As experts in the pre-roll category, RollPros is proud to present the seventh 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 October to December of 2023 unless otherwise noted. Comparisons are to the past 3 months, noted as P3M throughout the analysis.

Executive Summary

The New Jersey cannabis market had substantial growth in the last quarter of 2023. Total cannabis revenue soared by 23%, with pre-rolls specifically notching an 8% increase compared to the previous three months. Despite this, the pre-roll segment faced challenges with limited brand diversity and only 23 active brands. This underdevelopment presents a significant growth opportunity as consumer preferences evolve and market prices stabilize. Moving forward, strategic innovation and regulatory agility should be key for brands aiming to capitalize on these emerging trends.

New Jersey

pre-roll market

by the numbers

October to December 2023


$25.5M (+8%)

Standard pre-roll sales:

$22.7 million

Infused pre-roll sales:

$1.8 million

Total brands:



Total products:







Miss Grass


Ozone Premium Cannabis




Fast Times
– Sativa Strain Blends
– Pre-Rolled, 0.40g, 5 Pack


All Times
– Hybrid Strain Blends
– Pre-Rolled, 0.40g, 5 Pack


Quiet Times
– Indica Strain Blends
– Pre-Rolled, 0.40g, 5 Pack


Animal Face
– Pre-Rolled, 0.35g, 5 Pack


Early Bird
– 3:1
– Pre-Rolled, 0.50g, 2 Pack

image: courtesy

Who’s Smoking


Verano tops the list in more ways than one and holds 21% of New Jersey’s category share in the pre-roll space. Of the top 20 pre-roll SKUs, they’re responsible for half of them. Verano is one of the largest multi-state operators in the country, and in New Jersey, benefits from having the widest line of pre-roll products. Their popular 5 pack of 0.5 gram pre-rolls could pass for a sleek tin of modern looking mints, and see wide distribution throughout the state. Verano’s 1.0 gram “Cherry Malt” and “Tire Fire” products are the only infused pre-rolls that made it into the top 15.

Miss Grass

Where Verano might go wide, the Miss Grass brand goes deep by holding down the top three product spots in the pre-roll category. Just three of Miss Grass’ line of 0.4 gram, 5 pack minis grab almost 13% of the entire category share. Packaged like a pastel Lego, or maybe a boxy compact, each purchase includes a little matchbox for easy smoking. This user-forward branding, coupled with simple names like “Fast Times,” “Quiet Times,” and “Any Times,” makes it easy to imagine how the product could be a natural choice for anyone stopping by their local dispensary for the first, or hundredth time.

Flower by Edie Parker

Edie Parker runs just 4% of the category share, but has seen a massive 166% increase in pre-roll revenue against P3M. The brand’s popular 0.5 gram 2 pack played a significant role in this growth. Edie Parker’s approach not only caters to the aesthetic preferences of consumers, but like the Miss Grass’ products above, also taps into a growing trend of lifestyle-oriented cannabis consumption. With a relatively higher price point per gram, these products indicate that brand messaging, quality, or self presence can add value, even in the newer New Jersey marketplace.

Big growth ahead

New Jersey’s growth looks promising. Propped with soaring overall sales (recreational cannabis hit over $673.9m in 2023), the Garden State’s cannabis revenue grew 23% for the period. The pre-roll category alone saw an 8% increase against P3M, and is predicted to bring in $156.1m in 2024 before ballooning to $332.5m by 2027. Yes, that’s over 113% expected growth within three years. According to Greg D’Agostino, a partner at consultancy Tenax Strategies, “the market is still supported by cultivators that were already licensed for the medical market…as more cultivators and manufacturers come online, prices will go down, and we’ll see more revenue shift over to the regulated market.” Basically, as more businesses become licensed, we can also expect to see revenue from the illicit market begin to support recreational sales figures.

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.

A preference for joints

Category growth numbers are good and all, yet hand-rolled joints were still the preferred inhalable consumption method at 34%, ahead of vapes, pipes, bongs, etc. Pre-rolls (our favorite category) carved out 14% of inhalable products most preferred by consumers. It’s the first time we’ve seen such a large portion of consumers preferring joints. What could it mean? Anecdotally, high flower prices may have put a damper on some of the other value-added product categories… like pre-rolls, of course. Other states like California and Massachusetts show consumers gravitated towards more convenient options, but pre-roll quality, or more likely, product options, could be what unlocks a quicker transition as New Jersey issues more licenses, competition heats up, and cannabis prices stabilize.

Image courtesy Ozone -
Image courtesy Miss Grass.-

Basically no brands

Speaking of players, New Jersey had only 23 total brands in the pre-roll category for this period, with merely two added in Q4. So yeah, 9.5% growth doesn’t sound like a meaningful number here. Put another way, only four brand names are visible on the packaging of the top 15 pre-roll products. The total number of products also dropped by 19 to 758 against P3M. Why is that? We assume licensing issues, coupled with supply-side factors, were the major contributors to the shallow bench (ie., lack of brands). As mentioned above and as everyone saw with Curaleaf early this year, the state’s regulators are…still working things out. We also doubt these barriers will last long.

Infused pre-rolls are tiny

It seems New Jersey didn’t get the memo on the explosion of infused pre-rolls. As a percentage of pre-rolls, infused options hold the smallest category share we’ve seen in any market: 7%. Of the top 15 pre-roll products, two are infused. For context, 60% of California’s pre-roll revenue came from infused pre-rolls in Q3. Infused pre-rolls still gobbled up an extra 2.1% share versus P3M, but dang, there’s so much potential there. This subcategory is where the smart money (and really, anyone with a license and the ability to produce these products), should go. New Jersey isn’t some weird backwater who’s consumers don’t know weed. When more infused options hit the market, they’ll gravitate that way, just like they have in every other market.

