After five years and over 100 million joints rolled, our team here at RollPros has earned a unique vantage point on the evolution of one of the oldest inhalation methods in the game: the joint. Once a category for a producer’s leftover or unwanted flower, pre-rolls are now a top-selling product across the country. Everything from an increase in consumer knowledge and a subsequent shift in behavior to product innovations and packaging aesthetics has given the pre-roll a hold in the market that no one expected. And we’ve had a front row seat to the entire evolution.
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Here’s what we’ve learned.
Infused Products Have Shifted From Novelty to Necessity
Infused pre-rolls were once a niche offering, typically reserved for novelty experiences, high-tolerance consumers, or premium product lines. That’s no longer the case.
In many markets, infused joints now anchor the entire pre-roll segment. The demand for stronger, more complex experiences has pushed brands to develop pre-rolls that go well beyond the standard flower-only format. Hash, rosin, distillate, and kief have become common additions. These products command higher price points and, in many cases, drive better margins.
What began as a differentiator has quickly become an expectation. For brands operating in competitive markets, offering infused SKUs is now less about standing out and more about staying relevant.
Size Preferences Have Fragmented
Mini joints, often referred to as “dogwalkers,” have grown in popularity over the years, especially among those who don’t want or need to consume a lot in one sitting. On the other end, larger format joints (including oversized infused options) remain relevant for social settings and special occasions. Leading brands have responded by offering pre-rolls in multiple sizes, packaged in both singles and multi-packs, to accommodate a broader range of consumer behaviors.
Multi-packs are particularly enticing for consumers because they allow the opportunity to try different strains and/or infusions from a brand without having to commit to a larger purchase or extra tools.
These days, flexibility in product assortment is a requirement to achieve longevity.
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Differentiation Is Driving Brand Identity
When the product inputs are minimal, primarily flower, paper, and a filter, the opportunity to differentiate lies in the details.
Brands are investing more heavily in the visual and tactile aspects of pre-roll design. Custom papers, printed crutches, shaped tips, and unique flower and concentrate blends are all becoming tools to reinforce identity and stand apart in a crowded field. Some are even aligning aesthetics with strain type or effect, turning the joint into a brand touchpoint as much as a consumption method.
As consumers grow more discerning, these seemingly small differences are helping brands establish credibility, build loyalty, and remain relevant.
Constant Iteration Is a Competitive Advantage
Few industries are as volatile as cannabis. Market conditions shift unexpectedly, state regulations evolve unpredictably, and consumer preferences continue to mature.
In this landscape, iteration isn’t a luxury. It’s a requirement. Brands that succeed are those that treat adaptability as part of their infrastructure, not as a reaction to disruption.
Even here at RollPros, we’re constantly updating the design of the BlackBird based on customer feedback. Working the concept of new iterations into our manufacturing process has allowed us to quickly address customer feedback so we can maintain customer loyalty and a quality product.
Operational Data Is a Strategic Asset
The cannabis industry still lacks the deep institutional data that more established sectors rely on. But that’s beginning to change, especially among operators who treat their production lines as sources of insight, not just output.
Pre-roll brands that invest in understanding their consumer and their production can make more informed decisions around product development and market strategy. On the consumer side, this looks like getting to know the budtenders selling the product, communicating directly with consumers via email and social media channels, and chatting in person with customers and potential collaborators at events.
On the production side, using an automatic pre-roll machine that collects data on production, waste, and inefficiencies opens the door to making informed decisions for a better product. The best operators are marrying hands-on experience with measurable performance data, turning subjective preferences into actionable information.
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Humans Must Remain Front and Center
Despite the industry’s progress in scaling and automation, cannabis remains a relationship-driven business. Operators understand that no process is immune to friction, whether due to machinery, materials, or compliance shifts. What separates high-performing pre-roll brands from those that struggle is not the absence of problems; it’s the reaction to those problems, and the steps put in place to avoid them from the get-go.
Brands that prioritize strong support systems and transparent communication, both internally with employees and externally with partners, consumers, and budtenders, are better positioned to scale sustainably.
Conclusion
The pre-roll category is evolving faster than we may have first expected. What was once considered a basic, cheap consumption method is now a dynamic, strategic product line in high demand. Brands that recognize this and build the flexibility to evolve alongside it are far more likely to survive as the industry continues to grow.
*This article was submitted by a guest contributor. The author is solely responsible for the content.