Women Doubled Cannabis Purchases in 2018
[dropcap class=”kp-dropcap”]W[/dropcap]omen drive three-quarters of the consumer market, and their purchasing power is beginning to show in the cannabis marketplace. Cannabis delivery service, Eaze’s report of 2018’s cannabis market looked at data from 450,000 customers and a survey of 4,000 Californians.
If 2018 was indeed another “year of the woman,” then cannabis purchasing patterns of the year has definitely reflected that. Twice as many women purchased cannabis in 2018 as they did in the year before.
“We see a strong majority of women are using cannabis for wellness reasons like personal care and improved sleep,” said Peter Gigante, Eaze’s head of policy research. Female Baby Boomers are the most likely to use cannabidiol (CBD) products at 8.4 percent, and often purchase cannabis-beauty products such as face creams or bath bombs.
The report projected that if the current pace continues, women consumers will equal men by 2022. “The fact that well-known beauty influencers and celebrities are using CBD also contributes to the normalization of cannabis for women too, and we only expect that to continue,” Gigante said.
Baby Boomers were one of the fastest growing consumers, increasing by 25 percent over the previous year, and their average monthly order volume increased by 35 percent. They average $20 more per month than Millennials, $6 more than Gen X, and over $30 more than Gen Z monthly spending on cannabis. However, the biggest purchasers of cannabis is still Millennials, and the average age of a cannabis purchaser on Eaze is 31.
Other key findings of the report showed cannabis use decreased users’ alcohol consumption, largely among Millennials, a total of 60 percent of consumers. Seventy-one percent of consumers reduced or eliminated their need for pain medications. Customers also reported they used cannabis for pain relief (40 percent), anxiety relief (41 percent), stress relief (41 percent), or relaxation (61 percent).
