For the first time, pre-rolls have officially surpassed flower as the top-earning marijuana category in Canada, according to a new industry report released by Custom Cones USA.
The report, which draws on 2024 retail sales data compiled by Headset, shows pre-rolls generating over $1.27 billion in revenue across nearly 69 million units sold, capturing a 32.8% share of the market. By mid-2025, pre-roll sales had outpaced flower by $38 million, marking a 4.2% advantage.
“Pre-rolls have evolved from an afterthought for many companies into what is now a cornerstone of the modern cannabis industry,” said Harrison Bard, CEO of Custom Cones USA. He noted that companies are increasingly treating pre-rolls as both a revenue driver and a platform for innovation.
Leading the market is General Admission, a brand from Calgary-based Decibel Cannabis Company. It finished 2024 more than 250% ahead of its closest competitor, selling over 5.6 million units and generating nearly $147.5 million in revenue. Other standouts include Shred, known for its terpene-rich blends, Back Forty, recognized for its large multipacks, and Redecan, which gained traction with its popular Redees slim packs.
The analysis also highlights Jeeter, the United States’ best-selling pre-roll brand, which entered Canada in 2024 and quickly secured a place among the country’s top performers.
Custom Cones USA points to several factors fueling the growth of the pre-roll sector: infused multi-packs driving revenue, innovation in packaging and formats, and strong brand loyalty among consumers. The rankings were compiled using Headset’s transaction data from more than 500 retailers in Alberta, British Columbia, Ontario, and Saskatchewan, combined with a proprietary Social Score based on online engagement.
The findings confirm a shift in consumer preferences, with pre-rolls not only surpassing flower but solidifying their role as the defining product category in Canada’s regulated marijuana market.
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