Pre-Rolls Claim Top Spot in Canadian Cannabis Sales, Signal Shift Across the US

LOS ANGELES – Pre-rolled Cannabis joints have quietly moved ahead of loose flower to become the leading product in Canada’s $5.8 billion 2024 legal market, a milestone that underscores a broader turn toward convenience in North American consumption habits. In the United States, where the category trails flower but posts the sharpest gains, analysts see a similar scenario playing out as new states legalize and prices fall.

The shift materialized in stark numbers. From May through October 2024, pre-rolls generated $33 million more in sales than flower across Canada’s provinces, a gap that widened to $38 million, or 4.2 percentage points, by the summer of 2025. Overall, pre-roll revenue climbed 1.24% to $1.27 billion last year, even as the total Cannabis market contracted 3.27%, with flower dropping 9.3%. Units sold held steady at 69 million, capturing 39% of all Cannabis purchases and leaving flower with just 16.3%.

This edge stems from practical advantages that align with how people now use Cannabis. Buyers favor quick, ready, and easy-to-use products that require no preparation: no grinding, no rolling papers. In warmer months, when outdoor use spikes, pre-rolls grabbed a 34% market share, up from 31.7% in winter, and held a 3% lead over flower in July alone.

“Consumers want something they can grab and go,” said Harrison Bard, co-founder of Custom Cones USA. “Joints used to be an add-on; now they’re the main event.”

Infusions have accelerated the category’s appeal. By blending flower with concentrates like hashish, distillate, or kief, manufacturers deliver potency levels of 40% to 50% THC [double what plain flower offers], drawing in users who prioritize effects over ritual. In Canada, infused pre-rolls accounted for $457 million in 2024 sales, up 6.5%, and made up nearly half of the top 50 products by revenue. Multi-packs, which bundle three to ten joints, dominate with 85% of the market, commanding higher prices [$24.26 per unit for infused versions] and appealing to budget-conscious repeat buyers.

Across the border, the U.S. story echoes but lags by a step. Pre-rolls racked up $4.1 billion in 2023-H1 2024 across tracked states, making up about 15.9% of the legal Cannabis market. Growth hit 11.89% year-over-year through, outpacing beverages by nearly a point and dwarfing flower’s flatline. Infused options led with 23.8% unit growth and $1.4 billion in revenue, claiming 44.4% of sales. Brands like Jeeter, with $245 million from its lineup, hold 8% national share despite operating in only four states. STIIIZY follows at $110 million, fueled by high-THC “40’s” lines coated in live resin.

What ties these markets together is a maturing consumer base. In both countries, 61% of users prefer blunts and joints as their primary way of consuming Cannabis, per 2023-2024 surveys, with Gen Z and millennials driving 45% of Canadian purchases and frequent users [80% consuming daily] favoring shareable formats like “dog-walkers.” Prices help, too. As of 2024, U.S. pre-rolls average $9.50, almost half Canada’s $18.43, thanks to scale and automation that cuts labor costs. As Arizona, Maryland, Missouri, and New York onboard recreational buyers, pre-rolls serve as an entry point – simpler than flower for newbies, potent enough for veterans.

Yet the rise invites scrutiny. Freshness remains a pain point; dry flower leads to uneven burns, prompting shifts to airtight packaging and even home Cannabis-tailored humidors. Supply chains must tighten, with “best-by” dates and returns on stale stock likely to become standard. Regulators, too, watch infusions closely, as higher THC could spur calls for caps if overuse data mounts. Still, with Canada’s overall unit sales down 0.5% and the U.S. adding Cannabis consumers at a steady yearly rate, pre-rolls offer stability where other segments stumble.

Looking ahead, projections point to dominance. Analysts like Custom Cones USA and Headset forecast pre-rolls as undisputed leader in 2026. In the U.S., where the category trails at 16% share versus Canada’s 32%, experts expect steady erosion of flower’s hold as convenience formats proliferate. By 2030, pre-rolls could claim the top spot continent-wide, bolstering margins for retailers at 31-32% and rewarding clean label brands that nail flavor and potency without excess.

For operators from Vancouver to Denver, the message is clear:

Stock the shelves with ready options, or risk watching sales roll elsewhere. As Cannabis sheds its fringe status, pre-rolls stand as the format that fits a daily routine – efficient, effective, and now essential.