Pre-Rolls, The Avocado Toast Of Cannabis: Why Millennials Are Spending +$100M A Month
Too busy paying rent to roll joints? For Millennials, pre-rolls are a $3 billion solution, claiming 44.6% of the market. Convenient and ready to go, these tidy joints have become a coping mechanism for a time-strapped generation. A white paper from Custom Cones USA and data firm Headset provides a detailed look at the modern pre-roll consumer, combining insights from over 900 cannabis users with extensive sales data.
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Pre-Roll Popularity Outpaces Other Cannabis Products
Pre-rolls have become the third-largest and fastest-growing category in the cannabis market, with sales reaching $4.1 billion from 2023 to mid-2024. Revenue grew 11.9% year-over-year between June 2023 and June 2024, outpacing other categories in dispensaries.
Consumers increasingly prefer pre-rolls as convenient add-ons, especially when purchasing cannabis flower, which remains the top category.
Nearly 82% of survey respondents reported buying pre-rolls, with 94.2% listing joints as their favorite cannabis consumption method. Vape pens (67.3%), edibles (66.1%), and bowls (64.6%) followed, underscoring the dominance of flower consumption among cannabis users.
Who’s Buying Pre-Rolls?
Millennials dominate the pre-roll market, accounting for 44.6% of purchases in September 2024, totaling $103.9 million.
Generation X follows at 24.3% ($56.7 million), with Gen Z contributing 18.5% ($43.2 million), and Baby Boomers rounding out the demographic at 12.5% ($29.2 million).
Men outpace women …