The U.S. cannabis industry, valued at $30 billion, is experiencing a notable change: young women are now consuming more cannabis than men for the first time.
This trend is causing companies to reevaluate their product offerings and marketing strategies, as reported by Reuters.
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A Shift In Consumption Patterns
Data from the U.S. National Institute on Drug Abuse (NIDA) shows that women aged 19 to 30 have surpassed men of the same age in cannabis use.
NIDA director Nora Volkow points out that this rise may be partly due to a need for relief from stress and anxiety. In interviews with regular female cannabis users, many cited mental health concerns, such as anxiety and depression as primary reasons for their usage.
Retailers are taking note of this demographic shift. Lauren Carpenter, CEO of the cannabis dispensary chain Embarc, told Reuters. "Creating new products or rebranding may seem like sunk cost, but with women making over 80% of purchasing decisions in the U.S., it’s not just smart, it’s necessary."