Can’t Deny It: Women Are Consuming More Cannabis Every Year
Market share of females who have purchased cannabis has increased 3.2% since 2019
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.
According to Akerna’s report, “Since 2019, females have steadily increased their percentage of sales, a total of 3.2%. While that may seem like a low number, it’s actually a significant change considering the vast numbers of cannabis consumers – over 15 million have purchased in 2021 so far.” Their market share, which in 2019 was 35% is now 38.2% and growing.
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