For the first time, young women in the United States are consuming cannabis more than their male counterparts, marking a historic shift in the $30 billion industry. This demographic change is prompting companies to reimagine their offerings and invest heavily in products tailored to female consumers.
Major cannabis retailers have reported prioritizing shelf space for edibles, tinctures, topicals, and beverages—products proving especially popular among women. “Creating new products or rebranding may seem like a sunk cost, but with women making over 80% of purchasing decisions in the U.S., it’s not just smart; it’s necessary,” said Lauren Carpenter, CEO of dispensary chain Embarc.
According to Jointly, a cannabis product discovery app, women now comprise 55% of its user base and are outspending men in some regions. At Housing Works Cannabis Co., New York’s first legal dispensary, female buyers averaged $91 per purchase in September, compared to $89 for male buyers.
The trend is underscored by a U.S. National Institute on Drug Abuse (NIDA) survey showing that women aged 19 to 30 surpassed men in cannabis consumption for the first time in 2023. Stress, anxiety, and other mental health concerns appear to be driving this shift, although NIDA Director Nora Volkow cautioned that evidence supporting cannabis as a remedy for these issues remains limited.
Industry players are adapting quickly. Tilray, a New York-based cannabis company with a billion-dollar market cap, is investing in female-oriented brands like Solei Cannabis, while Calgary’s High Tide has credited its acquisition of Queen of Bud to the brand’s focus on women-centric, high-THC products.
This shift is also generational. Gen Z consumers are drinking less alcohol and using less tobacco, turning instead to cannabis for recreational and medicinal purposes.
“Businesses that take the buying power of female cannabis consumers seriously will stay ahead of the curve,” said Tatiyana Brooks, co-founder of cannabis data firm GetCannaFacts.
With legalization spreading and societal acceptance growing, the industry’s pivot toward women is poised to reshape the future of cannabis consumption.
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