An important recent ruling by the European Court of Justice – that an EU member state may not prohibit the marketing of cannabidiol (CBD) lawfully produced in another member state – could mark a turning point for CBD in Europe. So far, sales and innovation in this high-potential category have been driven by the fast-growing US market, where CBD is available in an ever-growing array of delivery formats and formulations.
Innovation in Europe has, until now, been more cautious. According to our CHC New Products Tracker tool, NPD activity in the region has largely been driven by the UK, along with Germany and more recently Spain. While innovation in Europe has been mainly powered by CBD specialists such as Ignite and Vitality CBD, established CHC marketers are also playing an increasing role, with Nature’s Aid (Stada) launching a range of CBD sprays and gels in the UK in 2019, while Vemedia launched new cream and capsule CBD formats in Spain in mid-2020 under its Valdispro brand umbrella.
Nicholas Hall Writes: “CBD is one of my top picks for a new CHC mega-category. Consumer demand is strong, retailers are eager to stock, there is an abundant supply chain, and very importantly CBD is highly efficacious and seems to have few if any side-effects once “bad boy” THC is suppressed within the cannabis plant. So what is holding back the creation of what we estimate as a potential US$20bn market at retail prices? The answer is clear: regulation. Usually marketers want fewer regulations, not more; but in this instance it is vital that the health authorities determine the scope of the market, indications, dosage strengths, permitted claims and production standards, which will drive away the carpetbaggers.“
“In many countries, CBD is marketed in the form of hemp. To quote the President of the European Industrial Hemp Association, Daniel Kruse: ‘This ruling is the beginning of the end of the arbitrary stigmatisation of CBD. In future, both European and national courts, politicians and authorities will have to orient themselves on the Court’s reasoning. If the hemp industry keeps being proactive and comes up with safety assessments and standards, achieved by the EIHA Novel Food Joint Application, then the products will be legally marketable all over Europe, latest in three years. The market growth will be extremely significant.‘”
CBD 2020 is one of several Nicholas Hall reports that are being heavily discounted as part of our final Q4 promotional event, which runs from tomorrow until end-December. There are also discounts to be had on our Innovation in CHC, Coronavirus 2020 and New Paradigms reports, as well as several more. For more information please contact Melissa.Lee@NicholasHall.com