Luxury in Every Puff: Why Premium Pre-Rolls Are Redefining Cannabis Culture

The cannabis industry is experiencing a luxurious makeover, and at the forefront of this evolution are premium pre-rolls. A recent white paper by Custom Cones USA, in partnership with analytics powerhouse Headset, reveals a significant trend: consumers are gravitating toward high-end options like infused pre-rolls and premium filter tips, reshaping the way cannabis is consumed.

Over the past five years, pre-roll sales have skyrocketed, with revenue soaring by 450% to reach $3 billion in 2024. As the category matures, so do consumer preferences, with 70% of users showing a clear interest in infused pre-rolls, and nearly 60% opting for those with premium filters. While most purchases are reserved for special occasions, a growing segment (21.4%) indulges in these luxury items weekly, signaling a shift toward elevated experiences.

Gone are the days when pre-rolls were seen as a budget option for convenience. Today, they embody sophistication. Infused pre-rolls—enhanced with concentrates, kief, or hash—deliver potent effects that appeal to seasoned cannabis users. Premium filter tips, offering smoother draws and a refined look, further add to their appeal.

Harrison Bard, Co-Founder and CEO of Custom Cones USA, sees this trend as a reflection of evolving tastes. "Consumers are drawn to the variety and quality that premium pre-rolls provide. They’re no longer just buying for utility but for the experience," Bard explains.

Brands like Jeeter and STIIIZY are capitalizing on this trend. Jeeter, the top-performing brand, commands 8.8% of the market, generating over $504 million in sales. Their innovative offerings, such as infused pre-rolls with unique flavor profiles, set the bar for premium consumption.

STIIIZY follows closely, with $320.9 million in sales and a focus on sleek packaging and high-quality flower. Meanwhile, brands like Dogwalkers are carving out a niche for compact, premium products tailored for on-the-go lifestyles.

The white paper highlights several key factors influencing the rise of premium pre-rolls:

Potency Matters: Over 70% of consumers rank potency as the top consideration, making infused options particularly appealing.
Luxury Packaging: High-end aesthetics signal quality and make premium pre-rolls a popular choice for gifting and special occasions.
Sophisticated Smoking Experience: Premium filter tips not only enhance the smoking experience but also elevate the perception of cannabis consumption.

While Millennials account for nearly half of all pre-roll sales, Gen Z and Baby Boomers are increasingly exploring premium options. With 59% of pre-roll users already trying premium filters and a significant portion preferring infused products, the luxury segment has enormous growth potential.

Custom Cones USA emphasizes that innovation will be key. “The pre-roll market is only getting bigger, and brands that cater to the demand for premium products will stand out,” Bard says.

The cannabis industry is no stranger to change, but the rise of premium pre-rolls marks a pivotal moment. By blending convenience with luxury, pre-rolls are evolving into a product category that appeals to both seasoned enthusiasts and new consumers seeking a touch of sophistication.

As demand continues to climb, one thing is clear: the future of cannabis is premium, and the humble pre-roll is leading the charge.

Would You Splurge on Luxury Pre-Rolls?