Millennials account for the largest share of pre-roll purchases, with the cohort cornering 45% of the market from 2023 to mid-2024, according to a white paper from Custom Cones USA and cannabis intelligence firm Headset. Pre-rolls represented the third most popular and fastest-growing category with $4.1 billion in sales from 2023 to the middle of this year, the report says.
Gen Xers were the second-largest cohort to buy pre-rolls (24%), followed by Gen Z (19%) and Boomers (13%). Ninety-four percent of the more than 900 cannabis consumers surveyed for the white paper indicated that joints were their preferred mode of consumption, followed by vape pens (67%), edibles (66%), and bowls (65%). Most pre-roll smokers (80%) consumed cannabis multiple times daily, while 12% smoked once a day, and 5% a few times weekly.
The paper found that full-gram pre-rolls were the most popular (57%), followed by half-grams (28%), and three-quarter grams (9%).
Infused pre-rolls’ market share rose from 34.4% in 2019 to 44.4% in 2024, the report says, with kief the top concentrate preferred in infused pre-roll products (78%) followed by live resin (77%) and rosin (59%). Forty-three percent of those surveyed buy both