As experts in the pre-roll category, RollPros is proud to present the fifth release in our series of market reports.

Our analysis identifies both positive trends and negative red flags to help you make better decisions for your brand and business.

Note: Data provided by BDSA and reflects July – September 2023 unless otherwise noted. Comparisons are to the previous 3 months, noted as P3M throughout the analysis.

Executive Summary

With $5.31 billion in sales in 2022, the California cannabis market is the largest in the world. It’s bigger than all of Canada, and more than double the size of the next closest U.S. state market (likely Michigan by this point.) It can be chaotic, and poor legislation means the black market still thrives. That’s likely part of the reason why the market has actually contracted YoY from 2021, ($5.78 billion) to 2022, ($5.31 billion). Can you guess which category has not contracted? While the entire market was down 4% vs P3M, pre-rolls gained 2% during that same time period; it’s that steady growth we have come to expect from the pre-roll category. [1][2][3]

California has a longer history and larger scale of cannabis production and distribution than all other states. As such, it sees trends develop earlier than most other markets, making it important to watch regardless of where you currently operate. The movements we see in this report aren’t surprising, but what will turn heads is the degree to which they have evolved. In fact, in this market they are no longer trends, just the “new normal” of consumer pre-roll preferences and tastes.



$222.5 million


Standard pre-roll sales:

$89.87 million


Infused pre-roll sales:

$132.59 million


Total brands:



Total products:







Presidential Rx


West Coast Cure




Raw Garden

40’s – Blue Dream – Infused .5g 5-pack
40’s – Strawberry Cough – Infused .5g 5-pack
40’s – Pink Acai – Infused .5g 5-pack
Sativa Strain Blends .35g 10-pack
40’s – Pineapple Express – Infused .5g 5-pack

image: courtesy

Who’s Smoking


Stiiizy is not joking around. They are posting insane growth with a 20% increase in revenue vs P3M, and hold 4 of the top 5 products in the state. More detail on their remarkable performance can be found in the section below titled “Can Stiiizy go from Challenger to Top Joint?”


They came in 5th place on the brand leaderboard, but with 37% growth in revenue vs P3M, they are moving up quick. They have two products on the top 20 leaderboard, one of them being the only product on the board that is NOT a multipack, (Kingpen Hybrid Strain Blend 1.3g – infused).

Claybourne Co

In most markets, their nearly $4 million haul in Q3 2023 would put them near the top of the leaderboard. In California, they end up in 14th place, edged out by Lime by a measly $130k. Still, they posted a massive 40% category revenue growth, nearly the best on the board. Not only that, they are well within striking distance of the next 3 companies above them. If current growth trends continue, they’ll be in 10th or 11th place by next quarter.

Who’s Sloping

Lowell Herb Company

As one of the few publicly traded companies on the list, we (as well as everyone) get a closer look at their financials… and it ain’t looking good. [4] At all. Their Q3 2023 earnings are down across the board (compared to 2022). The only bright spot on their books is their “Lowell Farm Services” division, but that only posted $500k in revenue in Q3. Their stock on the OTC markets is trading at an all time low of about .20 per share, down from about $1 per share only a year ago, with a market cap of around $3.5 million USD. Ouch! Check it out here.

Lolo (NorCal Cannabis)

Category revenue down 47% vs P3M in their home market. Maybe they’re focusing on other categories? They are clinging to the #18 spot on the brand leaderboard, and will almost certainly fall off the chart entirely when data is released for Q4 2023. Way off.

image: courtesy Urbn Leaf

Brand and product consolidation

Even though the category is still going up (despite the overall Cali market going down) the number of brands and SKUs are decreasing. There are a surprisingly low 281 brands operating in California. To help illustrate this point we’ve come up with an exciting new measurement for you! Pre-roll brands per capita*. California, however, has only .000007 pre-roll brands per capita. (As a comparison, both Massachusetts and Michigan have .000019 pre-roll brands per capita.) That’s significantly lower than all other states we’ve analyzed, and they’ve actually lost 24 brands vs P3M. Why? Most likely the difficult operating environment contributes, but beyond that we are just guessing. Products are consolidating too, with the market losing 264 SKUs vs P3M (5,929 total products as of Q3.) The average number of SKUs per brand is quite high at 21, compared to 16.5 in Oregon and 18 in Michigan. With the number of brands contracting faster than the number of SKUs (8.4% vs 4.5%) that number will likely rise. Interesting…

(* Yes, pre-roll brands per cannabis consumer would be a better measurement, but finding accurate and believable data on the total number of cannabis consumers in a market is difficult.)

