Report finds that pre-rolls are becoming more profitable in Canada than cannabis flower

Canada is, for the first time, consistently seeing pre-rolls surpass flower as the highest-grossing cannabis category in the country, according to the Top 50 Canadian Pre-Roll Brands of 2025 industry report just released by Custom Cones USA.

Drawing on 2024 sales data provided by cannabis analytics firm Headset, the report details how pre-rolls generated more than $1.27 billion in revenue across nearly 69 million units sold, securing a 32.8% market share. By mid-2025, pre-rolls had overtaken flower in sales by 4.2 percent, or $38 million, to become Canada's top-grossing cannabis product category.

"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. "The data shows a market that rewards quality and innovation, and the brands leading this list are embracing this shift as they treat the pre-roll as both a primary revenue driver and a platform for creativity, potency and craftsmanship."

Topping the list is General Admission, a brand from Calgary-based Decibel Cannabis Company, as they finished the year 250% ahead of their nearest competitor in both total sales and market share, selling more than 5.6 million units and generating nearly $147.5 million in pre-roll sales.

The report analyzes Headset's consumer transaction data from more than 500 retailers across four Canadian provinces: Alberta, British Columbia, Ontario, and Saskatchewan. Rankings are based on total pre-roll sales, supplemented with a proprietary Social Score that factors in Instagram, LinkedIn and website engagement metrics.

Other top performers on the list include Shred, famous for its terpene-rich blends, and Back Forty, a heritage brand known for its accessible, large multipacks. The report also highlights Jeeter, America's best-selling pre-roll brand, which made a strong entrance into the Canadian market in 2024, and Redecan, an Ontario-based company recognized for its Redees slim pre-roll packs.

The full report, including an examination of market trends, the complete Top 50 list, and in-depth brand profiles, is available at the link here.