Cannabis Market Disruptor Handbook Part II: Which Consumer Industries Will It Disrupt?

Strategy Briefing

About This Report

Feb 2019

Cannabis is poised to disrupt virtually every consumer industry, from food and beverages to consumer health and beauty, as well as services such as tourism, retailing and packaging – within ten years, every consumer will use some form of cannabis as part of their daily routine. But what consumer trends are underpinning it? What products are out there and what categories offer the most promise?

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Cannabis Market Disruptor Handbook Part II: Which Consumer Industries Will It Disrupt?

Key Findings

US$5 trillion size of the prize

The combined value of the of the markets that will be disrupted globally by cannabis stood at US$5 trillion in 2018. The cannabis market itself will be worth US$166 bn by 2025.

All fmcg industries disrupted by cannabis

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

Beverages poised to take advantage of lifestyle positioning

Cannabis is most embedded in industries such as alcoholic drinks, where the lifestyle angle of THC consumption has the biggest potential to disrupt generations of social lubrication habits, heralding a future of alcohol-free intoxication where THC replaces ABV.

Consumer trends setting the cannabis scene

Wider consumer trends such as health and wellness, naturally functional, personalisation, mental wellbeing, sustainability, ethical living, experience more and indulgence are all playing a part in priming consumers for cannabis.

CBD slowly usurped by THC

CBD products still have unbridled growth ahead, appearing in a wide array of products from ice cream to skin care, but are being replaced or at least accompanied by THC in recreational markets, leading to lifestyle products merging wellness and lifestyle demands in targeted low doses.

Sensorial branding integrating the physical and psychological

THC has spurred the rise of personalisation via sensorial branding, with mood attributes replacing strain names. Cannabinoids in tandem also with terpenes in specific combinations and doses target a particular mood state or sensorial pleasure, integrating physical and mental wellbeing.

Introduction

Scope

introduction

Key findings

Cannabis: A Disruptor in FMCG

Cannabis as a disruptor: the omnitude
Cannabis as a disruptor in fmcg : selected markets
Cannabis as a disruptor in fmcg industries – by product
Size of the markets that will be disrupted globally by cannabis
Consumer trends in the industries most primed for cannabis
Marijuana’s key delivery formats
Multi-industry penetration: multi-format competition
Wellness and lifestyle: how legal cannabis markets evolve
Outcome-based products integrating the physical and psychological
Can cannabis cannibalise fmcg ?
How big can the global cannabis market become?

Cannabis in Consumables

Cannabis in alcoholic drinks
Corporate activity in alcoholic drinks
A future of mindful drinking: replacing ABV with THC
Cannabis in soft drinks
Cannabis in soft d rinks: the background
Cannabis in hot drinks
Cannabis in packaged food
Cannabis in packaged food: the background
The role of foodservice in cannabis
Cannabis in pet care
Cannabis in pet care: the background
Cannabis in tobacco
Cannabis in tobacco: background

Cannabis in Non-consumables

Cannabis in beauty and personal care
Cannabis in beauty and personal care: the background
Cannabis in beauty: mental wellbeing and neurocosmetics on the radar
Cannabis in consumer health
Cannabis in consumer health: the background
Cannabis in R x-only products
The role of adaptogens and hormones
Can cannabis act as an adaptogen?
Cannabis in apparel and footwear
Cannabis in home & garden
Cannabis in Home & Garden: corporate activity

Cannabis in Services

Cannabis in packaging
Cannabis in packaging: background
Cannabis in packaging: can hemp replace plastic?
Cannabis in tourism
Cannabis in retailing: background
Cannabis in retailing

Cannabis in 2030

The future of cannabis in 2030: overview
The future of cannabis in 2030: beverages
The future of cannabis in 2030: food and beverages
The future of cannabis in 2030: health and beauty