2021 WOC Worldwide Cannabis Update
4 Big Ideas
WOC are Diverse! Women and women of color consume cannabis in a variety of ways, for a variety of reasons.
WOC are experimenting. 1 in every 4 women of color are unsure about how and how much cannabis to consume representing an opportunity for product education and better consumer data to support her experience.
WOC have preferences. For women and women of color who know their consumption preferences there is variety in their routine. Many are opting for more than one way to consume and partaking as needed with no preferred occasion or time of day.
WOC are using tobacco. 1 in 4 women reported using tobacco products in addition to cannabis.
Did You Know?
The stigma around consumption and sometimes negative perception about regular use typically deters women from wanting to talk about their experiences with cannabis. Recent legalization has limited the amount of information that is known about the way women of color want to consumer cannabis.
In 2021, we asked 180 women about their consumer behavior, preferences and motivations around cannabis.
Here's what we learned:
Consumption Preferences: Over 90% of survey respondents are consuming cannabis. 36% ingest it, 34% inhale it and 21% use it in skincare. 10% reported not using it at all.
Nightly Routine: Women are primarily consuming cannabis at night. 52% of women reported using cannabis in the evening versus 24% using cannabis in the mornings and afternoons respectively.
If You Know, You Know: Women reported a preference for CBD, hybrids, Indica and Sativa in that order. Less than 5% of women reported using CBD only.
Fear of the Unknown: 13% of women were not sure which cannabis products they prefer.
Frequency: Women reported no difference in preference for the occasion and frequency in which they consume cannabis. Daily, special occasions and weekly were all equal.
So how much?: Respondents were primarily consuming 1 gram of cannabis per session, with 25% unsure how much they consume at one time.
And How?: Women primarily preferred papers, oils, glassware and pens.