Women Are Powering the New Wave of Cannabis Consumption
How shifting demographics are shaping the future of cannabis
When most people picture a typical cannabis consumer, outdated stereotypes might still come to mind: a laid-back young man, lounging on a couch. But today’s reality paints a very different picture—one that's increasingly shaped by women.
According to Flowhub's 2024 Cannabis Industry Statistics, 48% of cannabis consumers today are women, a notable increase from previous years and a clear sign that women are driving the growth and evolution of the cannabis space. This marks a turning point in how the industry markets, innovates, and thinks about its customers.
The Rise of the Female Cannabis Consumer
The growing number of women consuming cannabis isn’t just a statistic—it’s a reflection of changing societal norms, expanded legalization, and evolving wellness trends. Women are not only more open about cannabis use, but they’re also embracing it for a wide range of reasons: relaxation, sleep, anxiety relief, menstrual pain, creative inspiration, and social enjoyment.
A 2023 report by Brightfield Group found that women tend to seek out cannabis for functional wellness, such as sleep, anxiety, or stress management, more than men do. They’re also more likely to be selective about product quality, ingredients, and terpene profiles, signaling a shift toward conscious, informed consumption.
Influencing Product Development and Retail
As women’s presence grows in cannabis, it’s influencing what products are made and how they’re marketed.
Brands are beginning to:
Design more discreet, elegant, and functional packaging
Highlight terpene effects and full-spectrum products
Cater to microdosing preferences with lower-THC edibles and vape pens
Market strains with flavor and aroma-driven profiles like lavender, citrus, or berry
Women are also a major force behind the success of topicals, tinctures, bath bombs, and low-dose beverages—products that were once niche but are now becoming staples of modern cannabis menus.
Gender Preferences in Cannabis Products
Men and women consume cannabis differently, displaying distinct product preferences that shape industry opportunities. Here’s a snapshot:
Non-flower products
29% of women prefer edibles, tinctures, topicals, and other alternatives.
Only 15% of men share the same preference.
Flower consumption
27% of men prefer flower, compared to just 19% of women.
Blended preferences
52% of women and 59% of men enjoy both flower and non-flower products.
These trends highlight an opportunity to innovate wellness-focused products for women while sustaining traditional offerings for flower-loving male consumers. By understanding and catering to these differences, brands can create more inclusive, tailored strategies that drive growth.
Women Are Also Shaping the Industry
It’s not just about consumption—women are helping lead the industry forward. From CEOs to growers, marketers to budtenders, female professionals are carving out space in what was historically a male-dominated arena. Organizations like Women Grow and Tokeativity are helping foster networks, leadership, and education for women in cannabis.
Still, there’s work to be done. While women are half the consumers, only 22% of cannabis businesses are owned by women, according to a 2021 MJBizDaily report. As consumer demand continues to rise, there’s increasing pressure—and opportunity—for the industry to reflect the diversity of its customers.
A Shift in Cannabis Culture
The fact that nearly 1 in 2 cannabis consumers are now women is more than a trend—it’s a cultural shift. The industry can no longer afford to lean on stoner tropes or one-size-fits-all marketing. The new cannabis consumer is curious, diverse, intentional, and often, she’s a woman.
As brands look to the future, embracing this shift means more than just pink packaging or Mother’s Day specials. It means listening to women, representing them in leadership, and continuing to innovate in ways that support wellness, equity, and access.
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