2026 Ontario Pre-Roll Market Report

In the Canadian pre-roll landscape, one province towers above the rest: Ontario alone accounts for 50.5% of all pre-roll dollars spent in the Great White North.

With the largest population of any province and 5 of the 10 largest cities in Canada, it only makes sense that Ontario has an outsized presence, but the numbers are a little staggering.

In 2025, Ontario residents bought CAD$724.2 million worth of pre-rolls, or about 40.3 million units. That's more than double any other tracked province in both dollars and units sold and would place Ontario third behind California and Michigan – the two biggest pre-roll states – when compared to the American market.

So what pre-rolls are selling in Ontario? How are pre-rolls packaged in Ontario? Who is buying pre-rolls in Ontario? And how does Ontario's pre-roll sales compare to other provinces?

The Pre-Roll Experts are here to help.

Ontario Pre-Rolls by the Numbers

As noted, pre-roll revenue soared to more than $724.2 million in 2025, up from $675.4 million in 2024, a growth rate of 7.2%. The unit sales growth rate was even larger at 9.2% with Ontario residents purchasing 40.3 million pre-roll units, up from 36.9 million the year before.

As for market share, pre-rolls captured 32.7% of all revenues in Ontario, second only to flower's 35.3%. However, in 2025, pre-rolls grew 1.4% in market share, by far the largest growth of any category (vapor pens came in second at 0.4%) and a stark contrast to flower, which fell by 1.3%.

In fact, 48.2% of all purchases in Ontario in 2025 included a pre-roll.

Here is a look at how Ontario compares to other provinces tracked by analytics firm Headset:

Ontario Pre-Roll Sales vs Other Provinces 2025

Interesting to note, when converted to American dollars, Ontario's pre-roll revenue would rank third among the states (US$521.4 million), about US$100 million behind second-place Michigan and its 40.3 million units sold places it third behind Michigan's 134.3 million units and California's 51.5 million units.

And when converted to U.S. dollars, Ontario's average price of about US$12.96 put it below California's average price, but still well above Michigan, which at US$4.61 is the lowest average price for a pre-roll in the States.

What Pre-Roll Products are Selling in Ontario?

The most popular type of pre-roll in Ontario is the hybrid, which accounts for 39.7% of all pre-rolls sold in the province, generating $287.6 million on sales of 17.5 million units. That's a year-over-year growth of 5.3% in revenue and 8.7% in units sold.

The connoisseur/infused segment comes in second at $257.3 million – about 35.5% of all pre-roll revenue – and 10.3 million units sold. The infused segment, which combines a concentrate with the flower for increased potency and flavor, showed a year-over-year revenue growth of 9%. However, unit sales only increased by 5.1%, demonstrating the higher average price point of the segment.

The ind. pre-roll comes in third place, with by far the largest growth of any other segment in Ontario, and though impressive, that may reflect the larger drop off after the hybrids and infused pre-rolls. This past year, the ind. segment grew a massive 21.2%, reaching $81.6 million on sales of 5.9 million units.

Sat. pre-rolls followed with $67.3 million in revenue on 5.1 million units sold, a 4% YoY revenue growth and 7.1% growth in unit sales. Next was the mixed type category – usually sold in large multi-packs – at $16.9 million in revenue on sales of 676,000 units, which is a growth of 10.1%YoY as far as units sold, but a 6.6% drop in revenue from 2024.

Wrap pre-rolls come in next at $9.5 million in revenues and 739,000 units sold, but that's a revenue drop of nearly 20% from the prior year (though it should be noted that the "wrap pre-roll" segment does not include infused wrapped pre-rolls, which appear in the "infused" segment).

Finally, CBD pre-rolls round out the category with $4 million in revenue on just 166,000 unit sales.

Multi-Packs in Ontario

Like the rest of Canada, the sales charts in Ontario are dominated by multi-packs, which account for a full 86.1% of all pre-roll revenue in the province. Multi-packs accounted for $623.6 million in revenue on 30.9. million units sold in Ontario in 2025, with pre-roll fans flocking to them for their convenience or to stock up.

Multi-pack revenue saw year-over-year growth of 9.8% in revenue and 12.2% growth in unit sales from 2024.

Interesting enough though, that puts Ontario third among the tracked provinces for multi-packs as a percentage of sales with the more rural Saskatchewan (88.9%) and Alberta (88.4%) consumers buying a higher percentage, however because of the smaller populations, those only account for $50.2 million and $313.4 million, respectively, in revenue.

The most popular size multi-pack in Ontario is the 3-pack, moving 7.4 million units for $157.8 million in revenue, followed by the 10-pack at 6.7 million units and $150.6 million and the 5-pack at $116.5 million in revenue on sales of 3.9 million units.

Who is Buying Pre-Rolls in Ontario?

In Ontario, like in the rest of Canada, one demographic dominates pre-roll sales. No group buys more pre-rolls in Ontario than Millennials. Millennials bought 18.3 million pre-roll units, generating $332 million in revenue, or about 46% of each metric.

Gen X is second at 25.9% of revenues with $187.3 million on 9.7 million unit sales, followed by Generation Z at $137.7 million (19%) and 8.8 million units sold. Baby Boomers come in last at just $66.2 million (9.2%) and 3.4 million units sold.

One interesting note is that Gen X has a larger percentage of revenue than unit sales, while that flips for Gen Z, indicating that Gen X leans toward premium products with higher price points, while Gen Z value shops more often.

Compared to overall industry sales in Ontario though, Gen X over-indexes the most, meaning they buy a larger percentage of pre-rolls than of products in general. Gen Z is the opposite, under-indexing in pre-rolls, which indicates they tend to prefer other categories, like vape pens or flower.

What Pre-Roll Brands lead the Ontario Market

Finally, let's take a look at the brands that top the Ontario pre-roll sales charts. Longtime industry leader General Admission takes the lead in Ontario, moving $54.4 million in pre-rolls on 2.1 million units sold. Newcomer Jeeter has found its way to second place, however, and is nipping at the heels of the leaders with $47.8 million in sales on 1.5 million units.

Here are the top 10 pre-roll brands in Ontario:

Top 10 Pre-Roll Brands in Ontario 2025

Final Thoughts on Ontario Pre-Rolls

With overall sales of more than $724 million in Ontario, pre-rolls are a must have driver of revenue for any brand's product line.

Additionally, 48.2% of all retail purchases in Ontario in 2025 included a pre-roll. But beyond that, pre-roll smokers are pretty loyal to their favorite format, with the data showing that when shoppers buy pre-rolls, 81% of their total spend goes to pre-rolls.

Contact the Pre-Roll Experts at Cones Canada today to find out how to launch, scale or grow your pre-roll line today, before your competition does.