaling product differentiation in a fast-maturing marketplace.