2025 Pre Roll Predictions

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What to Expect From the Pre Roll Industry in 2025

Pre rolls are hot right now. Canada sells nearly as much of them as regular flower—perhaps even more than, at this point—and the US market isn’t far from achieving the same.[1]

Future-focused operators see the value in prioritizing a pre roll product line because, unlike flower in many states, it’s a segment that’s not losing steam. A solid pre roll product can carry a cannabis brand when interest in other products might be waning.

Because of this continued interest from consumers, pre rolls are also evolving. In 2025, we’re expecting freshness to take priority (finally), smaller-sized infused joints to gain traction, and a whole lot of growth.

Let’s dig in.

Packaging Innovations for Fresher Multipacks

Freshness has become a concern for pre roll multipack products.

A single joint is generally smoked in one sitting, so maintaining freshness is not much of a concern. (Plus, doob tubes do a solid job.) But for multipacks, freshness is an issue. A pack of five pre rolls isn’t usually burned all in one sitting, but once you crack the package open, it’s open. Whatever’s left in the pack is exposed to the elements and can quickly degrade.

We expect to see a shift in pre roll multipack packaging in 2025. Right now, the most popular packaging for pre roll multipacks is a flip-top box with cellophane wrapped around it and vacuum sealed. 2025 will likely trend toward resealable cellophane inside the box. This trend may also apply to the popular slide-top tins many multipacks come in.

Many brands may opt to skip the flip-top box altogether and instead use plastic or glass jars that can be resealed or tins with a lid that locks closed. Either way, multipack producers should prioritize maintaining freshness in their products if they want to stay competitive in 2025.

Freshness has become a concern for pre roll multipack products.

A single joint is generally smoked in one sitting, so maintaining freshness is not much of a concern. (Plus, doob tubes do a solid job.) But for multipacks, freshness is an issue. A pack of five pre rolls isn’t usually burned all in one sitting, but once you crack the package open, it’s open. Whatever’s left in the pack is exposed to the elements and can quickly degrade.

We expect to see a shift in pre roll multipack packaging in 2025. Right now, the most popular packaging for pre roll multipacks is a flip-top box with cellophane wrapped around it and vacuum sealed. 2025 will likely trend toward resealable cellophane inside the box. This trend may also apply to the popular slide-top tins many multipacks come in.

Many brands may opt to skip the flip-top box altogether and instead use plastic or glass jars that can be resealed or tins with a lid that locks closed. Either way, multipack producers should prioritize maintaining freshness in their products if they want to stay competitive in 2025.

Infused Small-Joint Pre Rolls

Right now, infused pre rolls are the top-selling pre roll category in the US. We’re talking nearly 45% of the pre roll market share.[2] Where we’re seeing slow but steady growth is the sub-category of small-joint pre rolls, AKA “dogwalkers,” infused with either diamonds or distillate.

 

Dogwalkers (0.35-0.5g joints) are already a popular pre roll product among consumers. They’re great for personal use and more approachable than a full-gram joint. Infusing them appeases seasoned consumers wanting a heavier hit while maintaining the small-joint convenience factor, and it also opens up the world of concentrates to new consumers looking to explore.

 

No matter which audience your brand targets, infused small-joint pre rolls are definitely a category to keep an eye on in 2025.

Growth Across the Country

With four states that voted to establish their own cannabis markets in the 2024 Elections, we expect pre roll sales to continue to soar throughout 2025.

Florida’s medical market is already massive with around 886K patients. (That’s 4% of the state’s population.)[3] This November, recreational marijuana was on the ballot, with Trulieve leading the campaign charge. Although the state’s government hasn’t seemed particularly keen on establishing a recreational market, this measure was just barely rejected by voters looking to try new brands, products, and consumption methods. Notably 55.9% of voters approved of the amendment, though it still did not reach the needed 60% threshold to pass.

North and South Dakota also both have established medical marijuana markets and were looking to initiate a recreational market this Election Day. Although both states failed to pass their respective amendments, we can expect that the momentum will continue to grow, further opening up these markets to more cultivators and producers.

