Infused pre-rolls ignite California’s marijuana market
- Jason Beck
- 2 days ago
- 3 min read
June 10, 2025
Infused pre-rolls are rapidly gaining popularity and reshaping sales trends in the California marijuana market.
From Dec. 1, 2024, to Feb. 28, 2025, the California marijuana market generated $1.1 billion in total sales, experiencing a decline of 0.5%, according to a report from pre-roll machine manufacturer RollPros using data from Colorado-based cannabis market research firm BDSA.
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The standout trend during that period was the dominance of infused pre-rolls, which accounted for 66.3% of the $178.1 million of all pre-roll sales.
This indicates a shift in consumer preference, as traditional pre-rolls now hold market share of only 33.7% and experienced a 2.5% decrease in unit sales.
“If you think of extracts or concentrates on their own, it seems like every other week there is some sort of new type or new subcategory,” said Jonathan McFarlane, vice president of sales and marketing for Vancouver, Washington-headquartered RollPros.
“It’s like there’s diamonds and sauce, or there’s crystal discs. It’s hard to keep up with the ever-growing galaxy of concentrates and mixing it with flower.
“By combining those two things, you’re able to create truly unique products that aren’t just based on genetics.”
Maintaining a competitive edge
Jeeter is the undisputed leader in California’s pre-roll market with $26.7 million in sales and 15% of the state’s market share.
It’s followed by:
Stiiizy with $18.7 million in sales and 10.5% of the market share.
Sluggers Hit at $7.8 million in sales and 4.4% of the market share.
Kingpin at $7.1 million and 4% market share.
Presidential RX with $6.4 million in sales and 3.5% market share.
Lukasz Tracz, co-CEO of Desert Hot Springs-based Jeeter, said the California market is the most competitive in the nation, but Michigan is starting to catch up.
“This is where everybody wants to build their name,” Tracz said of California.
Tracz said innovation and product quality are key to standing out in the crowded market.
Jeeter developed products based on intuition and gut feelings, rather than getting caught up in what Tracz calls “analysis paralysis” or getting lost in the data.
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“We never got lost in that at the beginning,” he said.
“If we got lost in that, we’d probably be selling flower.”
Jeeter worked on its infusion process for 2½ years before performing a six-month sensory analysis test with random people smoking pre-rolls made with the new formula.
Tracz said the satisfaction rate for the new formula was 37% higher than for Jeeter’s previous version.
Collaborations that help Jeeter tell its story also help the company stand out.
Jeeter teamed up with fictional characters Jay and Silent Bob of the films “Clerks,” “Mallrats” and “Chasing Amy” to celebrate National Donut Day on June 6.
Jay and Silent Bob star in a comedic short produced by Jeeter and National Lampoon that introduces Bluntman’s Chronic, a slow-burning, hole-infused pre-roll.
“That’s one thing we’re good at is being good storytellers,” Tracz said.
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Trending and pricing
The five-pack of half-gram mini-joints has emerged as the clear leader in pre-roll sales.
The mini-joints offer a combination of portability, value and potency.
“I think for a while there was this bigger-is-better mentality,” RollPros’ McFarlane said. “Nowadays, that just doesn’t matter.
“People want convenience. They want something that they can consume easily.”
McFarlane noted that when people find something they like, they purchase larger quantities – such as five-packs – so they don’t have to return to their retailer as often.
Price is a consideration, and Jeeter and Los Angeles-headquartered Stiiizy are competitive. Jeeter’s products average $12.57 per gram; Stiiizy’s are $11.52 per gram.
But even more important is consistency, McFarlane said.
“(People) want something that’s easy, they want something that they know,” he said.
“When they buy a pack of Jeeter’s, they know exactly what it is. Two weeks later, when they go to buy another pack, it’s exactly the same.
“So that consistency really helps some of the smaller brands, but a lot of the craft growers can sometimes struggle with consistency.
“If you’re trying to build loyalty to your brand, consistency really does matter.”
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