Cannabis Market Disruptor Handbook Part I: An Introduction

February 2019

Cannabis is poised to disrupt virtually every consumer industry, from foods, alcoholic drinks, hot drinks and soft drinks to beauty, consumer health, tobacco, tourism, retailing, and home and garden. Within the next decade, some form of cannabis will be a part of consumers’ daily routines, either as a functional ingredient in foods, beverages and beauty or as a wellness mood enhancer in health. But what is it? Where is it? Why now? And how will it transform the future of consumer markets?

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Key Findings

USD166bn global legal market in 2025

The growth in legal cannabis sales in countries which have legalised recreational use can be seen as the conversion of illicit sales into legal, taxable sales. Whilst the total global legal and illicit cannabis market stands at USD150 today, with legal accounting for only a tenth of that, Euromonitor expects the legal market to grow to 77% of total sales, at USD166 in 2025.

Medical will morph into recreational

The distinction between medical and recreational cannabis is largely an artificial construct of the process of decriminalisation, and will die away in the coming years as the two merge given one will be able to buy the exact same product on prescription as via retail, with the exception of rx-only products.

It’s all about CBD for now

CBD is a legal cannabinoid, containing no THC (the psychoactive cannabinoid), and its appearance in a wide range of products, from foods and beverages to cosmetics and consumer health, as a functional wellness ingredient has created a market which did not exist as little as five years ago, to be followed by THC as countries legalise recreational use.

Outcome-based cannabis products are the future

What will transform the cannabis market in the next 10 years is the development of outcome-based products to meet a range of consumer needs. A specific dosage at a specific ratio for a specific outcome – from a daily cup of tea to a cannabis ‘glass of wine equivalent’.

Disruptor potential across all fmcg industries

Cannabis is poised to disrupt virtually every consumer industry, from foods, hot drinks, soft drinks, alcoholic drinks to beauty, consumer health, tobacco, tourism, and home & garden. Within 10 years, some form of cannabis will be a regular part of consumers’ daily routines.

Introduction

Scope

introduction

Key findings

Cannabis: What Is It And Who Is In It?

What is cannabis?
Hemp versus marijuana: what are the differences?
Industrial hemp: what is it used for?
Global hemp production
Marijuana: how is it sold?
Marijuana’s key delivery formats
Cannabis formats and price
It’s all about CBD: for now
Cannabinoids of the future
Craft cannabis: from terroir to terpenes – a nod to alcoholic drinks
Leading global cannabis players
Cannabis’ competitive environment
The future for cannabis players is outcome-based products

Cannabis: Where Is It and Why Now?

Cannabis regulation around the world: a snapshot
Global cannabis regulatory status as of November 2018
US cannabis regulatory status as of November 2018
Timeline of cannabis legislation in the US
Cannabis momentum: why now?
Consumer trends propelling the cannabis momentum

Cannabis: What Will It Disrupt and How Big Is It?

Cannabis as a disruptor: the omnitude
Cannabis: what will it not disrupt? from production to consumables (1)
Cannabis: what will it not disrupt? from production to consumables (2)
Cannabis: what will it not disrupt? from services to non-consumables (1)
Cannabis: what will it not disrupt? from services to non-consumables (2)
Cannabis as a disruptor in fmcg industries
Size of the markets that will be disrupted globally by cannabis
Imagining the cannabis meal of the future
Imagining the daily cannabis health and beauty routine of the future
Comparative market sizes: potential cannabis cannibalisation
How big can the global cannabis market become?
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