MJBizMag November-December 2022 - 64

Flying Off the Shelves
Many businesses are taking
advantage of the surging interest in
infused pre-rolls, including existing
companies introducing new product
lines as well as entrepreneurs
launching infused pre-roll businesses.
Sanctuary Medicinals, a vertically
integrated multistate operator
that does business in Florida,
Massachusetts, New Hampshire and
elsewhere, is working on its own line
of infused pre-rolls.
" We definitely noticed the response
that consumers and patients had to
the infused pre-rolls, " said Jake May,
director of marketing at Sanctuary.
" We're thinking about what the next
brand might be and how to stand out
in the market. "
Companies now scrambling to
create infused pre-roll brands " feel
like they're missing out on that
market, " said Mathis at Inyo.
" It's a market on its own. I'm just
constantly chasing them, keeping
them reloaded. Customers will come
in the door and specifically only ask
for infused joints. And if we don't have
them, they're going to go somewhere
else. "
Mullen of Seattle-based Cannabis
City noted that pre-rolls infused with
live resin are more popular than those
infused with distillate-a trend he's
noticed with other products, too.
" People are more educated now
about concentrates, terpenes, other
cannabinoids. That's why I think
infused pre-rolls are moving so well
now, " Mullen said.
" Vendors are adjusting their
products and moving more toward a
cannabis connoisseur customer base
who are educated. "
Headset's Ashley said that in recent
years, marijuana operators have
increased investments in pre-rolls.
" The level of sophistication has really
increased, both in branding and in
this repeatable experience, " he said,
adding that successful brands include
Sublime, Fuzzies and Jeeter.
1.2 g
1.5 g
0.75 g
2019
2020
2021
0.7 g
0.5 g
2022
Source: Headset
On a Pre-roll
Pre-rolls are one of the categories taking market share
from flower. New brands, sizes and product types are
attracting more marijuana consumers.
Market share
The pre-roll category has been growing in market share
over the past five years in 10 states tracked by Headset.
States: AZ, CA, CO, IL,
MA, MD, MI, NV, OR, WA
9.5%
2019
7.9%
2018
9.1%
2020
12.7%
2022
10.9%
2021
42%
Pre-roll segment growth
Since the outbreak of the COVID-19 pandemic in early 2020,
infused or connoisseur pre-rolls have been growing in sales.
$60M
$40M
$20M
JFMAMJJASONDJFMAMJJASOND JFMAMJJASONDJFMAMJJA
2020
2019
2021
Infused pre-roll share by package size
Larger product sizes are growing in market share.
Other sizes
2022
3.5 g
3.0 g
5.0 g
2.0 g
2.5 g
1 gram
States: CA, CO,
MI, NV, OR, WA
Infused/connoisseur
Hybrid single strain
Indica single strain
Sativa single strain
of the pre-rolls sold
in 2022 were infused.
62 November-December 2022 | MJBizMagazine

MJBizMag November-December 2022

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