Study: New Cannabis Users Are Young Women

A new study by cannabis research firm Brightfield Group suggests that half of new cannabis users are consuming five or more times a week with 22% consuming more than once a day, according to the U.S. Cannabis Consumer Trends Report outlined by Forbes.

Although the research shows women are younger and heavier users than men, the numbers differ by region. In Michigan, 59% of new cannabis consumers were women, while that figure was 43% in California. Accompanying the increase in women purchasers, 6% of 2020 cannabis consumers were new users and a substantial 22% were Gen Zers, Forbes reports.

Jamie Schau, senior insights manager at Brightfield Group, believes the numbers show adult-use cannabis’s “normalization, increase in popularity and diversity.”

“This is an important departure from the classic cannabis consumer profile and those participating in the space will benefit from adapting to the evolving marketplace.” — Jamie Schau via Forbes

Brightfield predicts the next milestone in the ongoing cannabis movement will be the SAFE Banking Act, which will make it legal for banks to work with cannabis businesses without fear of prosecution. However, the study does throw some shade on the new numbers by highlighting the federal path to legalization—despite the Democrats gaining control of the presidency and Congress—will continue to be “incremental” due to the federal government’s “awkward” walk toward decriminalization.