As cannabis gains traction in the U.S., women are breaking free from social stigma and traditional roles, embracing cannabis. A recent YouGov poll highlights how women are increasingly using cannabis to relax, improve their well-being and practice mindfulness. The data sheds light on key trends shaping female consumer behavior, offering brands and marketers a valuable look into the motivations driving this influential segment.

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Health And Wellness Drive Interest

Health benefits top the list of reasons women consider using cannabis. Pain relief ranks first, with 18% of respondents citing it as their primary motivator. 

Additionally, 15% express interest in cannabis for improving sleep quality, while 13% would use it to manage anxiety or depression. 

Relaxation is another key factor, with 11% seeking stress relief. Enhanced focus appeals to 10% of women. A notable 22% use cannabis to support mindfulness practices, reflecting a broader interest in wellness and mental clarity.

Key Factors Influencing Purchases

For women already consuming cannabis, the cost is a decisive factor, influencing 63% of purchasing decisions.

Detailed product descriptions help 47% select the right fit for their needs, while 36% prioritize premium ingredients, in line with trends in natural and high-quality products. 

Promotions sway 28% of buyers and recommendations from professionals influence 26%. Notably, packaging design, in which brands invest heavily is less significant, but it still matters to 10% of respondents.

Product Preferences And Usage Trends

Flower products remain the most popular choice, with 74% of women opting for traditional forms like pre-rolls. Edibles follow closely at 69%. 

45% use concentrates, such as vape oils, while 34% prefer topicals like creams and lotions. Ingestible products like capsules attract 30%.

Spending And Frequency

Janice Fernandes reported for YouGov that spending varies, with 33% of women spending under $50 monthly and 19% between $50 and $99.

Frequent users make up 35%, consuming cannabis multiple times daily, while 18% use it once daily. 

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