Canada’s cannabis market is undergoing a significant transformation, with pre-rolls rapidly ascending to become the dominant product category. Once considered a niche offering, these convenient, ready-to-consume joints have muscled their way to the forefront, challenging the long-reigning popularity of dried flower. This seismic shift is not merely a fleeting trend but a reflection of evolving consumer preferences, driven by an potent blend of convenience, consistency, and relentless innovation within the cannabis sector.
The Meteoric Rise to Market Supremacy
The trajectory of pre-rolls in the Canadian market has been nothing short of explosive. In early 2022, pre-rolls held a modest 20.7% market share. By 2024, this figure had surged to a commanding 39% of total cannabis product sales, with a staggering 68.6 million units sold. While the overall Canadian cannabis market experienced a 3.27% decline in revenue in 2024, pre-rolls demonstrated remarkable resilience, managing a 1.24% increase in sales. This growth stands in stark contrast to the 9.3% decline in flower sales during the same period, indicating a clear consumer pivot. For a significant portion of 2024, specifically from May to October, pre-rolls even surpassed flower sales, peaking with a 3% lead in July. Industry reports confidently predict that 2025 will mark the first full year of pre-roll dominance, solidifying their position as the leading revenue-producing segment in Canada’s federally legal cannabis market.
Convenience: The Driving Force
The fundamental appeal of pre-rolls lies in their unparalleled convenience. They eliminate the need for consumers to grind, roll, and prepare their own cannabis, offering an instant, ready-to-use solution. This ease of access is particularly attractive to new consumers entering the legal market who may lack the skills or inclination to roll their own joints. Furthermore, medical cannabis patients, who might face challenges with mobility or dexterity, find pre-rolls to be an accessible and user-friendly format. The demand for speed and simplicity, mirroring trends seen across various consumer industries, has undeniably resonated with Canadian cannabis enthusiasts, making pre-rolls the preferred choice for on-the-go consumption and shared experiences.
The Infusion Revolution and Cannabis Brand Innovations
Beyond basic convenience, ongoing cannabis brand innovations have been a critical catalyst for the pre-roll boom, especially the explosive growth of infused pre-rolls. These potent products, which combine dried flower with various cannabis concentrates like kief, distillate, live resin, or THC diamonds, offer enhanced potency and a richer flavour profile. Infused pre-rolls witnessed an astounding 606% growth rate, escalating from 6.2% of total sales in January 2022 to 29.8% by February 2023. This segment’s higher price point has also significantly contributed to the overall increase in pre-roll revenue. Producers are constantly launching new cannabis products, including multi-packs, which account for a remarkable 85% of the Canadian pre-roll market, catering to consumer desires for variety, value, and shareability. The clarification of regulations by Health Canada in late 2021 regarding the mixing of dried marijuana with extracts further paved the way for this wave of innovation.
Key Players and Cannabis Brand Launches
The competitive landscape of the Canadian pre-roll market is bustling with established players and ambitious cannabis brand launches. Companies are heavily investing in this category, recognizing its immense potential. General Admission, a brand under Decibel Cannabis Co., has emerged as a clear leader, frequently topping best-selling lists with its infused multi-packs. American powerhouse Jeeter, known for its high-quality infused pre-rolls and distinctive brand activations, made a significant entry into the Canadian market in February 2024, launching in Ontario and introducing its Baby Jeeter Infused Multipack. Other prominent brands like Tilray Brands (with Good Supply), Redecan, Shred, Back Forty, and Pure Sunfarms are also vying for market share, consistently refreshing packaging and introducing new strains and innovative formats to capture consumer interest. Specialized pre-roll manufacturers such as JointCraft™ and ANC Solutions are providing scalable, high-quality production solutions, further facilitating the growth and diversification of product offerings.
Future Outlook
The resilience of pre-rolls in a contracting overall cannabis market underscores their foundational role in the industry’s future. While the category’s growth rate saw a modest plateau in 2024 compared to previous years, its consistent upward trajectory amidst a decline in other segments signals enduring demand. The shift away from the traditional ‘roll your own’ culture is firmly established, replaced by a preference for ready-to-use, high-quality, and innovative options. As the Canadian cannabis market matures, pre-rolls are not just poised to continue their ascent but are expected to drive further innovation in formats, sizes, and potency levels, solidifying their status as the cornerstone of cannabis consumption in Canada for years to come. The projected $5 billion in revenue for the category by 2030 further highlights the long-term confidence in this dynamic segment.
