Pre-Roll Segment Skewing Premium
September 17, 2024The cannabis pre-roll segment is a multibillion-dollar juggernaut, with its growth exceeding other cannabis categories. According to new Headset data sourced by manufacturer Custom Cones USA, consumers purchased $4.1 billion worth of pre-rolls across 12 markets in the 18-month period from January 2023 to June 2024. The data also shows the pre-roll purchases are skewed towards more premium products, with consumers favoring the more upscale cannabis concentrate infused options just under half of the time.
Year-over-year sales for the category were up nearly 12% and, overall, pre-rolls make up roughly 15% of cannabis sales in Headset’s 12 states. According to the data, pre-rolls show the strongest growth of any category, outpacing beverages (+11%), vapes (+3.4%), and flower (+0.44%), the other growth engines for the industry. Pre-rolls’ growth contrasts with declines in edibles (-0.17%), concentrates (-11.6%), and capsules (-15.7%).
On a month to month basis, the report shows sales accelerating. In January 2023, monthly pre-roll sales were at $181.2 million. By June 2024, the monthly total had risen to $257 million. Pre-rolls are on pace to potentially become the largest category within cannabis by 2030.
Headset’s data covers sales in Arizona, California, Colorado, Illinois, Massachusetts, Maryland, Michigan, Missouri, Nevada, New York, Oregon and Washington, with additional data from Custom Cones USA. Consumers in these states, according to the report, primarily shop based on price point and potency, giving an edge to concentrate-infused pre-rolls.—Shane English
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