If there was an election in cannabis, women would vote for health and wellness products over anything else. They also prefer flower and vape pens to prerolls and capsules.

These are just some of the findings in Headset’s Cannabis Data Intelligence, which provides insight into the year-over-year differences between the sexes and their cannabis shopping patterns.

While women may not consume as much cannabis as men, they make up an important one-third of the cannabis market. And if businesses want to capture women buyers, it’s worth taking a look at not only what they buy, but why they buy it.

Wellness reigns supreme

If you look at specific products women bought in 2018, the eye toward wellness is evident. Women over-indexed for the popular Humboldt Apothecary 3:1 Calm CBD Tincture, which contains 3 mg of CBD for every 1 mg of THC.

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