Women not only drive the vast majority of overall consumer spending, but they’re also leading in cannabis consumption–something that’s changed the way legal cannabis businesses develop products, stock stores, and market. With March being Women’s History Month, it’s a fitting time to dive deeper into how female consumers are shaping the cannabis industry and to gain a better understanding of how to serve one of the industry’s largest consumer bases. 

Statistics shed light on the driving factors behind women’s cannabis consumption, preferred products, and how and where women choose to spend their money. Specifically:

• Women tap cannabis for three main reasons: the belief it will relieve anxiety, pain, and to get better sleep–not necessarily to get high
• Edibles are the preferred method of consumption, with topicals and cannabis-infused beverages growing in popularity 
• Women mainly shop at legal dispensaries, with a third of them spending over $100 per month and preferring to shop with a female budtender

All of the above point towards a key trend–that the focal point of women’s cannabis consumption is  wellness. The majority of women aren’t consuming to get high, they’re consuming as a form of self-care, to help themselves feel better mentally and physically. This is further exemplified through their preference of smoke-free products, over the traditionally popular flower products, as well as cannabis vapes, which recently topped the California Department of Cannabis Control’s charts as California’s most sold cannabis product. 

Patronage at legal, licensed dispensaries also comes from health consciousness, as this ensures the products being purchased have undergone required testing, are free of certain contaminants, and are properly packaged and labeled. 

For cannabis businesses, understanding and responding to these preferences is more than a good business practice, it’s essential for long-term growth and success. Women are not simply participants in the cannabis industry, but active influencers shaping its direction. They are both impacting how products are developed and sold, and repositioning cannabis as mainstream. To that, we say Happy Women’s History Month!