Emerging Cannabis Markets: A Taxonomy

October 2023

Cannabis is a global emerging market. This report presents a classification for emerging cannabis markets that allows us to understand the market context and opportunities. The classification is based on several factors and is not exclusionary. We analyze advantages and disadvantages of each bucket beyond demographics. We also explore current and future opportunities and potential pitfalls in developing markets.

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Key Findings

Production is outpacing demand growth

Currently, the most promising opportunities for countries that produce cannabis lie in the hemp-derived and medical-use cannabis markets. These countries can focus on exporting medical products or CBD-based products to other markets. In the future, with a more standardised regulation of adult-use cannabis and international trade for it, these countries could transition into becoming producers and exporters for this segment as well.

Access is key to create a consumer market

The demand for cannabis products will continue to increase. However, the establishment of a cannabis industry will largely depend on how legal access frameworks to cannabis get established and how this will affect the availability of products for consumers. Moving forward, companies need to consider the potential for growth of the cannabis industry in each country and pay attention to the regulatory landscape.

Legal uncertainty continues to be a barrier

The cannabis industry is facing considerable uncertainty due to the constantly changing legal landscape. To survive in this industry, companies must have a long-term plan and be able to adapt to legislative changes, whether they are intentional or not. As more countries legalise cannabis, the barrier for others looking to follow suit will decrease.

Innovation is key to adapt in an always changing landscape

Innovation in the cannabis market can enable companies to try out new opportunities. Companies and countries that are quick to adopt these innovations will benefit from early insight into what works and what does not for the different cannabis consumers around the world. Moreover, the nascent cannabis industry offers many opportunities for outsiders to disrupt in non-traditional ways.

 

Scope
What this report is about
Key findings
Cannabis market continues to expand beyond North America
Defining four core types of market around the world
Where does every market fit?
Cannabis production capabilities are increasing worldwide
Prices are falling in large part due to overproduction in legal adult-use markets
Agricultural production businesses could emerge in the wake of vertically integrated ones
Transforming illicit production into an economic force is the ambition
The complexity of international supply chains
Producers’ markets continue to expand their client base but struggle as demand lags
Production hubs - key findings and opportunities
The global south is more curious about cannabis
Latin America leads in perceived increase in consumption
Category breakdown in top markets by medical vs adult-use vs CBD
Relaxation and social occasions are key drivers for cannabis consumers
Establishing access to cannabis: Retail vs social club vs non-profit
Access to cannabis defines the future of a consumption market
Is CBD ready to gain mainstream acceptance?
Beyond cannabis: Where should cannabis pure players be looking
Consumption markets - key findings and opportunities
Where is consumer pressure… survey on legalisation
New regulatory frameworks to consider: Malta and Thailand
International pushback: What happened in Germany?
Legal market stories: Access is the key element for success
Legal market stories: US shows two faces of the same coin
Markets to watch - Belgium, South Africa and Japan
Markets to watch - North America
Regulatory trailblazers - key findings and opportunities
Cannabis research is expanding quickly with less focus on the illicit aspect
More research will lead to consumers feeling safer and willing to try cannabis
Cannabis ecosystem and technology is also a key place to innovate
Beyond flower: Format evolutions around the world
CBD is expanding its footprint in FMCG
Australia: New product examples focused on medical cannabis
Latin America: Innovation and changes in route to market
Israel and the UK: State of vaping products
Switzerland, Argentina and the UK: Topical examples from around the world.
Israel and UK: Innovation targeting new formats
Disruption opportunities in cannabis markets
Case study: Paybotic and CanPay offer electronic payments to reduce dependency on cash
Case study: traceability and compliance are big opportunities
Case study: “Thank My Farmer” traceability app for growers
Case study: smart growing solutions could boost cannabis home growing
Lite&Fog explores “fog- ponic ” for more sustainable and productive crops
Innovation markets - key findings and opportunities
Markets fit several places in the taxonomy
Are some regions aligning more than others?
Key findings
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