Cannabis in Confectionery: Craving Disruption?

Key Findings

Maturity means that US confectionery is on the defensive

With volume growth in confectionery stalling on the back of saturation and health trends, value growth opportunities will be provided by embracing premiumisation, incorporating functional inputs and ingredients, and developing synergies with cannabis.

Confectionery and cannabis share certain drivers, positioning and branding attributes

Origin, provenance, natural credentials and craftmanship are relevant to both confectionery innovation and the latest cannabis trends. At the same time, confectionery being an ideal format for precise dose control has the potential to be instrumental in facilitating the targeting of specific mood states – an approach that will increasingly steal the limelight from cultivars.

The “green wave” is already hitting many major fmcg industries, while adult consumption of confectionery is rising

It could be argued that adult use of cannabis-infused confectionery is a niche concept without the potential for significant sales; however, both sugar and chocolate confectionery have had a historic association with cannabis during the twilight years of black market sales, and that association has already been utilised by pioneers building niche but rapidly growing brands spanning the spectrum of confectionery.

Synergies between cannabinoids and terpenes

While the mainstream and trade press appears still to be focusing mostly on the false dichotomy between THC and CBD, hundreds of lesser known cannabinoids and a belated focus on terpenes will radically change the key offerings and landscape of innovation in the medium to long term.

Cannabis is entering the mainstream, embracing pop culture and breaking stereotypes

Legalisation has yet to pass the federal threshold in the US, but it is making strides on a state level. The process has, however, been anything but plain sailing and many challenges remain. Nevertheless the importance of high and still rising cross-demographic support for cannabis, and its acceptance as a valid lifestyle choice and inclusion in mainstream politic and social discourse will pave the way for Cannabis 2.0.