MJBizMag November-December 2022 - 60

Flying Off the Shelves
Roll Out
Variety of sizes and infused joints
are driving growth in the pre-roll sector
By Omar Sacirbey
P
re-rolls were once counted as
part of the marijuana flower
market. But over the past few
years, they have become viewed as a
distinct product category.
" In terms of relative sales growth,
comparing Q1 of 2020 to Q3 of this
year, the pre-roll category has the
highest growth, " said Cooper Ashley,
analytics manager at Seattle-based
data firm Headset.
Pre-rolls went from $406 million in
sales and 7.9% market share in 2018
to $1.5 billion in sales and 12.7% market
share so far in 2022, according to Headset
data.
This change has been driven by the
introduction of a greater variety of
pre-rolls as well as the consumer
dollars that are being spent on them.
MORE SIZES AND
PACKAGE VARIETIES
Just a few years ago, pre-rolls were
almost exclusively sold as 1-gram
singles. Today, there are half-gram
pre-rolls, 1.5-gram pre-rolls and
myriad other sizes. They also are sold
in two-packs, five-packs, 10-packs and
other quantities.
Giving consumers more and different
options in pre-roll sizes allows them to
pair a pre-roll with the occasion.
" Smaller-sized pre-roll packs
have also spread across the nation,
with brands like Miss Grass, Lowell
Smokes and Dogwalkers on the trend, "
Madeline Scanlon, an analyst with the
Brightfield Group, a cannabis market
research firm in Chicago, said via
email. " In the U.S., we see a lot of twoor
four-packs and still a huge number
of single pre-rolls. Canadians have
taken to bulk-buying pre-rolls. "
Retail product buyers and managers
concur.
" The pre-rolls that move fast are
the half-gram two-packs, multipacks, "
said Allan Mullen, an inventory buyer
for Cannabis City in Seattle, adding:
" Blunts don't move too well. "
In Michigan, many retailers are
manufacturing and selling their own
" house " pre-rolls. Premiere Provisions
in Big Rapids, for example, buys shake
or trim from growers and then uses a
Knockbox cone-filling machine in the
back of the store to make the pre-rolls,
which are sold up front after being
manually weighed.
" It's a lot more cost effective, " said
Edwin Maguire, general manager at
Premiere. The company's 1-gram, inhouse
pre-rolls cost $2 for one, $17 for
10 and $45 for a full ounce of pre-rolls.
They typically test between 16% and
26% THC, he added.
INFUSED POPULARITY
The growing popularity of pre-rolls
also has been fueled by infused
versions. Headset refers to these
58 November-December 2022 | MJBizMagazine
Jeeter's eye-catching
infused pre-rolls are
a top seller in the
markets where they
are available.
Courtesy Photos

MJBizMag November-December 2022

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