A new report from Custom Cones USA shows pre-rolls surpassing flower for the first time, with rapid unit growth and rising sales driven by lower prices and consumer demand for convenience.
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Pre-rolled marijuana joints, or pre-rolls, moved into the top spot among cannabis products last year, surpassing flower for the first time. The shift is detailed in a new Custom Cones USA report that examines 2025 retail data and operator surveys to track how consumer preferences are changing as the market matures.
The State of the Pre-Roll Market 2026 report, using data from market analyst Headset, shows a category that has grown from a convenience item into one of the strongest performers in the industry. Pre-rolls generated and estimated $3.6 bill in revenue last year and sold more than 383 million units. Unit sales grew by 18.6% year-over-year, far ahead of the broader cannabis market, which only expanded by 1.5%.
Harrison Bard, CEO of Custom Cones USA, says the milestone reflects a long-term shift in how consumers use cannabis.
“What it is signaling is the total adoption of pre-rolls as a category and the shift from a more medical type of industry to a fully recreational industry," Bard says in an online interview. “The quality of pre-rolls has been consistently increasing while the cost has gone down, and consumers want convenience and ease. They want something quick and ready to go.”
Consumers are increasingly turning to pre-rolls, which surpassed cannabis flower in sales for the first time in 2025.
Photo courtesy of Custom Cones USA
The report points to several factors behind the rise of pre-rolls. Raw material prices have fallen as cultivation becomes more efficient, and automation has reshaped production. Many operators now produce tens of thousands of pre-rolls per day with only one or two employees, an increase in efficiency that has pushed prices down. In mature markets such as Colorado and Michigan, one-gram pre-rolls often sell for $2 to $4. Newer markets still tend to fall below $10 for a single joint.
The accessible price points have made pre-rolls a convenient and low-risk way for consumers to try new strains, brands or infusions. Infused products continue to drive revenue growth, generating $1.68 billion in 2025 and now accounting for 47% of all pre-roll sales. Multi-pack formats are also dominating pre-roll sales, representing 48.5% of all SKUs, although the individual one-gram pre-roll remains the top product configuration with $1.4 billion in sales.
The report also illustrates a clear divide in how brands are winning market share. California-based Jeeter leads the category in revenue with more than $253 million in pre-roll sales. The company’s strategy centers on premium infused products, flavor-forward profiles and curated multi-pack formats, with an average price point of about $23 per unit.
Pre-rolls have opportunities for continued growth.
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Michigan-based Dragonfly Cannabis, on the other hand, leads the nation in pre-roll unit sales. The company moved 22.6 million pre-rolls last year at an average price of only $1.34. Its model focuses on accessibility and scale, supported by low prices and high repeat purchase rates.
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