Photo Credit: Elsa Olofsson
Millennials are lighting up the pre-roll scene. According to a report by Custom Cones USA, a company that specializes in pre-rolls, millennials (born between 1981 and 1996) account for a whopping 45% of the $3 billion pre-roll market. This generation is showing the world that convenience, consistency, and some social magic make pre-rolls the go-to choice.
As cannabis consumption continues to evolve, understanding what drives millennials’ buying habits could be key for brands looking to stay ahead of the curve.
Why Pre-Rolls are a Smoker’s Best Friend
Pre-rolls are widely popular for their ease and convenience for the common smoker. They take the hassle out of rolling a joint and the time out of perfecting it. Types of pre-rolls are vast and constantly growing. They differ in weight, strain, and other qualities. Choose between indica, sativa, or hybrid for different effects. Weight determines dosage. There are full-gram, half-gram, and ¾-gram pre-rolls. There are even single or multi-packs, and infused pre-rolls with kief, live resin, or live rosin for unique potency.
According to the 900 consumers surveyed in the Custom Cones USA study, full-gram pre-rolls are the crowd favorite, making up 57% of the market, with half-grams at 28.3%, and ¾-grams at 9.1%. The brand Jeeter is on top, with 8.8% of the market share, selling a whopping 18.6 million units. Sales of infused pre-rolls have increased from 34.4% in 2019 to 44.4% in 2024.
Pre-rolls made with kief and live resin give different potencies because consumers have different preferences and may react differently to each. When it comes to infused pre-rolls, kief is king (78.3%), followed by live resin (77.3%) and rosin (58.8%). A solid 43% of buyers love both single-use and multi-packs, with 31.1% leaning toward multi-packs. Premium filter tips are a must for 59%, and glass-tipped pre-rolls are the clear favorite at 79.7%, reports Ganjapreneur.
Millennials Influencing Thriving Trends
Since millennials are such a big part of the cannabis industry, they influence trends drastically. If they are buying pre-rolls most often, it makes sense why they are the fastest-growing cannabis category, proceeding flower, edibles, and cartridges overall. Overall, 82% of cannabis consumers buy pre-rolls.
According to the Custom Cones USA white paper, 94% of cannabis consumers stated joints as their go-to method of consumption. Vape pens (67%), edibles (66%), and bowls (65%) followed closely behind.
Millennials have more freedom than younger generations to buy and consume cannabis and may have more experience than older generations with the plant. That’s likely why millennials lead pre-roll sales with 44.6% of purchases, with Gen X following behind at 24.3%. Even the young Gen Z comes before boomers at 18.5% and the latter at 12.5%. Younger generations are also more likely to be educated on the uses and benefits of cannabis, resulting in more use for reasons such as pain management, sleep, mental health, or creativity.
As for other generations, Gen Z also prefers pre-rolls, while Gen X and Baby Boomers prefer flower.
According to a recent New Frontier Data study, 39% of millennials use cannabis multiple times per day. As a result, sales are increasing for products like pre-rolls.
Older millennials were children when California passed the first state medical cannabis law in 1996, Proposition 215, and younger millennials may only know times when medical cannabis was available somewhere in the U.S. They watched voters legalize cannabis, and a majority of younger generations support such policies. For example, East Carolina University Center for Survey Research reports 76% of millennial and post-millennial generations support cannabis legalization.
Members of this generation are looking for alternatives to alcohol and other substances, especially to relieve stress. For millennials who wish to prioritize their health and well-being, cannabis drinks offer a healthier alternative. They give that social buzz without hangovers and other nasty side effects.
Rolling in Variety
Millennials embrace effect pairing, tailoring cannabis use to activities, time of day, and setting more than other generations, reports Ganjapreneur. Their focus on choosing the right product and exploring components beyond THC reflects their sophisticated approach to consumption. Millennials are notoriously curious about innovative products and are willing to pay extra for new and luxury experiences.
Pre-Roll Price Trends and Premium Picks
The normalization of brick-and-mortar stores, with an array of products and easily available product information, likely influences millennials’ increased preference for dispensaries over sourcing from family or friends.
Dispensaries have embraced millenials’ love for variety, quality, and innovation for years now. They are a hub for their evolving tastes and must continue to follow the trends. They stock a diverse range of pre-rolls–infused options, single-use, and multi-packs–to meet overwhelming preferences.
Top States Driving Pre-Roll Sales
Though prices vary between legal states, that doesn’t stop consumers from purchasing pre-rolls. The top five states with the most pre-roll purchases in order are California, Ohio, New York, Florida, and Illinois.
In September 2024, the average pre-roll price dropped to $9.50, a noticeable decrease from $10.67 in 2023 and $11.68 in 2022. While Washington and Oregon boast the lowest per-gram prices at $3.36 and $3.87, New York leads the charge with premium prices at $13.74 per gram, as a result of high-quality offerings and young legalization, according to New Frontier Data.
Since prices vary throughout states, revenue and units sold also differ. California has a massive population compared to others, so it led in revenue with $734.5 million in sales over the past year, then Michigan ($595.5 million) and Massachusetts ($312 million).
Despite California’s population, Michigan buys more pre-rolls than any other state at 94.6 million pre-rolls. These high sales influence the low average item price of $5.57.
Pre-rolls Bright Future
Observing millenials’ hunger for innovation, pre-rolls will most likely evolve in the future. New tech-integrated products and options for strains and effects are manifesting daily. There are already automated pre-roll machines that revolutionize production with consistent and heightened quality, ways to infuse pre-rolls for certain effects, and advanced testing and packaging capabilities. As more states welcome legal markets, pre-rolls sales are expected to climb.
Leave a Reply