In recent years, cannabis has shed that stoner stigma and has entered the mainstream. Nowhere is this shift more apparent than in the growing number of women who are reaching for cannabis products to enhance their well-being. A recent YouGov poll offers valuable insights into the motivations and preferences of female cannabis consumers in the United States, shedding light on their reasons for selecting the products they use.
Women are increasingly becoming a prominent demographic in the cannabis market/industry. As the normalization of cannabis spreads globally, more brands are adapting their strategies to cater specifically to female consumers. Let’s take a dive into what the poll found!
Why Women Are Turning to Cannabis
When it comes to cannabis consumption, health benefits reign supreme for female users. According to the YouGov poll, improving sleep quality is a top reason cited by 16% of women. Many are also interested in cannabis’ potential to manage physical pain, with 14% expressing curiosity. Stress relief and relaxation play a significant role, with 12% of women indicating they would try cannabis for these reasons.
Furthermore, some women see cannabis as a safer alternative to prescription medications, with 12% citing this as a motivating factor. Mental health considerations, such as addressing depression or anxiety, also drive interest, with 11% of respondents expressing interest.
Understanding what drives women to try cannabis is crucial for brands targeting the female audience. While health benefits are a key motivator, knowledge of cannabis’ effects and expert guidance can also encourage women to explore the plant.
Around 7% of respondents mentioned that greater knowledge or guidance would make them more likely to try cannabis. Interestingly, social acceptance and recommendations from trusted individuals play a smaller role in sparking initial interest.
What Female Cannabis Consumers Look for in Cannabis Products According to Poll
Among women who already consume cannabis, price is the primary consideration when choosing products, per the YouGov poll, with 70% stating that cost heavily influences their choices. Detailed descriptions of effects help nearly half (49%) of women select the right product for their needs.
Additionally, premium ingredients are valued by 36% of respondents, reflecting a broader trend towards natural and high-quality components in personal care products. Promotions, sales, and recommendations from professionals also influence purchasing decisions, though factors like packaging design hold less sway.
Why Women Use Cannabis and Product Preferences
Relaxation and sleep improvement emerge as dominant factors in why women use cannabis products, with 70% and 69%, respectively, citing these reasons. Pain relief motivates 53% of users, while nearly half (51%) turn to cannabis to address depression or anxiety.
Interestingly, a significant portion (41%) use cannabis as a substitute for traditional prescription or over-the-counter drugs. Personal enjoyment and enhanced focus drive 39% and 29% of women, while for a smaller segment, cannabis enhances social experiences, supports mindfulness practices, or even aids in physical training.
Per the poll, women demonstrate a wide range of preferences when it comes to the form of cannabis they consume. Traditional flower or bud products, including pre-rolled joints, are the most popular, with 80% of respondents using cannabis in this form.
Edibles, such as baked goods and candies, follow closely behind at 74%. Concentrates for vaping or dabbing, like oils and waxes, are used by 59% of respondents. Other popular forms include topicals, such as lotions and creams (36%), as well as ingestible options like capsules, sprays, or lozenges (37%).
While recreational use is common, a notable number of women either currently hold or plan to acquire a medical cannabis card. According to the poll, 23% of respondents hold a medical cannabis card, and an additional 23% plan to get one.
For Brands Aiming to Capture the Attention of Female Cannabis Consumers
Cannabis trends continue to evolve as more women explore the potential benefits of this versatile plant. Understanding the motivations and preferences of female consumers is crucial for brands seeking to connect with this audience.
Brands looking to succeed in the female cannabis lane should consider the key drivers behind women’s purchasing decisions. Price, detailed product descriptions, premium ingredients, and promotions play significant roles in influencing choices. Additionally, offering products that cater to relaxation, sleep improvement, pain relief, and mental health would resonate with this audience if you look at the poll.
Female cannabis consumers are shaping the future of the industry. As more women explore the potential benefits of cannabis, brands must pay attention to evolving preferences and motivations. By aligning their offerings with the values and goals of female consumers, brands can foster lasting connections and drive growth in the cannabis market.
