Missouri Pre-Roll Market Overview
Posted by Custom Cones USA on Aug 20th 2024
By Brian Beckley
Since launching its adult-use marketplace in 2023, Missouri has proven to be one of the most exciting and innovative markets in the country, particularly for pre-rolls.
But like every market, the Show Me State has its own unique set of rules and regulations for product testing, packaging and everything else, including a special warning symbol needed on the filters of pre rolled cones.
So let’s take a deeper look at the Missouri pre-roll industry, as well as what you need to know in order to compete in this exciting and rapidly expanding marketplace.
*All pre roll data was pulled from Headset.io, which is sourced from consumer transactions in 13 states: Arizona, California, Colorado, Florida, Illinois, Massachusetts, Maryland, Michigan, Missouri, Nevada, New York, Oregon, and Washington.
Table of Contents
Missouri Pre-Rolls by the Numbers
In only its second year as a recreational cannabis market, Missouri’s pre roll sales are seeing continued, strong growth. Over the first half of 2024, Missouri retailers sold more than 5 million pre-roll products for a sales total of $73.9 million.
In June alone, consumers bought about $13.5 million worth of pre roll products. That’s a 19.5% year-over-year revenue increase since June 2023’s sales total of $11.3. Over the same time period, unit sales saw a 31.4% increase, from nearly 697,000 units in June 2023 to more than 915,000 units in June 2024.
Then, in July 2024, Missouri pre roll sales had their best month ever, selling more than 1 million units and generating more than $14 million in sales, both record highs for the state.
The pre-roll category market share in Missouri has climbed every month in 2024, reaching an all time high of 11.4% in July. It’s the No. 3 cannabis segment in the state by sales revenue (behind flower and vapor pens) and the No. 2 segment in the state by unit sales, trailing only flower.
In total, since the recreational market opened in February 2023, retailers have moved nearly 13 million pre-rolls units and generated $190 million in sales revenue through June 2024, with no signs of the market slowing down.
The Hottest Missouri Pre-Roll products
Within the pre-roll segment, the hottest product in Missouri in 2024 is a single strain hybrid, followed by connoisseur/infused, though the latter segment, in which a cannabis concentrate is added to pre roll, has seen impressive gains and separated itself from all others for an easy second-place finish.
And though single strain hybrids may be the top-selling segment within the pre-roll category as a whole, the top four pre-roll products in the state are infused. We expect infused products to continue to grow in popularity as producers dial in procedures and harvest sizes increase, allowing for more flower to be made into concentrates, which can then be added to pre-rolls.
The top selling pre-roll products so far in 2024 in Missouri are:
- Elevate Missouri – Grapefruit Durban Pre-Roll 10-Pack (5g)
- Vivid – Florida Kush Pre-Roll (.75 g)
- Illicit/Illicit Gardens – Smokos – Kansas City Kush Pre-Roll 5-Pack (2.5g)
- Illicit/Illicit Gardens – Smokos – Dawg Lemons Pre-Roll 5-Pack (2.5g)
- Elevate Missouri – Headband Cookies Pre-Roll 10-Pack (5g)
As for brands, Good Day Farms leads all others in sales with more than $24 million in revenue since the market opened, followed by CLOVR at $16.7 million and Illicit/Illicit Gardens at $16.3 million.
Missouri has also seen a drop in prices for consumers, with an average pre roll (equalized per gram) landing at $11.29 in July, down from a high of $15.04 in July 2023.
As you can see, by any measure, Missouri is one of the hottest pre roll markets in the country and still only getting started.
Missouri Pre-Roll Testing Requirements
Having the benefit of watching several other states launch their programs, Missouri’s testing regiment is among the strictest in the industry, with regulations specifically stating that all products must be tested in their final form, including pre-rolls.
That means that not only does your flower need to be clean, but also the pre rolled cones you pack it in as well.
All cannabis products in Missouri, including pre rolls, must be tested by one of 10 state certified labs for:
- Moisture Content and water activity;
- Residual solvents and processing chemicals;
- Residual pesticides;
- Microbial impurities;
- Mycotoxins;
- Foreign materials;
- The "big four" heavy metals (arsenic, cadmium, lead and mercury) + Chromium;
- Cannabinoids; and
- Terpenes (if requested).
Heavy Metals Testing for Missouri Pre-Rolls
Missouri, like many states, mandates testing for the "big four" heavy metals in pre rolls: mercury, cadmium, lead, and arsenic. These elements are toxic to humans even in small amounts. Plants absorb heavy metals from the soil, and when consumed, they can harm vital bodily systems, including respiratory, central nervous, and reproductive functions.
