Consumers are increasingly anxious about global stability and their own financial, social, physical and mental wellbeing. This is driving them to exert more control over the impact and fallout of their consumption. Protect your brand against downside risk and leverage growth opportunities by understanding and empowering this mindful, evidence-seeking and outcome-orientated shift.

This report identifies key long-term megatrends shaping consumer behaviour in Latin America. Technological advancements and wider internet access drive digital living, offering solutions to regional challenges. Better access to financial services fuels e-commerce and s-commerce growth. Inflation and changing household dynamics are driving consumers to focus on saving time and money, while also prioritising their overall wellbeing in the face of economic and geopolitical uncertainty.

The legal cannabis industry continues to grow in value, despite socioeconomic and geopolitical issues, price declines, oversupply and fluctuating regulatory measures. The adult-use category remains the main value growth driver, as innovation quickly develops and products become increasingly tailored to different consumers.

Regulatory fluctuations, corporate challenges, cross-category intersections, adult-use dominance, the ongoing rise of HDIC products and tailored product offerings are resulting in both challenges and opportunities for the cannabis industry.

Significant shifts in US policies on tariffs, taxation, spending, regulation, migration, AI/tech, and energy are expected to impact the global economy and key industries like food and drinks, health and beauty, home and tech, travel, and automotive. Trump's policies can undermine global economic growth, affect consumer sentiment, risk higher prices, and disrupt production and distribution network. However, some opportunities will arise as the global supply chain rewires and consumers adapt.

By 2029, Asia Pacific will host 56% of the global population aged 65+, representing a trillion-dollar opportunity. This report provides a critical framework to understand, develop and address the unmet needs of this rapidly growing demographic. Leveraging Euromonitor's Inclusivity - Empowerment - Indulgence framework, companies that act now will secure future growth and maintain relevance in a shifting consumer landscape.

Digital Living, Convenience, Pursuit of Value and Sustainable Living are key megatrends in Western Europe, shaped by technological advancements, demographic changes and shifting consumer values. Demand for multifunctional products is driving brands to simplify and optimise. Despite privacy concerns, AI-driven personalisation is gaining acceptance. Value perceptions are shifting toward functionality and affordability, while sustainability continues to influence purchasing choices.

Inhalation - one of the most common modes of consumption globally - is undergoing a rapid transformation. This report assesses the significant risks for those companies who fail to address that change and the huge opportunities for those who can leverage science, technology and new substance frontiers to reimagine inhalation’s role in future societies.

The year 2024 was one of the most dynamic for the cannabis industry in Brazil. In the medical segment, which is amongst the top 10 global markets in USD value, cannabis-based medications started to be distributed through the public health system of Brazil’s most populous state. Moreover, ANVISA (Brazil’s Health Regulatory Agency) defined and approved the quality standards for female and dry flowers that are to be used to produce cannabis-based medications, and the Superior Court of Justice allow

Poland is an established economic powerhouse in Eastern Europe. The country’s impressive growth rate over the past two decades has turned it into one of the most important economies in the whole of Europe, especially evident in the turbulent geopolitical climate. While currently the cannabis market is relatively small, a range of socioeconomic and industrial factors could help Poland become a serious regional leader in the cannabis industry. For now, adult-use cannabis is illegal in Poland, whic

During 2024, the South African legal cannabis market continued to develop, following enactment of the Cannabis for Private Purposes Act, which codified the 2018 landmark judgement into law, by formally legalising personal cultivation and use of cannabis in private spaces. In turn, the change in the legislative environment significantly increased social acceptance, which drove consumption and cultivation rates across the country.

The cannabis legalisation landscape is rapidly changing, with more states legalising it for medical and recreational use, driving market growth and consumer access. Significant federal developments may include a potential rescheduling of cannabis from Schedule I to Schedule III, which could attract more investment and improve banking access for cannabis businesses.

The year 2023 was characterised by a decline in medical cannabis consumption in Italy. This dynamic was due to several factors. The main reason lay in the fact that during 2023 some Italian doctors, who were major prescribers of medical cannabis, retired and there was no generational turnover. This included eight doctors who had been prescribing since 2013 and were a point of reference for many patients.

The first six months of 2024 were characterised by fluctuating inflation, with the rate rising again in July 2024 to 3.2%. At the end of Q1 2024, there was reported economic growth of just over 14%. However, in Q2 2024, economic growth had fallen to just 1.2% showing that the economy is under some pressure due to the ongoing negative effects on the economy of the Israel/Hamas war.

The cannabis market has continued to experience significant turmoil largely due to inconsistent regulations from the Thai government that have dampened consumer demand and eroded producer confidence. While demand appeared to be in decline, a substantial number of cannabis shops opened in downtown provinces, leading to oversupply issues in Thailand. Over the course of the year and throughout the forecast period, the market is anticipated to continue its downward trend

This report analyses the market for cannabis in Canada. For the purposes of the study, the market has been defined as follows:

In 2024, Germany has legalised cannabis consumption. Since cannabis is not listed as a narcotic drug anymore, access to medical cannabis has become easier too. Despite the legalisation aimed at combating the illicit market, the absence of legal production facilities and/or an infrastructure for cannabis distribution forces consumers to continue buying via the black market. As the economy is not performing well and people are generally unsatisfied with the “traffic-light” coalition, the next gove

Cannabis culture in Chile is at an intermediate stage of development compared to other countries in Latin America. Shortly after the decriminalisation of cannabis for medicinal use in 2016, the country experienced a proliferation of "grow shops" and home-growing practices aimed at accessing high-quality, safe products. This growth, driven by increasing social acceptance, has fuelled the expansion of the medical cannabis segment, supported by dominant cannabis dispensaries and a growing presence

Although the world is making progress in the regulation of cannabis for adult use, in Colombia it continues to be a controversial issue because its consumption has been strongly linked to violence derived from drug trafficking. Although several bills have been proposed in Congress, they have not been supported by many members of congress, thus sinking any initiative to legalise recreational consumption. However, the country has legislation that allows the cultivation, production, and manufacture

Greece has been historically a small cannabis market comprised of an overwhelming share of illicit value sales and a small percentage of CBD sales, whereas medical and adult-use cannabis products were not allowed. Despite scope being rather limited in 2024, the introduction of medical cannabis in Greece is a step forward and might open the door to further regulatory changes in line with other European cannabis markets over the next decade.

The outgoing administration of former President Andres Manuel López Obrador witnessed political stagnation:

Overall, demand for cannabis remained strong in Switzerland during 2024. Cannabis registered significant value sales growth throughout the year. The main reason for the strong growth was the excellent performance of adult-use cannabis. Adult-use cannabis recorded the fastest growth in value and volume terms in 2024. Adult-use cannabis’ performance has been shaped by the implementation of pilot tests.

The cannabis market in the Czech Republic is poised for significant changes in 2025, driven by evolving legislation and shifting economic and demographic factors. Recent developments indicate that the initial ambitious plans to establish a legal commercial market for cannabis may have been scaled back. Despite this, there is a growing consensus among experts that liberalising cannabis could significantly diminish the black market, which has reached saturation point in the country.

Prescriptions of medical cannabis remain low in Portugal. However, 2024 was marked by the introduction of five new cannabis-based medications, including one flower and four different oral solutions. Value sales of CBD and other non-intoxicating cannabinoids products became stagnant in Portugal, due to the continuous scrutiny from authorities, products being out of stock and strong price reductions, among other factors. Conversely, the presence of emerging cannabinoids became more prominent, in p