As cannabis is generally accepted by the public, the proportion of women in the consumer group is increasing, and cannabis companies have begun to adjust their strategies to attract this target group.
According to data provided by San Francisco’s cannabis e-commerce and home delivery service provider Eaze, the number of female users on the company’s platform increased by 81% from 2018 to 2019, and the proportion has also increased to 40%. The proportion of female users using courier services for the first time has also increased from 38% in 2018 to 43% in 2019.
In response to this change in consumer group structure, Eaze began to adjust the company’s marketing strategy to reach female customers without losing existing core customers.
The company’s senior marketing director Sheena Shiravi said that our way of attracting female consumers is to ensure that the platform has female-preferred products and related missionary content, and to hold missionary activities in places such as nail salons and gyms. In addition, the company also provides micro-dose and high-dose CBD products. Shiravi said that due to higher acceptance, the CBD is definitely a “Trojan horse” for acquiring new users of cannabis.
Baby boomers are one of the fastest-growing groups on the Eaze platform, and have the closest gender ratio, with 46% of female users. Female users in Generation Z account for 40%, followed by 37% of Millennials and 35% of Generation X.
Although Eaze adjusted its marketing strategy and product composition, Shiravi emphasized that the difference between men and women is not so obvious:
Products with a higher probability of buying by women than men include food (6% higher), cigarettes (4%), and external products and drops (both 3%)
Products that are more likely to be purchased by men include cannabis flowers (5%) and concentrates (3%)
Reference: North American Investment Information Network