South Dakota’s southern neighbor, Nebraska, pulled off an overwhelming win for the medical cannabis market, passing two important measures for its residents to both use and sell cannabis.

Not to mention, both presidential candidates have suggested they will work to progress the legal marijuana movement, though we know better than to believe anything there until we see it.

Pre-roll ONLY Brands

Even the largest pre roll brands like Jeeter and Stiiizy still have other categories in their lineup. Brands that focus exclusively on pre rolls are the exception to the rule. That has been changing over the last year and will become more common in 2025 as other categories lose ground (and profitability) when compared against pre rolls slow and steady growth.

A leading example of this is Dogwalkers, a brand that’s been crushing it, particularly in the New Jersey market. Dogwalkers has built its entire identity around pre rolls, offering perfectly rolled mini and full-sized joints that cater to both casual smokers and seasoned consumers. Their Mini Dogs (0.35g) come in 5- or 12-packs, perfect for on-the-go sessions, while the Big Dogs (0.75g) serve up more robust hits. And for those looking for something extra, they even offer infused

Show Dogs for an extra kick. In New Jersey alone, the brand has seen remarkable traction, part of a market that saw pre-roll sales hit $25.5 million in Q4 2023, with predictions pointing to a total $156.1 million in 2024.​

What sets Dogwalkers apart is their laser focus on providing high-quality pre-rolls in convenient packaging, without getting bogged down in other cannabis formats. By perfecting just one product, they’ve gained a strong foothold, with a growing consumer base that appreciates consistency and portability. Brands like Dogwalkers are showing that there’s huge potential in pre-roll specialization, especially as consumer tastes become more refined.

Lifestyle Pre-roll Brands and Products

The beverages we choose and apparel we wear make statements about us. Lifestyle brands are everywhere. They’re finally going to make an appearance in pre-rolls in 2025. Smart brands will try to narrow their audience beyond just “joint smokers”.

Kaviar, a standout in Colorado’s market, exemplifies this trend. Known for its sleek, luxury positioning, Kaviar has set itself apart by offering high-potency, infused pre-rolls wrapped in premium packaging. Their signature Kaviar Cones (1.5g) are infused with a blend of top-shelf flower, hash oil, and kief, with THC potencies ranging from 30% to 50%, catering to connoisseurs looking for a potent, high-end experience​.

Kaviar’s focus on creating a premium lifestyle brand has paid off in Colorado, where they hold a 15% market share in the pre-roll category as of Q4, 2023, almost double their nearest competitor​.

This success comes from more than just strong product performance; Kaviar knows how to weave their brand into a broader lifestyle. As consumers increasingly seek products that align with their personal values and image, lifestyle brands like Kaviar are doing surprisingly well, showing that cannabis can be as much about the culture as the effect.

Rolled Pre-Rolls for Greater Loyalty

The final trend we expect to ramp up during 2025 is the switch from stuffed cones to rolled pre rolls. We may be a bit biased, but hear us out.

Competition in the pre roll marketplace is only going to intensify in 2025. Pre roll sales are continuing to climb, new markets are about to come online, and consumers are becoming more educated and discerning. They’re looking for consistency, and stuffed cones can’t offer that by design.

Cone-stuffing machines require extremely dry flower, and they tamp down the weed from the top, creating an uneven pack that almost always causes the burn to canoe. Consumers have no reason to put up with an inferior product like that with so many pre roll brands on the market for them to choose from. To stay competitive, we expect to see a shift from stuffed cones to rolled pre rolls in the new year.

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Right now, the Blackbird is the top choice for brands looking for an automated pre roll rolling machine. It’s the first and only machine of its kind on the market.

The Blackbird requires fresh, sticky flower and can roll an average of 900 pre rolls per hour. Plus, since it doesn’t need pre-made cones to stuff, it can reduce operators’ consumable materials cost by up to 80%. For anyone subject to 280E, that level of savings could change your whole year.If you’re interested in exploring the Blackbird to help you face the fresh competition and challenges of 2025 and meet your goals, we should chat!

Get in touch with us today.