Ask any cannabis smoker their favorite item, and hear them say pre-rolls.
Research also confirms its growing popularity. A recent publication of GlobeNewswire revealed that pre-rolls are the fastest-growing within the cannabis industry. This product segment pulled in over $4.1 billion between January 2023 and June 2024.
Among the top-performing pre-rolls markets is California. The state sold $749.3 million in pre-roll products from April 2023 to 2024. Despite having a population less than a third the size of California’s—around 10 million—Michigan has become the second-largest market for pre-rolls.
What’s fueling the growth of pre-rolls in California, Michigan, and the rest of the U.S.? We’ll discuss it here.
#1 Sheer Convenience—No Grinding, No Rolling
Joint rolling is an art form, says the Leaf Magazines. Not everyone’s got the talent or the patience for it.
Some people roll joints that look like they went through a paper shredder, while others just don’t want to deal with the mess.
They don’t want to deal with grinding, rolling, or making a mess, but they also refuse to settle for garbage weeds. This is why pre-roll packs are booming.
Pre-rolls are the ultimate hack for anyone who wants a perfect joint without the struggle. They offer a grab-and-go experience and take all the hassle out of the equation. No sticky fingers, no wasted flowers, and no frustration over lopsided rolls. Just grab, light, and enjoy.
Dispensaries are even positioning them near the register, just like impulse-buy snacks at the grocery store. People who might not have come in looking for a pre-roll often leave with one because, well, why not?
#2 Quality isn’t Trash Anymore
When cannabis legalization was in its infancy, enthusiasts steered clear of pre-rolls because of low quality, informs MJBizDaily. They were often made with bottom-of-the-barrel shake, and people never knew what they were actually smoking.
Those days are long gone now. Pre-rolls have leveled up big time. Now, they are packed with premium flowers, infused with live resin, dusted with kief, and even rolled in hash oil for an extra punch.
Some brands even list the exact strain, terpene profile, and THC percentage, so you know what you are getting.
And burn quality? Old-school pre-rolls used to canoe or burn unevenly like crazy. Today’s top-tier ones are precision-packed for a slow, even burn, so you actually enjoy the experience instead of fighting with a lopsided joint.
#3 Infused Pre-Rolls are Gaining Momentum
Basic pre-rolls are cool, but infused pre-rolls? Those are the next level.
For those who don’t know, these aren’t just regular joints. They are supercharged with added concentrates like kief, hash, or THC diamonds.
They burn slower, hit harder, and taste better. That’s exactly why they are drawing in everyone—from seasoned smokers looking for an extra punch to casual users who want a smooth, long-lasting high.
Infused pre-rolls make a regular smoke session feel premium, like upgrading from good whiskey to top-shelf bourbon.
The numbers back it up. Infused pre-rolls dominated the market during the year’s biggest shopping month—April 2024. Rolling Stone reported that infused pre-rolls generated $110.6 million, accounting for 46.3% of total pre-roll sales.
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#4 Pre-Rolls are a Big Hit Among Millennials
No generation loves pre-rolls as much as millennials.
Cannabis Business Times reports that they are the largest consumers of pre-rolls. They drive 45% of market demand with $104 million in purchases.
Immediacy is a huge factor that makes pre-rolls appealing to millennials. But it’s not just about convenience and ready-to-go.
Pre-rolls fit the millennial lifestyle perfectly. This is a generation that grew up juggling side hustles, social lives, and never-ending to-do lists. Who has time to grind, roll, and seal a perfect joint? Pre-rolls make it effortless. With no waiting time, they get cannabis doses fast and efficiently.
MJBizDaily says that they are at a sweet spot compared to younger generations. Unlike the latter, millennials have both money as well as freedom.
#5 Rise of Microdosing
Not everyone wants to get blasted every time they smoke. Many consumers, especially those new to cannabis, prefer a light, controlled high. This has led to a surge in microdose pre-rolls.
These smaller, low-THC joints are perfect for casual smokers, beginners, or anyone looking for a more controlled experience. They are ideal for a quick creativity boost, relieving stress after work, and enhancing a chill night without going overboard.
And guess what? People are actively seeking this out. As drug laws evolve, searches for microdosing have skyrocketed by 1,250% over the last 8 years.
Brands are taking notice, too. More dispensaries are stocking mini pre-rolls, low-dose options, and CBD-heavy blends to cater to this demand.
#6 Celebrities Driving the Hype With Endorsements
From rappers to Hollywood A-listers, big names are putting their stamp on cannabis. That is pushing pre-roll sales through the roof.
Snoop Dogg? The guy practically wrote the book on weed culture. Whoopi Goldberg? She’s been a vocal advocate for cannabis wellness for years.
Celebrities who have jumped the bandwagon are Justin Bieber, Jay-Z, and many more, according to a recent publication of PR Newswire.
Why do celebrity endorsements work to drive the hype of pre-rolls? Because celebrity credibility matters.
Fans trust their favorite stars. If Justin Bieber or Jay-Z is putting their name on a pre-roll, people assume it’s top-tier. It’s the ultimate seal of approval.
But it’s not just about the name. It’s about making cannabis feel mainstream. Big stars getting behind pre-rolls helps remove the stigma and make them as normal as grabbing a craft beer.
At the end of the day, pre-rolls are growing faster than almost any other cannabis category. And it’s not just because they are easy to use, but it’s because they are evolving in ways consumers actually want.
Between mini joints and infused options, the pre-roll market is only getting stronger. It’s no longer just the lazy stoner’s go-to. But it’s a staple product that appeals to everyone, from newbies to connoisseurs.
As innovation drives the category forward, one thing is certain: even bigger and better things lie ahead.
