Although South Africa accounts for a tiny percentage of global cannabis trade, it is an important part of the bigger picture, with cannabis markets in Europe, the UK, Israel and Australia. Cannabiz Africa reports on international developments affecting the African cannabis and hemp sector as well as consumer market trends of interest to South African operators.
Internationally, there’s a new wave of cannabis capital consolidation at play. Judging from capital flows, investors are no longer interested in backing regulatory promises and untested business plans; now they want to see the revenue before they write the cheque.
The international legal cannabis market continues growing at over 20% a year, driven by legal reforms, increased demand for medical cannabis, greater acceptance of ‘recreational’ as well as continued innovations in formats and products.
Ukraine has put the protocols in place to roll out its medical cannabis programme this year as the country marks the fourth anniversary of Russia’s invasion. The war-torn country legalised medical cannabis last year, mainly to treat war veterans for post-traumatic stress, as the conflict drags on.
A silent killer has infiltrated the cannabis market, destroying product variety, causing consumers paranoia and anxiety and forcing quality producers to destroy their best weed. Its name, “the green death, the numbers game, high potency”, aka the inflation of THC.
Imports of medical cannabis skyrocketed to an estimated 192 tons in 2025—up from 32 tons in 2023, the last full year before the reform. Sales within the country jumped from nearly €1 billion in 2024 to roughly €2 billion in 2025, driven mainly by online.
Ten years ago, cannabis was associated with an underground counter-culture. Today, the plant is recognized as being an important part a full-blown wellness revolution that is shaping consumer health trends.
From CBD-laced spa kits to THC gummies shared over candlelit dinners, cannabis is redefining modern love rituals. Cannabis retailers have been quick to pick up on the power of love marketing and are hoping 2026 will reflect last year’s Valentines Day sales that saw a 20% spike in legal jurisdictions.
The Dutch medical cannabis industry is struggling to match legality wth accessibility. A recent survey revealed the Netherlands has an estimated 500 000 people seeking to use cannabis for medical purposes but only 7 000 or so have actually managed to get prescriptions.
The Thailand cannabis industry, estimated to be worth $1 billion, is poised to shrink or disappear completely. A public backlash against legalization has resulted in all three parties going to the polls on 8 February 2026 promising to impose further restrictions if elected.
Reggae icon Bob Marley lives on in branded merchandise that earned his estate US$13 million last year. This week marks the birthday of the man who’s message of peace and love is now a money-making machine.
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