Pre-Rolls Become Cannabis Industry's Top-Selling Category by Units as Growth Accelerates

Custom Cones USA 2026 Market Report shows $3.6 billion in sales and fastest growth of any major category

Apr. 15, 2026 at 10:36am

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A minimalist studio still life featuring a glass pre-roll filter tip, a bundle of pre-rolled cannabis joints, and a sleek metal pre-roll packaging tube, all arranged elegantly on a clean, monochromatic background to represent the abstract concepts of quality, innovation, and brand identity in the maturing pre-roll market.As the pre-roll category matures, brands are elevating the consumer experience through premium materials, packaging, and product design.Seattle Today

The cannabis industry has a new center of gravity, as pre-rolls became the most-sold product category in the United States by unit volume in 2025, closing the chapter on flower's long-standing dominance. The newly released State of the Pre-Roll Market 2026 report from Custom Cones USA shows the category generated $3.6 billion in revenue and sold more than 383 million units, achieving a 15.9% market share and the strongest growth of any major cannabis category.

Why it matters

This shift reflects a maturing cannabis industry where brands are winning through quality, scale, and smart branding. The report highlights key trends like the rise of infused products, the dominance of multi-pack formats, and the growing role of vertically integrated 'house brands', signaling the industry's evolution toward consumer packaged goods dynamics.

The details

Pre-roll revenue grew 9.8% year-over-year, while unit sales surged 18.6%, far outpacing the broader cannabis market, which expanded just 1.5% over the same period. Infused pre-rolls generated $1.68 billion in revenue, accounting for 47% of the category, and delivered the fastest growth. Multi-packs now represent 48.5% of all SKUs, with the leading 2.5g five-pack configuration generating over $600 million. The category spans products from $2 to over $38, allowing brands to succeed through both premium and high-volume approaches.

  • In 2025, pre-rolls became the most-sold product category in the United States by unit volume.
  • The State of the Pre-Roll Market 2026 report was newly released in April 2026.

The players

Custom Cones USA

The leading and most trusted provider of pre-rolled cones, pre-roll packaging and pre-roll machines worldwide.

Harrison Bard

CEO of Custom Cones USA.

Jeeter

A California-based brand that leads the category in total revenue, generating more than $253 million in pre-roll sales through a premium-focused product strategy.

Dragonfly Cannabis

A Michigan-based brand that leads the industry in unit sales, moving 22.6 million pre-rolls in 2025 while generating just over $30 million in revenue.

STIIIZY, Dogwalkers, and Cali-Blaze

Brands that are carving out share through a mix of brand equity, product innovation and targeted distribution strategies.

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What they’re saying

“Pre-rolls are no longer an afterthought. What started as a trim byproduct, pre-rolls have matured into a highly competitive, innovation-driven category where brands are winning through quality, scale, and smart branding.”

— Harrison Bard, CEO of Custom Cones USA

What’s next

Custom Cones USA projects continued expansion for the pre-roll category, with 2026 revenue expected to reach between $3.8 billion and $4 billion, and long-term growth pushing the market past $5.2 billion by 2030.

The takeaway

The rise of pre-rolls as the cannabis industry's top-selling category by units reflects a maturing market where brands are competing through innovation, scale, and smart branding. This shift signals the industry's evolution toward consumer packaged goods dynamics, with opportunities emerging in areas like premium filter tips, pre-rolled blunts, and enhanced product formats and experiences.