Rise of the infused multipacks

60% of the pre-roll revenue in California is from infused pre-rolls. 60%! That is far higher than the next closest market we’ve analyzed, which is Michigan at 40%. Infused pre-rolls are now the primary pre-roll category, with non-infused pre-rolls playing second fiddle. The balance between the two seems to be stabilizing, with infused picking up only .8% share vs P3M. But that’s only half the story. Also notable is the popularity of multipacks. But not just any ol’ multipack… infused multipacks. In other markets we’ve analyzed, infused multipacks are starting to show strong performance, but aren’t common quite yet. California is the opposite. Every product but one in the top 20 is a multipack, and 18 of the top 20 are infused. Both non-infused products on the list are 10-packs; the only two 10-packs on the leaderboard, (5-packs dominate, accounting for 16/20 products on the board.) Our advice? Maybe 5 is just the right amount for consumers looking for convenience. But we’ll be surprised if an infused 10-pack doesn’t appear on the top 20 board soon.

Image courtesy Lowell Farms –

Can Stiiizy go from
Challenger to Top Joint?


Image courtesy Jeeter

To say Stiiizy is a challenger brand isn’t quite accurate, as their 8% share would absolutely dominate any other market besides California. In fact, the only other market we’ve analyzed where any one brand holds more than a 6% share is Missouri, with Clovr taking 17% of the category. But that’s an outlier and comes with an asterisk because the MO rec market is so new. And, in California, Jeeter still holds a large lead over Stiiizy as the market leader with 14% share of the category.

However, Stiiizy is clearly not messing around and are posting seriously impressive growth. They went from 6.8% to 8% of the market in just a single quarter. Not only that, they hold a whopping 9 products in the top 20… nearly HALF the products on the board are Stiizy! All but one of those 9 products is seeing positive growth vs P3M, with most of them posting double digit growth.

With both Jeeter and Stiiizy targeting the same segment (budget-minded frequent consumers), price may be playing a role here. Looking again at the top 20, Jeeter’s products average $12.57 per gram, while Stiiizy’s products are $11.52 per gram. But considering that all the products on the top 20 list for both brands are multipacks, that does equate to between $2-3 dollars difference per pack, depending on the size.


Image courtesy Stiiizy

Image courtesy Claybourne Co.-

Reluctant pre-roll consumers

Of all inhalable users, 43% smoked a pre-roll within the last 6 months. However, only 12% of users preferred pre-rolls (within the larger inhalables category). Cannabis users are begrudgingly choosing pre-rolls, likely for convenience; not because they prefer pre-rolls. That does appear to be changing. The 12% that prefer pre-rolls represent a 1.9 point bump vs P3M. If that trajectory continues, pre-rolls will likely have a larger preference share than both pipes and bongs within the next six months. What’s driving this trend? We believe it’s linked to what’s driving pre-roll growth overall: high-quality, infused joints. There is a much easier path for brands to create unique, value-added products with infused pre-rolls compared to non-infused. And with better and more consistent manufacturing methods now widely in use throughout North America, (including our own Blackbird system), a high-quality pre-roll is now a more scalable option.


California is the first market we’ve covered that has fully realized the trends we see in most other markets. Infused joints and multipacks both dominate the board, with the combination of both, (multipacks of infused joints), occupying 18 spots on the top 20 products leaderboard. Standard joints are now less common than infused and certainly less popular. Although with infused only growing by .8% vs P3M, the balance between infused and non-infused joints may have found equilibrium around the current 60/40 split. Despite its size, the California market has been labeled a disaster by just about everyone involved, especially growers and brands. Regardless, it is still the largest cannabis market in the world by a wide margin, and that extends to pre-rolls. Within the next 3-4 years we anticipate the pre-roll category alone will reach $1 billion in revenue, (annually). It’s such a large sample size that California represents a true harbinger of tastes, preferences, and trending products. Don’t ignore these numbers, regardless of your home market!

RollPros is the manufacturer of the Blackbird, the only automated joint machine that makes joints the same way you do: rolled, not stuffed. Brands across the US and Canada use the Blackbird to create unique, value-added products that 4/5 of consumers prefer over pre-rolls made with cones. RollPros is dedicated to helping customers build successful, profitable brands through continuous innovation, exceptional customer support, and category expertise.

Want to learn more? Reach out to one of our Pros now.

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