For the first time, women aged 19 to 30 are consuming more cannabis than their male counterparts, according to the latest findings from the US National Institute on Drug Abuse (NIDA). Published in August 2023, the survey revealed a significant shift in cannabis use patterns, particularly among young adults. While older age groups still show a higher prevalence of male consumers, younger women are leading the change, reflecting broader trends in health, stress management, and consumer preferences.
Key Data Points:
- Cannabis Use Among Young Adults: The NIDA survey shows that 30% of women aged 19-30 reported using cannabis in the past year, surpassing the 27% reported by men in the same age group. This marks the first time women have outpaced men in this demographic for cannabis use.
- Vaping Trends: Nicotine and cannabis vaping among 19 to 30-year-olds have reached record highs. Approximately 25% of young adults reported vaping nicotine, while 22% reported vaping cannabis in the past year, according to the study. Both figures have more than doubled over the last decade, reflecting changing attitudes towards consumption methods.
- Mental Health Factors: Stress, anxiety, and mental health concerns were cited as primary reasons for increased cannabis use among women. Surveys from the American Psychological Association (APA) show that women are more likely to report higher levels of anxiety and stress than men, which may explain this uptick in consumption. However, the effectiveness of cannabis as a treatment for anxiety remains contested. A 2020 meta-analysis published in Lancet Psychiatry suggested that while some users find temporary relief, the long-term impact of cannabis on mental health is still unclear and may contribute to worsening symptoms over time.
Women Are Leading Purchasing Decisions in the Cannabis Market
This surge in cannabis use among women has not gone unnoticed by the industry. According to Reuters, cannabis companies are reshaping their marketing strategies and retail offerings to accommodate this shift.
Lauren Carpenter, CEO of the California-based dispensary chain Embarc, pointed out that women make over 80% of purchasing decisions in the U.S., driving demand for products that resonate more with female consumers. Carpenter noted that brands now see a crucial opportunity to tailor product development to women’s needs, focusing on packaging, branding, and product formulations designed specifically for them.
One notable statistic comes from the cannabis app Jointly, where women now make up 55% of users. In addition, female cannabis buyers are outspending men in several markets. For instance, in September 2023, female consumers spent an average of $91 at New York’s first legal dispensary, Housing Works Cannabis Co., compared to $89 for male buyers. Although the difference may seem slight, it signals a broader trend of women becoming key drivers of market growth.
Cannabis Companies Shift Focus Toward Female Consumers
Cannabis companies are increasingly investing in products that appeal to this growing female demographic. Tilray, one of the largest cannabis producers, has been expanding its cannabis beverage line, which includes products like lemon iced tea, that have proven particularly popular among women. Tilray now controls nearly 40% of the cannabis beverage market in the U.S., largely due to the appeal of these products among younger female consumers.
Similarly, Canadian cannabis giant High Tide recently acquired Queen of Bud, a female-focused cannabis brand known for its THC-rich products. This acquisition is part of High Tide’s strategy to capitalize on the rising demand for products that cater to women’s preferences.
The Role of Legalization and Social Acceptance
Ongoing cannabis legalization across the United States is also fueling this trend. Women are more likely than men to purchase cannabis from legal dispensaries, according to a report by New Frontier Data. The report also highlighted that women tend to prioritize product quality and safety, which drives their preference for the regulated market. Social acceptance of cannabis, particularly among women, is on the rise, with 66% of American women now supporting cannabis legalization, according to a 2023 Gallup poll. This level of support mirrors increasing public recognition of cannabis as a tool for stress management and relaxation.
The Future of Female Cannabis Consumers
Looking ahead, women are expected to remain central to the growth of the cannabis industry. Companies are investing in women-driven product development, and while these efforts may come with short-term costs, industry experts see long-term benefits. According to BDSA, a leading cannabis market research firm, the female cannabis market is projected to grow by 16% annually over the next five years, outpacing the growth rate among male consumers.
In conclusion, as cannabis consumption among young U.S. women continues to rise, driven by stress, mental health concerns, and evolving social norms, the industry is responding with products and marketing strategies that reflect this shift. With women now making up a significant portion of the consumer base, the cannabis market is poised for further evolution, ensuring female consumers remain at the forefront of the industry’s future growth.
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