Cannabis trends: Understanding female consumers' motivations and preferences

Cannabis trends: Understanding female consumers' motivations and preferences

Janice Fernandes - November 11th, 2024

As cannabis becomes more mainstream in the US, companies are increasingly tailoring strategies for young women, now a leading group among cannabis consumers. The recent elections underscored the ongoing national debate, as voters in Florida, Nebraska, North Dakota, and South Dakota considered legalization measures, with only Nebraska succeeding—reflecting the varied landscape for access. While expanding legalization often promotes cannabis as a safe, non-addictive substance, some users still face risks of dependency and side effects.

This article sheds light on how women are engaging with cannabis, offering insights to help brands and marketers understand this key demographic’s motivations, preferences and concerns. By analyzing YouGov’s recent data on US women aged 21 and older, brands can better understand why many women are turning to cannabis, what influences their purchases, which products they prefer, how much are they willing to spend and how often.

Reasons women would consider trying cannabis

When it comes to what would make a woman consider cannabis, health benefits are a primary draw. Improving sleep quality is a top reason (16%). Another 14% are interested in seeing if cannabis could manage or alleviate physical pain. One in eight would try cannabis products if they would help them relax (12%), highlighting the role of stress relief as a motivator. A similar percentage are open to trying it as a safer alternative to prescription or over-the-counter medications (12%) and as a way to improve focus (12%). Additionally, mental health considerations are also significant, as 11% would try cannabis to help with depression or anxiety.

Around 7% of respondents say they would be more likely to try cannabis with greater knowledge of its effects or if guided by an expert. Only a few women reported being influenced by social acceptance or recommendations from trusted individuals, though these factors play a small role in initial interest.

Key drivers behind women’s cannabis purchases

Among women who already consume cannabis, price is a primary consideration, with 70% stating that cost heavily influences their choice of products. Detailed descriptions of effects help 49% of women select the right cannabis products for their needs. In addition, 36% value products with premium ingredients, which aligns with a broader consumer trend favoring natural or high-quality components in personal care products.

Other considerations include promotions or sales (36%) and recommendations from professionals (26%). Although factors like packaging design are less influential, a small percentage (15%) still consider the look and feel of the product’s branding in their purchasing choices.

Reasons for using cannabis

Relaxation (70%) and Sleep improvement (69%) remain dominant factors in why women use cannabis products. Pain relief is a motivator for 53% of women who use cannabis products, while nearly half report using them to address depression or anxiety (51%).

Roughly two-thirds (41%) say they use cannabis products as a substitute for traditional prescription or OTC drugs. Personal enjoyment and enhanced focus are reasons for 39% and 29% of women respectively. For a smaller segment, cannabis enhances social experiences (29%), supports mindfulness practices (22%), and even aids in physical training or exercise (9%).

Cannabis products preferred

Women show a wide range of preferences when it comes to the form of cannabis they’ve consumed. Traditional flower or bud products, including pre-rolled joints, are the most popular, with 80% having used cannabis in this form. Edibles, such as baked goods and candies are nearly as popular (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%).

Medical cannabis card holders

While recreational use is common, a significant number of women either currently hold (23%) or plan to acquire a medical cannabis card (23%), which provides access to cannabis products for therapeutic reasons. The remaining half, however, do not intend to apply for a card, reflecting a divide between medical and recreational users.

Monthly spend and frequency

Cannabis spending patterns among women vary widely, with a substantial portion keeping their expenses relatively low. A third of respondents (34%) report spending between $0.01 and $49.99 on cannabis products each month, while 20% spend between $50.00 and $99.99. Around 14% say they spend between $100.00 and $149.99, and smaller groups report spending higher amounts, including about 5% who pay out over $250 monthly.

Consumption frequency also varies significantly. Some women use cannabis multiple times per day, with 36% falling into this high-frequency group. Nearly a fifth (19%) consume cannabis once daily, while another 17% report using it between two to six days each week. Less frequent consumers include those 7% of women use cannabis weekly, while 7% consume cannabis one to three days per month.

Make smarter business decisions with better intelligence. Understand exactly what your audience is thinking by leveraging our panel of 26 million+ members. Speak with us today

Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Data for this study used a nationally representative sample of the US market adult women (aged 21+ years). Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.  

Image: Getty Images