The cannabis industry is seeing a shift, and women are leading the charge. From stress relief to pain management, more women are turning to cannabis as part of their wellness routine. In response, brands are evolving, offering products that cater to this health-conscious audience. Could this be the key to revitalizing a struggling market?
Cannabis as a Wellness Tool, Not Just Recreation
Cannabis use isn’t just about getting high anymore. For many women, it’s a wellness tool—an alternative to pharmaceuticals or alcohol. Whether it’s edibles designed to promote sleep, CBD-infused skincare, or low-dose beverages that fit seamlessly into a daily routine, the market is expanding in new directions.
David Kooi, CEO of cannabis discovery app Jointly, points out that women are driving purposeful cannabis use. “They’re seeking out products that fit into a healthier lifestyle, and cannabis is becoming an important tool in their wellness toolkit,” he says.
Jointly’s data backs this up. Women make up 55% of the platform’s users and are more likely than men to use cannabis with their partners—28% compared to 19%. They also report a nearly 10% higher success rate in using cannabis for recovery and pain relief.
Industry Evolution: What’s Working and What’s Not
Brands are paying attention. Gone are the days when slapping a pink label on a product was enough to attract female consumers. Women want function, quality, and products that integrate into their daily lives.
- Beauty and self-care products: CBD-infused serums, body lotions, and balms are finding a loyal audience.
- Edibles and beverages: Microdosed gummies and low-THC drinks are offering an alternative to alcohol.
- Medical cannabis solutions: Women seeking relief from chronic pain, anxiety, or menstrual discomfort are turning to cannabis in place of traditional medications.
Chloe Steerman, COO of cannabis marketing agency Grasslands, says brands need to go beyond surface-level marketing. “Labeling something for women or throwing a pink or purple package on it is not enough anymore,” she explains. The focus needs to be on how cannabis fits into real lifestyles.
The Numbers Tell the Story
A study from the University of Michigan’s Institute for Social Research found that in 2023, women between the ages of 19 and 30 reported higher cannabis use than men for the first time since the study began in 1975. This shift is reshaping the industry, as companies look to develop products that better serve this growing consumer base.
A breakdown of cannabis use trends shows:
| Category | Women’s Use | Men’s Use |
|---|---|---|
| Consuming with a partner | 28% | 19% |
| Using cannabis for pain relief | Higher success rate | Lower success rate |
| Overall cannabis use (ages 19-30) | Higher than men | Lower than women |
The data speaks volumes. Women are not just using cannabis more, they are using it with intention and purpose, influencing the way companies develop and market their products.
What’s Next for the Cannabis Industry?
The opportunity is clear. As wellness-focused cannabis use continues to rise, brands that listen to their audience and create meaningful, functional products will thrive.
Expect to see:
- More innovation in self-care and beauty products as cannabis-infused skincare gains mainstream appeal.
- A focus on education to remove stigma and help women make informed choices about cannabis.
- Personalized cannabis experiences through data-driven platforms like Jointly, helping users find the right products for their needs.
The cannabis industry has been struggling, but the rise of women-led wellness trends could be the spark it needs. Brands that embrace this shift and cater to the evolving needs of female consumers will likely see the biggest gains.