California Marijuana

As legal cannabis becomes increasingly accessible and popular in North America, more brands and retailers are trying to gain precise insights into who their customers actually are. In 2021, retail data indicated millennial male consumers were still driving the bulk of sales in key markets. However, the emergence of new brands, markets, and other global factors warrants an updated inquiry into consumer trends across the United States and Canada. Headset’s findings from the past two years identified two emerging demographics primed to reshape the consumer experience within the cannabis space: women and Generation Z. Cannabis consumption by gender Since 2020, there have been noticeable shifts among male and female consumers in the cannabis marketplace. Purchasing data from the first quarter of 2021 indicated male consumers were responsible for an overwhelming majority of sales across key markets such as California, Colorado, Nevada, and Washington. However, sales among female consumer...