A Gender Shift in Cannabis: Why Young Women Are Outpacing Men and Forcing the Industry to Rethink Its Game Plan

For the first time in history, young women in the U.S. are consuming more cannabis than their male counterparts, signaling a significant shift in the market landscape. According to a 2023 survey published in August, women aged 19 to 30 reported higher cannabis use than men, a trend that is prompting retailers to adjust their strategies to cater to the evolving consumer base. While older demographics still show a male-dominated cannabis culture, this change among younger users could have far-reaching consequences for the industry.

The rising popularity of cannabis among young women coincides with record-high rates of nicotine and cannabis vaping, with past-year use reaching 25% and 22%, respectively, in this age group. Stress, anxiety, and other mental health concerns are driving this shift, as many female consumers turn to cannabis for potential relief, even though evidence of its effectiveness for these issues remains limited.

Young women’s increased cannabis consumption appears to be driven by a combination of factors. Stress and anxiety have become significant concerns for this demographic, with many women seeking out cannabis as an alternative way to manage these issues. This trend aligns with a broader societal shift toward mental health awareness and the search for natural remedies, even though the therapeutic benefits of cannabis for mental health are not conclusively proven.

The shift in cannabis consumption patterns is also being fueled by growing social acceptance and ongoing legalization across the U.S. With more states legalizing recreational and medicinal cannabis, young women are finding it easier and more socially acceptable to incorporate cannabis into their lifestyles. In fact, women are now more likely than men to purchase cannabis from legal dispensaries, suggesting a preference for regulated and safe products over illicit alternatives.

Cannabis companies are moving quickly to adapt to this emerging consumer trend, recognizing that catering to the preferences of young women is not just a smart move, but an essential one. Lauren Carpenter, CEO of the dispensary chain Embarc, notes that women make over 80% of purchasing decisions in the U.S., making it crucial for companies to realign their marketing strategies and retail offerings to resonate with this powerful demographic.

Brands are now prioritizing product development that appeals specifically to women, with an emphasis on items that offer wellness benefits, subtle flavors, and convenient formats. Cannabis beverages, low-dose edibles, and beauty products infused with CBD or THC are seeing increased investment as companies like Tilray and High Tide shift their focus.

Tilray, a leader in the cannabis beverage market, is capitalizing on the trend with products like lemon iced tea, while High Tide’s acquisition of Queen of Bud demonstrates a commitment to high-THC products that cater to female consumers.

The rise in female cannabis consumers is prompting retailers to rethink the in-store and online shopping experience. Traditionally, cannabis marketing has leaned heavily toward male consumers, with a focus on potency and recreational use. Now, retailers are creating more welcoming environments that prioritize wellness and lifestyle branding, making cannabis shopping a more approachable and inclusive experience for women.

Dispensaries are increasingly offering educational resources and personalized consultations to help women find products that suit their specific needs, whether they are seeking pain relief, stress reduction, or simply a social experience. For example, Embarc and other dispensaries are focusing on educating consumers about product effects, responsible use, and how cannabis can fit into a balanced lifestyle.

Women are also outspending men in some markets, further driving the shift in retail focus.

Data from New York's first legal dispensary, Housing Works Cannabis Co., shows that in September, female customers spent an average of $91 per visit, compared to $89 for male buyers. This indicates that women are not only increasing in numbers but are also contributing significantly to sales growth.

As young women continue to outpace men in cannabis consumption, the implications for the industry could be profound. With women expected to remain key consumers, companies that fail to adapt their strategies may find themselves left behind. This trend could accelerate the development of cannabis products that emphasize wellness, beauty, and lifestyle, while pushing retailers to create more inclusive marketing campaigns.

Moreover, the gender shift could influence future cannabis legislation and normalization efforts. As more women embrace cannabis, their voices may play a crucial role in shaping public policy and advocating for continued legalization efforts across the country. Female-driven demand for high-quality, regulated products could also push the industry toward higher standards in product safety and transparency.

The shift is a wake-up call for an industry that has long been dominated by male-oriented marketing. With women now driving a significant portion of cannabis sales, companies are rethinking everything from branding to retail experience to stay ahead in the evolving market. As young women continue to lead the charge, the cannabis industry may find itself undergoing a transformation that extends far beyond consumer demographics.

Are cannabis companies doing enough to cater to female consumers?

• Yes, the industry is evolving quickly
• No, there’s still a long way to go
• Not sure, but change is needed