The Canadian cannabis market is at a tipping point. According to a new white paper from Custom Cones USA, the industry’s leading authority on pre-rolls, packaging, and smoking accessories, pre-rolls are no longer the underdog—they’re the main event. The report, built on cutting-edge data from Headset, reveals that while Canada’s overall cannabis market took a 3.27% dip in 2024, pre-rolls quietly surged ahead. For half the year (May–October), they outsold flower, peaking at a 3% lead in July. This shift could culminate in 2025 being the “Year of the Pre-Roll.”
The Big Picture: Pre-Rolls Are Taking Over
“With the cannabis market maturing, pre-rolls have proven to be the strongest and most adaptable category,” says Harrison Bard, Co-Founder and CEO of Custom Cones USA. “Consumers are choosing convenience, consistency, and quality—especially in Canada, where multi-packs and infused options are driving sales. If these trends continue, 2025 will mark the first full year that pre-rolls dominate the Canadian market.”
The numbers don’t lie. In 2024, pre-rolls accounted for a staggering 39% of total cannabis product sales, moving an eye-watering 68.6 million units. Flower, long the dominant force, saw a 9.3% drop in revenue and a 2.2% loss in market share. Meanwhile, pre-roll sales managed a modest but telling 1.24% increase—resilient in a struggling market.
What’s behind the shift? Convenience, for one. Portability, for another. And let’s be real—there’s something about a perfectly rolled joint ready to go that hits differently, especially when the sun is shining and the last thing you want to do is grind, roll, and pack it yourself.
Canada’s Pre-Roll Boom: The Details
- Hybrid - Single Strain pre-rolls saw an 8.3% increase ($37M in sales)
- Infused/Connoisseur pre-rolls grew by 6.5% ($27M in sales)
- Multi-packs dominate, making up 85% of pre-roll sales—far beyond the 50% share seen in the U.S.
- Price difference? Huge. Canadian pre-rolls average $18.43 per pack, nearly double the $9.26 U.S. average
Who’s Buying Pre-Rolls In Canada?
Men still drive nearly two-thirds of pre-roll purchases, though the gender gap narrows with age. Millennials are the biggest buyers, owning 45% of the market, with Gen Z hot on their heels at 28%. The younger crowd shops more often but spends less per transaction—meanwhile, Millennials and Gen Z collectively punch above their weight, outspending their market share by 5%.
The Cannabis Brands Leading Canada’s Pre-Roll Charge
It’s not just about what’s selling, but who’s selling it. Canada’s top pre-roll brands are making serious moves:
- General Admission remains the king, outselling No. 2 brand Shred by 250% in total sales and 225% in units moved.
- Shred’s rise is nothing short of meteoric—up from No. 9 to No. 2 with an 85% sales increase.
- Back 40 Cannabis hit No. 3, posting a 16% sales boost.
- Jeeter, the U.S. heavyweight, has broken into the Canadian top 5 at No. 4.
- Redecan, a legacy leader, is still holding strong in the top 5 after five consecutive years.
The Final Showdown: Pre-Rolls Versus Flower, And What’s Next For The Pre-Roll Era
If the numbers tell us anything, it’s that pre-rolls are winning the long game. Back in 2023, flower led pre-rolls by nearly 4% in market share. Fast forward to 2024, and that lead has crumbled to just 0.25%. Flower’s sales lead over pre-rolls has plummeted 92% Year Over Year, with unit sales down 14.2% and total revenue slipping 9.3%. Since 2022, flower’s dominance has been fading—dropping from 45% market share to 35%, with no signs of reversing course in 2025.
If you’ve ever wondered what the future of cannabis looks like, it’s already here. And it’s neatly rolled, conveniently packed, and flying off the shelves.
Read the full report on pre-rolls in the Canadian cannabis market here. For more about Custom Cones USA, visit customconesusa.com.
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Featured image: (C) Custom Cones USA
