Cannabis is personal. That’s something we’ve learned through years of analyzing consumer data at Jointly. Traditionally, the industry has been male-dominated, from executive leadership to product development, but when we look at how men and women experience products, a nuanced and revealing picture is painted.
The gender divide in cannabis consumption
The data we’ve collected from hundreds of thousands of real-world consumer experiences tells a consistent story: Women report success rates about 10 percent lower than men’s across nearly all goals, from relaxation and stress relief to improved sleep and pain management. The gap is widest when it comes to enhancing exercise (13.5 percent better for men), easing everyday pain (13 percent better for men), and physical recovery (12 percent better for men). Shockingly, there is no goal among the twelve we track where women report better results than men.
Product selection matters: What works best for women?
At first glance, this might suggest cannabis simply is less effective for women. But the data also reveal an important insight: Product selection matters, and women are finding success when using certain product types tailored to their needs. For example, when employing products to relax, women report infused beverages outperform flower by 10 percent and beverages outperform tinctures by nearly 30 percent. Meanwhile, men continue to have better experiences with flower for relaxation, with flower outperforming beverages by 8 percent among men. This is before even getting into the nuances of cannabinoid and terpene combinations. Choosing the right product format for goals is crucial.
This is not a small detail. Instead, it’s a signal the industry has an opportunity to serve female consumers better. Women embrace topicals for easing everyday pain and report 20-percent better results with topicals than when using tinctures, flower, or vapes for the same goal. Meanwhile, men report very little use of topicals, instead rating tinctures as the most effective for pain relief. Similarly, for enhancing intimacy, women report the best results with dabable concentrates, while among men dabable concentrates are the worst-performing product type for that goal.
Dosing is also especially important for women due to the relationship between THC uptake and estrogen levels. Research suggests estrogen can influence how efficiently THC is absorbed, meaning women may experience varying effects depending on hormonal fluctuations. This makes precise and mindful dosing an essential factor in optimizing experiences for female consumers.
What the industry can do to meet women’s needs
What does this mean for the industry? It’s clear the plant affects men and women differently — not just in terms of general effectiveness but also in how product selection impacts delivery of the best experiences. Women may not be getting the same benefits from cannabis as men do, but they aren’t giving up. On the contrary: They’re seeking out formulations and experimenting to find formats and specific products that work best for them.
For brands and retailers, this presents an opportunity. Historically, the industry has been shaped by male preferences, from strain selection to product format. But women compose an increasing share of the consumer base — 55 percent of Jointly’s users are women — and increasingly they report that what works for them lies outside the traditionally best-selling product categories. The rise of infused beverages for relaxation and the embrace of topicals for pain relief are prime examples of how female consumers are driving category expansion and product innovation.
Women are leading change. Will the industry follow?
Cannabis can and should be optimized for the individual. If women consistently report lower success rates, it’s not because plant products are inherently less effective for them. It’s because the industry hasn’t done enough yet to meet their needs. The data is clear: Women already are leading the charge in finding what works best for them. It’s time for the industry to follow their lead.
Jointly CEO and co-founder David Kooi is dedicated to transforming the way cannabis is experienced and understood. He champions the concept of purposeful consumption, leveraging data-driven insights to enhance both consumer and retailer experiences. He was instrumental in developing Jointly’s Spark, an AI-driven platform that personalizes consumption based on real user data.
Women and cannabis: top questions answered about effects, products, and industry trends
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Do women and men experience cannabis differently?
Yes, studies and consumer data indicate that men and women experience cannabis differently. Women report lower success rates than men for goals like stress relief, pain management, and relaxation. Factors such as hormonal fluctuations, THC absorption, and product format selection can impact the effects of cannabis on women compared to men.
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What are the best cannabis products for women?
The best cannabis products for women depend on their specific needs and goals. Data suggests that infused beverages perform better for relaxation, while topicals are more effective for pain relief. Women also report better experiences with precisely dosed products due to hormonal influences on THC absorption.
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Why do women and men experience cannabis effects differently?
Women experience cannabis differently due to biological factors like estrogen levels and THC absorption. Research suggests that hormonal fluctuations can impact how the body processes cannabinoids, affecting potency and effectiveness. Additionally, product selection plays a key role, as women report better results with specific formats like topicals and beverages.
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What cannabis products work best for pain relief in women?
For pain relief, women report that topicals outperform other cannabis products by up to 20%. Unlike men, who tend to prefer tinctures, women find that cannabis-infused creams, balms, and patches deliver more effective results for managing chronic pain and soreness.
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How can cannabis brands better serve female consumers?
Cannabis brands can better serve female consumers by offering products tailored to their needs. This includes developing precisely dosed formulations, expanding product options like topicals and beverages, and conducting research on cannabinoid and terpene profiles that work best for women. Brands should also consider marketing strategies that reflect the preferences of female consumers, who make up a growing share of the cannabis market.
