Sunday, May 26, 2024

These Are The Marijuana Products Women Are Buying

For the first time ever, concentrates have overtaken edibles in popularity among younger women, a change attributed to decreased stigma and increased consumer education.

In every sector of culture and society, a shift towards greater diversity is moving the needle on what, and who is considered “typical”. This is as true in the realm of cannabis consumption as anywhere else, with the stereotype of surfer dude stoners and glazed and confused couch potatoes making way for women as the fastest-growing segment of cannabis consumers.

Manufacturers are paying close attention to what these women want and how best to reach them with thoughtful branding, high levels of customer service, product design, and the retail experience. Not only are women increasingly driving cannabis sales, but they are also shifting their consumer behavior in ways that are pushing the industry to get more creative and innovative in meeting their demands — a trend that cannabis technology company Akerna (NASDAQ: KERN) highlights in its mid-year report.

CBD Vaping – What’s the Difference Between CBD E-Liquid And CBD Oil?
Photo by Elsa Donald via Unsplash

According to Akerna’s report, nearly 15 million women have purchased cannabis in 2021 so far, which is a 3.2% increase since 2019. Their market share, which in 2019 was 35% is now 38.2% and growing. Additionally, for the first time ever, concentrates have overtaken edibles in popularity among younger women, a change attributed to decreased stigma and increased consumer education. Previously, edibles held third place in female product preferences with concentrates in fourth, but that has changed since 2020 with 10.2% of women reporting a preference for concentrates over 8.9% who prefer edibles. Flower is still the favorite product among female consumers with 44% still ranking it their top choice, but the industry is watching this closely as new product innovations inspire new allegiances.

RELATED: More Women Switch Out Pharmaceuticals For Medical Marijuana

In Akerna’s report, 27.53% of female consumers fall into the under 30 category and 29.40% are between 30 and 40-years-old, with both demographics preferring flower, cartridges, and concentrates in that order. Both age categories placed infused edibles and “Other” in fourth and fifth place. For these women, cartridges lead concentrates by 20% or more, with edibles roughly half as popular as concentrates. Edibles still beat out concentrates for the 13.6% of female purchasers in the 50-60 age range and the 10.33% falling into the 60+ category. The strongest showing for edibles was in the oldest demographic (60+ women) studied, with 18.39% preferring edibles and only 5.31% concentrates.

RELATED: Women Are Overwhelmingly The Main Buyers Of This Cannabis Product

The trend in younger consumers leaning more towards concentrates and elders remaining loyal to edibles holds up in the male demographic as well, though this isn’t attracting as much notice from the industry as the rise of women consumers. Although Akerna’s mid-year report has men still accounting for 61.8% of cannabis sales, women are closing that gap at a steady pace and challenging the industry to up its game in order to compete for their business.

This article originally appeared on Green Market Report and has been reposted with permission.


Key Things To Know About Hemp And Marijuana Drinks

They are growing in popularity and can be found all over, here are key things to know about hemp and marijuana drinks.


New Report Says Medical Cannabis Consumers Spend More

Data shows that medical consumers tend to purchase more product at one time than recreational consumers.

Don't Miss Your Weekly Dose of The Fresh Toast.

Stay informed with exclusive news briefs delivered directly to your inbox every Friday.

We respect your privacy. Unsubscribe anytime.