Cannabis Legalization Drives Surge in Use Among Women and Older Adults, Study Finds

A new study published in the American Journal of Preventive Medicine reveals that state-level cannabis reform is significantly expanding the legal cannabis consumer base, particularly among women and older adults. The research highlights that legal changes, such as adult-use marijuana legalization, are drawing in groups who historically avoided cannabis, including those who are female, white, college-educated, and aged 60 or older. This trend is reshaping the $32 billion legal cannabis industry as it seeks to diversify and broaden its customer demographics

The study, led by Boston College professor Summer Sherburne Hawkins, found that these demographic groups were the most responsive to legalization. Hawkins noted in a news release, “Changes in the law are contributing to rising levels of adult cannabis use by increasing the proportions of adults using cannabis.” In some segments, including older adults and women, cannabis use increased by more than one-third following legalization

Despite the surge in product sales, the industry faces challenges from declining prices in major markets like California and Michigan, resulting in reduced dollar sales for operators. In response, manufacturers have begun developing innovative products, such as cannabis-infused beverages and 'functional THC' offerings, to appeal to emerging consumer groups like older women and Gen Z. These targeted products are designed to capture the interest of demographics that have traditionally shown less inclination toward cannabis use

Looking ahead, the prospect of federal marijuana rescheduling is generating optimism within the industry. Maridose founder and CEO Richard Shain predicted a substantial increase in cannabis use if the drug is moved to Schedule 3, citing 2019 Nielsen research. "That prior data reinforces that consumer interest has been constrained by federal legality, not by lack of demand," Shain stated. However, despite a 2025 executive order from President Donald Trump directing the Justice Department to proceed with rescheduling, there has been little visible progress toward finalizing this change

Medical cannabis operators in states like Virginia, where adult-use sales could begin as early as this fall, stand to benefit from these shifting trends. As legal reforms continue to roll out, industry stakeholders are closely watching how new consumer segments respond and how federal policy may further accelerate growth. The combination of state and potential federal changes signals a period of dynamic evolution for the cannabis market

From OG Lab’s perspective, the influx of women and older adults into the legal cannabis space highlights the industry’s maturation and broadening appeal. This demographic shift could drive product innovation and more inclusive marketing strategies. As both state and federal landscapes evolve, tracking participation among these newly engaged groups will be critical to understanding the future trajectory of the legal cannabis industry