For the primary time ever, flower is now not king of the hashish {industry}, with a brand new report revealing that in 2025 pre-rolls turned the primary product to surpass flower when it comes to unit gross sales, taking the highest spot.
Based on the State of the Pre-Roll Market Report 2026 from the Pre-Roll Specialists at Customized Cones USA, greater than 383 million pre-rolls have been bought final 12 months, up 18.6% from 2024. Pre-roll revenues topped greater than $3.6 billion in 2025, a 9.8% progress over the earlier 12 months, the most important progress fee of any main class.
In actual fact, 2025 marked the fifth consecutive 12 months that the pre-roll class had the best fee of income progress and the fifth 12 months in a row that the class outperformed the {industry} as a complete, which solely grew 1.5% in 2025, based on the information.
The report, which mixes point-of-sale information from hashish analytics agency Headset with survey responses from pre-roll producers from across the nation, gives deep insights into an industry-leading class that can solely develop larger and higher as producers dial in procedures and new expertise makes it simpler to supply high-quality merchandise, notably infused pre-rolls.
“Pre-rolls might have began as an afterthought, however they’ve turn into the first driver of the hashish {industry},” stated Customized Cones USA co-founder and CEO Harrison Bard. “It’s a extremely aggressive sector the place high quality, scale and sensible branding are separating the highest sellers from the remainder of the pack.”
What’s Promoting?
Based on the report, infused pre-rolls, which mix flower with a focus for elevated efficiency and taste, account for 47% of all pre-roll gross sales. In complete, infused pre-rolls generated $1.68 billion in 2025.
Additionally they noticed the most important progress of any section in each unit gross sales (27.8%) and income (16.4%).
Nevertheless, when it comes to complete unit gross sales, the only pressure hybrid outsells the remaining, transferring 175.6 million items in comparison with 144.6 million infused pre-rolls. However due to its lower cost level, hybrid income tops out at $1.3 billion.
Collectively, the Infused and Hybrid segments account for greater than 84% of all pre-roll revenues and almost 84% of all items bought.
As for manufacturers, California-based Jeeter simply takes the highest income spot at $253.2 million, greater than double second-place STIIIZY’s $151.6 million. However after we swap to items bought, Michigan’s Dragonfly costs to the highest, promoting 22 million items in comparison with Jeeter’s 11 million.
Who’s Shopping for?
Whereas pre-rolls enchantment to consumers of all generations and genders, nobody buys extra pre-rolls than millennials, and it’s not shut.
Millennials make up a full 43.9% of pre-roll revenues and 43.1% of items bought, accounting for $1.6 billion in gross sales in 2025 on 164.6 million items bought.
And whereas males account for 58.9% of all pre-roll gross sales, if you break it down by technology and gender, millennial ladies are available in second, simply behind millennial males however forward of males from Gen X and Gen Z.
Boomers, whereas nonetheless a pressure in pre-roll gross sales, lag behind in each metrics, however as a bunch, noticed the most important progress when it comes to items bought at 23.5%.
Learn extra: The Hashish Client Has Grown Up. Has Your {Hardware}? – Hashish & Tech At the moment
The place Are They Shopping for?
The highest two pre-roll states tracked by Headset are California and Michigan, however the two very totally different states purchase very totally different pre-rolls.
California, with its large inhabitants and cultural historical past of hashish, is the most important market within the nation and accounted for $703.5 million in pre-roll revenues in 2025, promoting 52.6 million items with a median worth of $13.35. Each of these numbers are down barely from the prior 12 months although, indicating potential market saturation.
Second-place Michigan, in the meantime, with a inhabitants just one quarter the dimensions of the Golden State, raked in $599 million in pre-roll gross sales. Nevertheless, with a median worth level of simply $4.58, the bottom of any state, Michigan people who smoke purchased greater than twice as many pre-rolls as California, buying 133.2 million items.
Massachusetts lands within the third spot in each income ($344.9 million) and unit gross sales (37.9 million).
How Are They Shopping for?
This previous 12 months noticed the most important progress of multi-pack gross sales of any earlier 12 months, reaching a full 48.5% of all pre-roll merchandise bought and completely dominating the charts with 90 of the highest 100 top-selling objects. That’s up from 78 in 2024.
The two.5-gram 5-pack format is by far the preferred multi-pack, accounting for $612 million, or about 17.2% of complete pre-roll income and almost 24 million items bought.
The multi-pack is changing into a shopper favourite for a handful of causes, primarily a decrease price-per-preroll value and the comfort of with the ability to refill and go to the dispensary much less steadily.
For producers, multi-packs can convey larger revenues with higher margins (due partially to decrease packaging bills) and assist result in model loyalty via bigger buy commitments that preserve prospects coming again.
Based on the survey outcomes, 72.4% of producers stated they promote their pre-rolls in multipacks, with 5-packs being by far the preferred (50% of multi-pack sellers).
Nevertheless, even with a leap in multi-pack gross sales, the 1-gram single continues to be by far the top-selling single-product, producing $1.44 billion in 2025.
What’s the Way forward for Pre-Rolls?
The Customized Cones USA report predicts the pre-roll sector will high $4 billion this 12 months and develop to greater than $5 billion by 2030.
However Bard calls that estimate “conservative,” given the expansion of the previous 5 years and the advances in pre-roll equipment, comparable to new methods to infuse merchandise at scale. He says that whereas this 12 months has a restricted variety of new state markets opening, as extra states open leisure markets, the potential for pre-rolls solely will get larger.
“We anticipate the infused section to proceed to prepared the ground as the price of making them comes down and extra shoppers search for the most important bang for his or her hashish greenback,” Bard stated, noting that customers search for efficiency, worth and model. “And one of the simplest ways to make sure they know which model they’re smoking is to customise your pre-roll filters with a emblem or cigar band, like all 10 of the top-selling manufacturers do.”
Bard additionally known as out the Northeast as a progress market, citing explosive progress in New York and the anticipated opening of consumption lounges in Massachusetts and New Jersey, the place he says pre-rolls are the prefect product to promote.
“Pre-rolls are quick, handy and cheap methods to strive new strains or seize one thing to take with you on-the-go ,” he stated. “Any model not trying to open or scale up their pre-roll line is leaving cash on the desk.”
