Women are playing a major role in shaping the marijuana sector, influencing market trends and driving innovation. Brands are adjusting to meet the demands of women who are increasingly using marijuana for wellness advantages, including stress relief, pain treatment, and improved sleep, by providing products that fit with a health-conscious lifestyle.
The industry is seeing a rise in marijuana-infused wellness products, from edibles designed for relaxation to self-care items such as beauty creams and balms. Companies recognizing this shift can tap into a growing consumer base and remain competitive.
According to David Kooi, CEO of Jointly, a Los Angeles-based marijuana discovery app, women are driving the movement toward intentional marijuana use and giving wellness-related objectives top priority.
According to the app, 55% of its consumers are women, and they are more likely than men to use cannabis with a partner. Additionally, women report a higher success rate in using marijuana for pain relief and recovery.
Recent studies highlight the increasing prevalence of cannabis consumption among women. A 2023 study revealed that women between 19 and 30 surpassed men in cannabis use for the first time since 1975.
Creating products that integrate seamlessly into women’s daily routines is crucial, according to Grasslands’ COO Chloe Steerman. She noted that simply branding a product in feminine colors is no longer effective. “Women are discerning consumers who know exactly what they want,” she said. The challenge lies in getting industry executives to take these insights seriously.
Narmin Jarrous, chief development officer at Michigan-based Exclusive Brands, successfully launched Neno’s Naturals to help manage her endometriosis symptoms. Unlike many women in the industry, she had decision-making power and was able to develop a product that addressed a real medical need.
Jarrous urges companies to consider women’s health concerns, such as menstrual pain and endometriosis, when formulating new products. “Women not only make up a significant portion of marijuana consumers, but they also influence household purchasing decisions,” she pointed out.
Veda Warrior CEO Smrita Choubey incorporates Ayurvedic principles into her marijuana-infused butter and cooking oils, with 65% of her customer base being women. While the company maintains gender-neutral branding, it is developing a new line of balms and gummies tailored to women’s needs, including cramp relief.
Other companies are also recognizing the growing influence of female consumers. Connected Cannabis Co. is partnering with Kush Queen for International Women’s Month, launching a product bundle designed to enhance intimacy and wellness.
As women continue to drive demand in the marijuana market, businesses that listen to their needs and create thoughtful, wellness-oriented products will be well-positioned for success. It won’t be surprising when leading brands like TerrAscend Corp. (TSX: TSND) (OTCQX: TSNDF) gradually increase the number of products they offer to meet the specific wellness needs of women in the markets they serve.
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