Ask the Expert

To add further flavor to our coverage of the New Jersey market, we sat down with Greg D’Agostino, a partner at consultancy Tenax Strategies, based on the East Coast.

Tell us about the role you and Tenax Strategies play in the cannabis industry?

We take new businesses in the cannabis industry from concept to commencement. This might include site selection, building applications, building presentations to governing bodies, facility design and construction, and anything else you could imagine. Basically somebody comes to us even with just the idea that they want to start a business in the cannabis industry, and we manage everything for them all the way to doors open. We got our start in the East but currently work virtually in every cannabis market across the U.S.

Greg D’Agostino

What is your sense of the New Jersey market right now, especially compared to other markets in the US?

I think it’s going pretty well. We’re going to see a lot of dispensaries and cultivation facilities open in 2024 because businesses that weren’t ushered in via the previously existing medical system will now be starting to come online. There is definitely a supply side constraint that is keeping prices quite high and temporarily keeping the diversity of products and brands low. But that will change over the next year. Prices will gradually go down as these constraints become less of a problem, and that will bring more and more people over from the illicit market, again providing fuel for the growth of the rec NJ market.

So, those that were licensed as medical operators got a quick and easy transition to adult-use?

It might not have felt quick and easy to them, but it was certainly a shorter pathway.

How does the New Jersey licensing process compare with other states, is it more complicated and expensive?

It’s in line with what you’ve seen in other highly regulated states like Massachusetts. I actually think the state regulators have done a really good job in making it an approachable licensing process. There are certainly a lot of requirements, but their job is to make sure that they have a really good and compliant marketplace, so from that perspective I think they’ve done a good job. Whenever you’ve got a new regulatory body like this they’ve got to staff up, deal with the glut of applications they received when they first opened the portal, and process requests in the way they committed to doing with various priority statuses. The machine seems to be cranking along well on the regulator’s side. They’re responsive, and we have questions, they answer quickly and clearly.

Is there anything particularly unique about the New Jersey market compared to other states like in terms of culture, geography, demographics, or preferences?

The high population density in New Jersey is a unique factor and there’s definitely enthusiasm for legal cannabis products in the marketplace. The culture, especially from the trade side, has been strong, supported by a robust medical program that laid a good foundation for a community when adult use came online in 2021. My interactions in the New Jersey industry have been consistently positive and I’ve seen a lot of growth.

When we hear about cannabis revenue in NJ, we hear words like “boom” when we’re talking about late 2023, 2024. Are you optimistic about the next three years in New Jersey?

I’m optimistic. As people get more comfortable with just going and visiting a dispensary you’re going to see the customer base grow significantly. It’ll grow again as prices come down, because in most of these states the vast majority of cannabis that’s being consumed is still being procured from the gray or illicit market. For example, in November or December 2023 Massachusetts set a revenue record. Because of price compression, they saw more customers coming in from the illicit market. I think that will happen here, too.

Do you have any sense of if there are any preference shifts towards convenience or anything like that? From our data, we still see joints as being the top inhalable over pre-rolls.

I think pre-rolls overall as a category have continued to grow a customer base. It’s a convenience thing, but again, there may have been a pricing issue in New Jersey. That said, a single pre-roll can be cheap, sometimes the cheapest thing on the shelf, and easily transportable.

There’s a very low number of brands in the pre-roll space represented in New Jersey. Why do you think that is?

Cultivation. New Jersey is still limited by the lack of cultivators. Right now cultivators and manufacturers might have their own brands or they’re licensing deals with some subset of other brands, but you just don’t have the volume of independent cultivators where you’re going to see that brand expansion grow significantly. Even for retail, it’s pretty reasonable to expect 18 months from initial application to doors open, so if you layer in the additional complexity of a cultivation facility, additional equipment, going through the land use process, educating boards about how you’ll meet requirements, how you’ll deal with odor issues and things of that nature, it elongates the whole timeline. I don’t think it’s surprising that there aren’t many new cultivators open and operational in the marketplace yet. That’s probably going to change as you get into the middle or latter part of 2024 and early 2025, and we’ll have more brands come in when they do. Brands might build out their own facilities in the four corners of New Jersey or partner with cultivators and manufacturers on licensing deals.

What would you say to a new cannabis business starting the process in New Jersey?

Good luck finding property. Although there’s no cap on licenses at the state level, many municipalities have opted out or capped the number of operators. Finding appropriately zoned property with an available municipal resolution isn’t impossible, but increasingly challenging.

Any products or business models in the industry you think will see success?

I’ve heard a lot of buzz for manufactured products. Manufacturing encompasses a broad range of products but that includes pre-rolls and concentrates. In addition to consumers just learning about and getting more comfortable with products that weren’t as available in illicit markets, they offer a lower barrier to entry for businesses to get started.


New Jersey’s pre-roll cannabis figures show a market buzzing with potential. The standout story? A clean 23% jump in cannabis revenue P3M, with pre-rolls themselves rolling up an 8% increase over the previous three months. This momentum points to a bright future, especially with forecasts suggesting pre-roll revenue more than 3X-ing from 2023 to 2027.

Although pre-rolls come in third among inhalable products, we see signals for businesses to find success with innovative and quality offerings in the space, especially as the market gets more crowded. With only 23 brands in play for this period, a mere speck of the market dabbling in infused pre-rolls, and chatter around manufactured products like pre-rolls and concentrates, New Jersey presents loads of opportunity for those with the ability to navigate the still-evolving licensing and permitting process.

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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