Although heavy metals are hazardous, microbials and mycotoxins pose the most severe threat to consumer health in cannabis products.
One of the more interesting notes in the Missouri testing regiment comes with the heavy metals testing as Missouri is one of only a handful of states to include chromium. This additional requirement reflects growing concern about this dangerous heavy metal. Once in the bloodstream, chromium can damage the kidneys, liver, and blood cells. Without treatment, it may lead to renal and hepatic failure.
Microbial and Mycotoxin Testing for Missouri Pre-Rolls
Although heavy metals are hazardous, microbials and mycotoxins pose the most severe threat to consumer health in cannabis products.
Mycotoxins are toxic substances produced by certain molds, including Aspergillus. These compounds can weaken the immune system and harm the liver. Missouri's testing protocol focuses on two mycotoxin categories: Aflatoxins and Ochratoxin A. Both are known for their ability to modify DNA, potentially triggering cancer cell development.
Missouri's regulatory standards specify that cannabis must contain fewer than 20 micrograms of total mycotoxins per kilogram to be deemed acceptable.
The state's testing requirements also extend to other microbial contaminants, including Pathogenic E. Coli, Salmonella, and specific Pathogenic Aspergillus species, namely A. fumigatus, A. flavus, A. niger, and A. terreus.
Pesticide Testing in Missouri Pre-Rolls
Missouri regulations require cultivators to report in the state track and trace system which pesticides they use (along with fertilizers and other chemicals applied to the plants). Additionally, state law requires testing for 61 chemicals and 20 residual solvents, as well as a foreign matter screening.
Missouri Pre-Roll Packaging and Labeling Requirements
Like every state, Missouri also has its own rules and regulations concerning packaging requirements.
For example, cannabis packaging, including pre roll packing, has to be child-resistant, resealable and opaque – which is a little ironic for the Show Me State, if you think about it. It also has to be an FDA-approved for food contact.
Additionally, all marijuana products need to be "clearly and conspicuously labeled with ‘Marijuana’ printed at least as large as any other words used, as well as a prominently displayed universal symbol in red and white print."
The symbol required is a red and white diamond containing the letters THC and an "M."
Taking a closer look, Missouri law also specifically states "Except as specifically identified herein, labeling requirements apply to containers, wrappers, packages, and methods of administration that contain marijuana product, except seeds or plants. The labels required herein are not required on the paper for prerolls."
So while the labels may not be required on the rolling paper itself, the filter – or crutch – of a standard pre-roll cone can be considered the "method of administration." Therefore, to be safe, all Missouri pre rolls should feature the new label.
Missouri Pre-Rolled Cones
At Custom Cones USA, we designed a special Missouri pre rolled cone specifically to meet the needs of producers in the Show Me State.
Our new designer pre rolled cone that has the state’s required warning logo and the word "marijuana" printed right on the filter itself, so you can always be sure your pre-rolls are in compliance.
This unique Missouri pre rolled cones comes in two sizes - the 109mm full gram cone and our 84mm half-gram cone – and are available in both our ultra-refined white paper and our natural brown to meet your brand’s needs.
Final Thoughts on Missouri Pre-Rolls
With plenty of room for growth and a customer base that leans into the innovation and excitement of pre rolled joints, the Missouri market is one of the most exciting in the country.
Since launching in February 2023, Missouri’s cannabis industry has seen skyrocketing growth and the pre-roll sector continues to drive its industry forward. As cultivators increase their output and customers begin to explore the concentrates market, infused pre rolls will continue to grow in popularity and are poised to take over as the top product segment, meaning there is plenty of opportunity for manufacturers to establish their brand as a market leader.
However, like every market, Missouri has its own set of packaging rules, so its important to make sure you buy pre rolled cones that feature the state-required warning symbol and package them in opaque, child resistant packaging to ensure you stay on the right side of the law.
But beyond that, the sky is the limit for Missouri pre rolls and we can’t wait to see where it goes next!
Brian Beckley spent 20 years as an award-winning newspaper journalist and editor, covering cities on both coasts before becoming Managing Editor of Marijuana Venture magazine, where he covered all aspects of the cannabis industry for five years. In his role with the magazine, he spoke at numerous cannabis conferences and hosted several media panels. Brian joined Custom Cones USA as lead copywriter in 2023.
Since launching its adult-use marketplace in 2023, Missouri has proven to be one of the most exciting and innovative markets in the country, particularly for pre-rolls.