A new national study has revealed what truly motivates female cannabis consumers in the United States as the industry moves into 2025. Conducted by market research firm YouGov, the report highlights the key factors driving purchasing decisions, consumption habits, and product preferences among women aged 21 and older.
According to the findings, 70% of women say price is the most persuasive factor when choosing between similar cannabis products. Despite growing brand options and premium product lines, affordability remains a top concern—reflecting continued consumer caution amid inflation and rising living costs.
The survey also shows that relaxation (70%) and better sleep (69%) are the main reasons women use cannabis. Interestingly, 41% of respondents substitute cannabis for prescription or over-the-counter medications, showing a steady shift toward natural health alternatives.
Spending habits remain modest: 34% of women spend less than $50 per month, and only 5% spend over $250 monthly. Meanwhile, 23% of respondents already hold or plan to acquire a medical marijuana card, indicating growing interest in regulated medical use.
In terms of product choices, flower remains the top-selling category, accounting for 32–42% of female cannabis purchases, according to Greenlight Dispensary CEO John Mueller. Pre-rolls are the fastest-growing product among women, making up 11–16% of sales, while edibles and concentrates vary by age group—older women favor edibles, while younger consumers prefer concentrates.
As the year’s biggest retail moments approach, including 4/20 and Green Wednesday, brands are preparing for record sales. Data from Jane Technologies shows retailers saw a 90% increase in revenue on Green Wednesday 2023 compared to regular Wednesdays.
With women representing half of the U.S. cannabis consumer base, understanding their motivations is crucial. Brands that focus on value, wellness, and authentic engagement will stand out in the competitive cannabis landscape of 2025.