The cannabis market has come a long way since legalization began. From weighing out bags of bud deli-style in dispensaries to THC drinks in convenience stores, the industry has evolved rapidly. Now, for the first time ever, good old-fashioned flower is not the top-selling cannabis product in America—it’s pre-rolls.
RELATED: Study reveals secret to perfect pre-rolls
According to a new report from fillable joint manufacturer Custom Cones USA, pre-rolls overtook packaged flower in 2025 in terms of units sold. Joints commanded 15.9 percent market share, up 7.6 percent year-over-year. Pre-roll sales hit roughly $3.6 billion that year, marking impressive growth.
The report draws on Headset data, including point-of-sale figures, product launches, and SKU-level performance across 15 states. They also looked at data from the previous five years, finding that pre-rolls have consistently outperformed other products.
In 2025, approximately 395.6 million units of pre-rolls were sold, including single “doob tubes” and multi-packs. By comparison, 383.2 million units of pre-packaged flower went out dispensary doors. Vape pens took third place with 262 million units sold, followed by edibles at 234.8 million. Concentrates trailed with 68.1 million units sold.
So what type of pre-roll is most popular? Hybrid single-strain joints came out on top, accounting for over 175 million of the pre-rolls sold in 2025. Infused or “connoisseur” joints followed with nearly 145 million units sold.
RELATED: Expert says this is future of pot pre-rolls
The top brand in terms of revenue was Jeeter. Known for its infused joints, the country’s number one pre-roll brand raked in over $253 million in 2025. However, budget-friendly Dragonfly Cannabis out of Michigan was the top brand in terms of units sold, with over 22 million joints going out last year.
Why have pre-rolls taken such a dominant position in the cannabis market? Convenience is likely a big factor—but there’s also a clear generational divide. Millennials buy the most pre-rolls by far, accounting for nearly 44 percent of pre-roll revenue.
The report concluded with predictions of continued growth for the category; the authors believe pre-rolls could reach $4 billion in sales this year. As Americans seek easy, budget-friendly ways to catch a buzz, it’s likely the pre-roll trend will continue.
