Women are driving the wellness revolution in cannabis

Women are increasingly embracing cannabis for wellness purposes such as stress relief, sleep improvement, and pain management, prompting some brands to create products tailored to health-conscious consumers.

According to David Kooi, CEO of Jointly, women are "leading the way in purposeful cannabis use" with wellness goals, seeking products that complement healthier lifestyles. The app reports that 55% of its users are women, who experience almost 10% higher success rates than men when using marijuana for recovery and pain management.

A University of Michigan study found that in 2023, women aged 19-30 reported consuming more cannabis than men for the first time since 1975. Industry experts emphasize that effective marketing to women requires more than stereotypical packaging - it needs products that support women's lifestyles in formats they already use daily.

Some female executives, like Narmin Jarrous at Exclusive Brands, have developed products addressing specific women's health needs such as endometriosis and menstrual pain. Jarrous points out that women not only represent more than half of cannabis consumers but also make most household purchasing decisions. Similarly, Smrita Choubey's company Veda Warrior offers wellness-focused, gender-neutral cannabis products using Ayurvedic principles, with women comprising 65% of their customer base.

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