Top Five Trends in Cannabis

April 2025

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.

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Key findings

Regulatory ebbs and flows

Cannabis regulatory developments are often hard to predict. This is likely to continue to be the case in the forecast period, especially as geopolitical and socioeconomic conflicts and challenges intensify. In this context, and considering the complexities that characterise the cannabis industry, governments are unlikely to see cannabis legalisation as a top priority.

Adult-use legacy and cross-category interpositions

Although the opening of the cannabis industry has been occurring across the medical, CBD & other non-intoxicating cannabinoids, and adult-use categories, the latter is usually the most influential category in terms of revenue generation and impact on general cannabis-related legislative developments.

Continuous rise of intoxicating hemp-derived products

Hemp-derived intoxicating products are still proliferating, and the consequences are manifold. While it has been enhancing the competition with the legal adult-use category and increasing the chances of cannabis scrutiny from governmental bodies, health authorities and consumers, it has also been opening revenue opportunities in markets in which HDIC products are regulated.

Increasingly tailored product innovation

Cannabis product innovation has been touching on a range of features and functionalities, making them more appealing to a wider breadth of consumers and consequently increasing the “democratisation” and “normalisation” of cannabis.

Corporate challenges in uncertain periods

The last couple of years have been challenging for some cannabis companies, most notably in mature markets such as the US and Canada. Unclear legislative frameworks, high tax burdens, oversupply issues, price decreases, low profitability and an uncertain macroeconomic scenario are among the difficulties that cannabis players have had to confront.

 

Our expert’s view of cannabis in 2024
Key findings
Adult-use category as the driving force behind the global legal market
Top five trends in cannabis
Top five trends uncovered
Regulation as the main driving force behind future growth
Japan as an example of distinct regulatory measures across the three categories
Clear legislation as a fundamental step for opportunities to arise
Adult-use category to continue to dominate the global industry
The category intersections in the legacy Dutch market
Adult-use cannabis to remain as the main value growth generator
The ongoing boom of HDIC products in the US and its consequences
Mainstreaming and “democratisation” of HDIC goods show no sign of slowing down
A category full of opportunities and doubts
Cannabis consumers’ demands become more targeted and niche
Kiva’s edibles brand Camino applies a clear need states-focus and language
Cannabis-based drinks taping into the continuing decline of alcohol consumption
Specific product proposals as one of the main avenues for value growth in cannabis
A blend of internal and external factors impacting the legal cannabis sector
Turmoil in one of the US’s legacy states
Opportunities can arise despite the challenging scenario
Future implications
Opportunities for growth
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