Pre-rolls have come a long way. What used to be the afterthought of most brands’ product lineups is now the frontrunner that carries the team when other products aren’t selling as well. Some markets, like Canada’s, sell nearly as much in pre-rolls as they do in flower—if not more. The US market is trending in the same direction.
RELATED: Weed joints are hella expensive in this state
Because of this increased and steady demand for pre-rolls, the product is continuing to evolve. In 2025, we expect to see a shift in packaging to prioritize freshness. We also anticipate small joint infused pre-rolls to take center stage, as well as an increase in demand for rolled pre-rolls over stuffed cones.
And, of course, there’s no doubt the pre-roll category, in general, will continue to experience growth.
Updated multipack packaging to prioritize freshness
Doob tubes do a great job of keeping single pre-rolls fresh. They’re airtight, can be light-tight, and they’re resealable, even though single pre-rolls generally don’t need to be resealed. On the other hand, pre-roll multipack packaging usually only offers the option of being light-tight. The rest of the elements are free to degrade the product as they please.
Multipacks are a popular option because they allow consumers to try different flower and flower/concentrate combos without committing to a larger purchase. Plus, they’re generally more cost-effective than buying one pre-roll at a time. However, it’s not exactly worth the savings if, by the time you get to the third, fourth, or fifth pre-roll, everything is stale.
RELATED: Follow these tips to roll the best joints
Right now, popular pre-roll multipack packing is generally a flip-top box with cellophane vacuum-sealed around the outside. We expect 2025 to move the cellophane to the inside of the multipack box and to make it resealable. This will allow folks to pull one out at a time without risking the others. The same concept could be applied to the popular slide-top tins many multipacks come in.
We may also see brands skip flip-top boxes and slide-top tins altogether and instead use plastic or glass jars or lockable tins for their pre-roll multipacks. Because these options have sealed lids, they maintain freshness by design.
Either way, operators looking to stay competitive in the multipack space in 2025 need to prioritize the freshness of their products.
Increased interest in infused small-joint pre-rolls
In the US pre-roll market, infused pre-rolls already earn 45 percent of all pre-roll sales. They’re popular because seasoned consumers can achieve the heavy hit they want in the convenience of a pre-rolled joint, and newbie consumers can ease their way into concentrates without getting K.O.’d from ripping a dab.
Infused pre-roll sales will likely continue to grow, especially because we’re noticing a slow but steady boost in a particular sub-category: infused small-joint (0.35-0.5 grams) pre-rolls. Also known as “dogwalkers,” brands have started to add diamonds or distillate to them for an elevated experience, and consumers are starting to notice.
As consumers have become more educated and discerning, interest in infused dogwalkers has grown. We expect a continued steady rise in sales of this sub-category, and there will likely be more infused dogwalkers than ever to choose from at your local dispensary.
New growth and new markets
Election Day may not have brought as many legalization successes as we hoped, but there was still enough approved legislation to expect an increase in pre-roll sales in 2025.
We’ve got one new market on the map: Nebraska. Unfortunately, recreational weed failed in the three states that voted on it: North Dakota, South Dakota, and Florida. Technically, 57 percent of voters in FL approved the measure, but the state requires a 60 percent supermajority for new initiatives to pass.
RELATED: Does the perfect joint exist? Science says…
Still, we did see some progress that will bring new operators and consumers into the mix. In Kentucky, over 100 local medical marijuana measures passed, allowing MMJ dispensaries to set up shop in 53 cities and 53 counties. The state approved medical marijuana in 2023. The market will finally become active in 2025.
Additionally, the incoming president hinted during his campaign that he wants to progress the legal cannabis movement. No specifics have been offered as to what that means, but it’s possible we could see change at the federal level in 2025.
Demand for rolled pre-rolls for a better sesh
Finally, we expect consumers to continue to seek out rolled pre-rolls over stuffed cones.
A cone stuffed by an automated cone-stuffing machine can only put out a poorly packed, poorly burning pre-roll. The machines are designed to work with dry flower, and they use either and/or both a tamping mechanism and vibration to pack the cone, so the burn is always hot and never even.
The burn of a rolled pre-roll is neither of those things. Think of the original joint; consumers might make themselves with quality flower or artisanal hand-rolled product lines. All can be made with the best quality flower, even compaction throughout the roll, and customized to consumer taste.
With the number of pre-rolls currently on the market, consumers have every opportunity to seek out a quality pre-roll that burns evenly and no reason to give a poorly packed stuffed cone a second chance. Many shoppers are turning to rolled pre-rolls and/or are remaining loyal to them because of this.
Competition will increase in 2025 as consumers continue to learn and brands become more intentional with their pre-roll products and packaging.