November 7, 2018
The cannabis industry has traditionally marketed to, and been dominated by, male consumers. However, those invested in the industry – especially topicals manufacturers – have good reason to be optimistic about prospects among female consumers.
Per Brightfield Group data, women make up 60% of topicals consumers, and the topicals market is expected to grow by nearly 180% between 2017 and 2018. Furthermore, more than 18% of female users already report buying CBD products specifically to help pains from PMS orendometriosis. While demand in this market segment is significant, and has an extremely promising future, the unique needs of female users are still largely overlooked by major manufacturers. But a number of brands are rising to the occasion: in addition to the variety of widely-available CBD-infused skin care lines and moisturizers that are generally targeted at women, the industry is experiencing a rapid expansion in more specialized products designed specifically to address women’s health issues such as those related to menstruation, endometriosis and sexual intimacy.
One innovative example of this shift in the market is Dr. Kerklaan Therapeutics Natural PMS Cream, designed to ease female-specific pain. The CBD topical is applied to the user’s lower back and abdomen to relieve pains associated with premenstrual syndrome. The CBD in this cream works doubly as an analgesic, to block pain and ease discomfort, and as a calming agent, to soothe the muscle pressure and cramps that cause period pains. The topical is also hydrating and moisturizing to the skin without being greasy or oily and offers a luxurious vanilla scent. The small tube and clean, attractive packaging make the product inconspicuous and handy to carry in a purse or backpack, and its topical application allows users to dose discreetly while at work or school. Although the product will fall outside the range of some consumers’ CBD budgets at $65.00 per tube, it is designed to be used only a few days per month, longevity which helps justify its price tag.
Specialized women’s topicals like Dr. Kerklaan Therapeutics PMS cream tap into both the expected growth of cannabis-infused topicals and the vast potential of the women’s health market, and are poised to benefit greatly when the market goes mainstream and a host of women turn to CBD products to meet their health needs.