As the largest generation in the United States, millennials are reshaping consumer spending trends – including expenditures on cannabis, where that age group dominates the pre-roll market.
Millennials – currently ages 28-43 – are leading the charge in consumption of pre-rolls, accounting for 45% of the $3 billion market, according to a recent study.
“They’re at that sweet spot where they have more money and they have more freedom than younger generations,” Custom Cones USA co-founder and CEO Harrison Bard told MJBizDaily.
“Compared to older generations, they grew up consuming cannabis.”
The study combined survey data from more than 900 cannabis users nationwide with Headset analytics to create a comprehensive look at pre-rolls consumers and their buying habits.
It was conducted by Renton, Washington-based pre-rolls packaging and manufacturing company Custom Cones USA and Seattle-headquartered cannabis analytics firm Headset.
The average price for a pre-roll, according to Headset data, is $6.44 per gram, a number that’s been declining for years.
In September 2022, the average, equalized price for a pre-roll was $8.13.
While millennials account for the biggest share of consumers purchasing pre-rolls, other generations are close behind.
In September, spending on pre-rolls by generation was:
Bard noted that vape pens are popular with Gen Zers but favored less by older generations.
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