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Cannabis trend|Women are buying more weed
It’s no secret that men have long been the target audience for cannabis brands and retailers. However, a recent report by Headset has found that the growth of female consumers in the U.S. is outpacing that of males, at 55% vs. 49%, respectively.
Their data also shows that although only about one-third of total cannabis sales are to female customers, their market share has risen from 31.7% in 2020 to 32.6% in 2021.
Despite the increasing female market share, males still make up the majority of new customers, but not by much. A 2022 report by Eaze found that—of the new customers that consumed in 2021—48% were female and 52% were male.
Women are quickly becoming the largest demographic of cannabis consumers.
Differences in product demand between men and women
While that trend might not be a dramatic shift in the gender makeup of retail marijuana sales, it could have a lasting effect because men and women shop differently for cannabis products.
Women also outpaced men in spending on beverages, capsules, tinctures, topicals and, in some states, vape pens.
Like the flower category, men still outspend women on pre-rolls and concentrates.
Women may not consume as much as men, but they still make up an important one-third of the cannabis market. Flower and vapor pens are the most popular categories with both genders.
This may be due in part to women’s interest in cannabis from a wellness perspective. Jennifer Chapin, founder of Kikoko, told Quartzy recently that women in their 40s, 50s and beyond are looking to use lower-dose cannabis products that address concerns such as sleep, anxiety and sexual pleasure.
Focus on the women demand
With males making up 60% of adult-use buyers, marijuana retailers and manufacturers often focus their marketing and merchandising efforts toward men without realizing how detrimental that is to attracting female shoppers.
The shift could be a signal that companies, especially female-led businesses, are changing the way the industry thinks about product design and marketing by factoring in women shoppers.
Therefore, cannabis businesses need to pay more attention to women's demand for cannabis. Packaging design may be the first step to attract them. Then, you need to pay attention to selling products that more women like. Women pay more for drinks, capsules, tinctures, toppings and, in some states, vaping pens.Act now, the female market is waiting for you to develop!
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