Cannabis sales in Canada took a hit last year, but pre-rolls kept climbing, inching closer to becoming the country’s top-selling category. While overall industry revenue declined, pre-rolled joints bucked the trend, showing steady growth even as flower and edibles faltered.
Cannabis Revenue Takes a Hit, But Pre-Rolls Keep Moving Up
Cannabis flower has long been the king of sales in Canada, but its grip on the market is loosening. Sales of dried flower dropped by 9.3% in 2024, while edibles fell even harder, down 12.4%, according to a report from Custom Cones USA, citing data from Headset.
The overall market shrank by 3.27%, marking a slowdown after years of growth. But not everything was in decline—pre-roll sales climbed by 1.24%, with unit sales ticking up 1%. That’s a small increase, but in a shrinking market, any growth stands out.
The gap between flower and pre-rolls is now razor-thin. Flower still holds the top spot in Canada by just 0.25%, bringing in $11.4 million more in revenue than pre-rolls. But with pre-roll sales rising while flower declines, the roles could soon reverse.
Why Are Pre-Rolls Thriving While Other Categories Struggle?
The convenience factor is hard to ignore. Rolling a joint takes effort, but pre-rolls offer an easy, grab-and-go solution. As more consumers prioritize convenience, pre-rolls are benefiting.
Another reason? Producers are pouring resources into the category.
- 40% of all new cannabis products released last year in Canada were pre-rolls, according to James Valentine, content marketing manager for Custom Cones USA.
- Pre-roll options have expanded, with infused and multi-pack varieties gaining traction.
- Consumers seem to prefer smaller, lower-commitment purchases in uncertain economic times.
“Producers in Canada are heavily investing in pre-rolls,” Valentine noted. That investment appears to be paying off.
U.S. Pre-Roll Sales Show a Similar Trend
The rise of pre-rolls isn’t just a Canadian phenomenon. South of the border, the category is also seeing strong growth.
Between June 2023 and June 2024, U.S. pre-roll sales jumped nearly 12%, according to the report. As new markets open, pre-rolls are becoming a go-to choice for consumers looking for an easy entry point into cannabis.
In the U.S., pre-rolls currently sit as the third-best-selling category, trailing behind vape pens and flower. But with sales climbing at a double-digit pace, they could climb even higher in the rankings.
Will 2025 Be the Year Pre-Rolls Take Over?
With flower sales slipping and pre-rolls gaining momentum, Canada may soon see a shift in its cannabis sales hierarchy. The gap is already narrow, and if current trends hold, pre-rolls could take the top spot before the year is out.
The numbers suggest a changing consumer preference—one that values ease and accessibility over traditional formats. And with producers continuing to push new pre-roll products into the market, their dominance seems like only a matter of time.