More than half of cannabis wellness consumers are women

The stereotypical perception of the male cannabis user is fast becoming outdated, as more women are turning to the plant for wellness purposes. 

According to a recent report from cannabis market insight company, Brightfield Group, in the proportion of female cannabis consumers rose throughout the last year, making up 51 percent of all users in the US by the beginning of 2021.

The demographic of ‘new recreational users’- which make up six percent of all cannabis consumers over the last year – is also much more diverse in sexual orientation and ethnicity, with 59 percent of those identifying as female.

Women also tend to be heavier users than men, with 40 percent consuming cannabis multiple times a day.

Looking at the bigger picture, according to Brightfield’s Evergi platform, which explores how Americans consume wellness products, cannabis is the third most popular wellbeing product in the US.

In the last three months more people have used cannabis products than plant-based meat and soy milk. 

It’s clear that the pandemic has taken its toll on our mental health, with more than half of those who have recently started using cannabis recreationally saying they do so to treat anxiety, and 74 percent looking for help with relaxation.

In its mid-year report, published around the same time, the company highlights the impact of the pandemic on the CBD sector.

Millennials and Gen Xers now account for over two-thirds (71 percent) of CBD users, with 18 percent of consumers not using CBD openly admitting they do not know enough about it.

Of those not open to trying CBD, 17 percent incorrectly report “not desiring the psychoactive effects of CBD” and another 16 percent believe CBD does not work.

Unsurprisingly there was a noticeable shift to online sales and despite a huge influx of brands hitting the market in 2019 not all of them survived.

That said, those that did are set for “stronger growth” in the coming years – once clearer regulations are in place – with brands continuing to capitalise on the link between the booming wellness industry and cannabis-based products. 

While there are some key differences between the US and UK market, many of the trends can also be seen on this side of the pond, according to Brightfield’s insights lead, Jamie Schau.

“Indeed, many of the trends we’ve seen in the US have indeed been seen in the UK as well, such as a shift toward eCommerce under the pandemic and supplementing CBD products with functional ingredients,” he commented.

“The markets are notably different in some respects, though. For example, CBD brands operating in the UK will not be leaning into association with higher THC content options as we’ve seen in the US, given the different legal frameworks surrounding cannabis there. 

“In addition, the FSA has laid out a path to legal sales for CBD as a novel food ingredient, but the UK is not yet allowing for local hemp cultivation – both differing approaches that are impacting the nature and behaviour of said markets.”