The cannabis industry is experiencing a significant shift, with women emerging as a powerful consumer demographic. As legalization expands and societal perceptions evolve, women are increasingly influencing market trends, product development, and purchasing behaviors. Understanding their preferences, needs, and buying patterns is essential for businesses looking to capitalize on this growing sector.
Women and Cannabis: A Growing Market
Recent studies indicate that women now make up nearly 40% of cannabis consumers, with projections showing continued growth. Unlike the early days of cannabis marketing, which often targeted young male users, today’s industry recognizes the diverse motivations and preferences of female buyers. Women are seeking cannabis for wellness, relaxation, pain management, and social enjoyment, driving demand for a broader range of products.
Why Women Are Turning to Cannabis
1. Wellness and Self-Care
Women are integrating cannabis into their wellness routines, using CBD and THC products for stress relief, sleep support, and menstrual pain management. Cannabis-infused beauty products, such as serums and bath soaks, have also gained popularity as part of self-care regimens.
2. Alternative to Pharmaceuticals
Many women prefer cannabis as a natural alternative to prescription medications for anxiety, chronic pain, and migraines. As research on cannabinoids grows, more women are exploring cannabis for symptom relief without the side effects of traditional pharmaceuticals.
3. Social and Recreational Use
Women are embracing cannabis for social and recreational purposes, from infused beverages at gatherings to microdosed edibles that allow for a controlled and enjoyable experience. The stigma around female cannabis use is diminishing, encouraging more open exploration.
Buying Patterns of Female Cannabis Consumers
Preference for Low-Dose and Microdosed Products
Women tend to favor lower-dose products that provide benefits without overwhelming psychoactive effects. Microdosed edibles, tinctures, and beverages are particularly popular for maintaining functionality while experiencing relief or relaxation.
Interest in Organic and Clean Products
Health-conscious female consumers prioritize organic, sustainably sourced, and additive-free cannabis products. Brands that emphasize transparency in cultivation and production processes resonate with this audience.
Online Shopping and Discreet Purchases
Women are more likely than men to research products online before purchasing. They appreciate detailed product descriptions, customer reviews, and educational content. Dispensaries that offer delivery services or discreet packaging appeal to those who prefer privacy.
Brand Loyalty and Community Engagement
Female consumers tend to be brand-loyal, especially when a company aligns with their values. Brands that support women’s causes, engage with female-led communities, and feature women in leadership roles tend to build stronger customer relationships.
How Brands Can Attract and Retain Women Buyers
1. Education-Driven Marketing
Providing accessible, informative content about cannabis benefits, dosage guidelines, and safe consumption methods helps empower women to make informed choices.
2. Female-Friendly Retail Environments
Dispensaries that offer welcoming, boutique-style spaces with knowledgeable staff appeal to women looking for a comfortable shopping experience.
3. Representation in Advertising
Brands that showcase diverse women using cannabis in everyday settings—whether for wellness, relaxation, or social enjoyment—help normalize and destigmatize female cannabis use.
4. Supporting Women Entrepreneurs
Women-led cannabis brands and dispensaries are on the rise. Supporting female entrepreneurs within the industry fosters a sense of community and trust among female buyers.
The Future of Women in the Cannabis Market
As the cannabis industry continues to grow, the influence of female consumers will only strengthen. Businesses that adapt to their preferences, prioritize education, and build authentic connections will be well-positioned to thrive in this evolving market. Women are not just buyers—they are shaping the future of cannabis culture and commerce.