Legal Cannabis Market by Product and Geography - Forecast and Analysis 2021-2025

  • Published: Sep 2021
  • Pages: 120
  • SKU: IRTNTR44616

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The legal cannabis market share is expected to increase by USD 34.91 billion from 2020 to 2025, and the market’s growth momentum will accelerate at a CAGR of 21.39%.

This legal cannabis market research report provides valuable insights on the post COVID-19 impact on the market, which will help companies evaluate their business approaches. Furthermore, this report extensively covers market segmentation by product (medical cannabis and recreational cannabis) and geography (North America, Europe, APAC, South America, and MEA). The legal cannabis market report also offers information on several market vendors, including Aurora Cannabis Inc., Bhang Corp., Cannoid LLC, Canopy Growth Corp., Cronos Group Inc., CV Sciences Inc., Jazz Pharmaceuticals Plc, Medical Marijuana Inc., Tilray Inc., and VIVO Cannabis Inc. among others.

What will the Legal Cannabis Market Size be During the Forecast Period?

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Legal Cannabis Market: Key Drivers and Trends

Based on our research output, there has been a neutral impact on the market growth during and post COVID-19 era. The rising number of countries decriminalizing and legalizing cannabis is notably driving the legal cannabis market growth, although factors such as lack of funding and investment may impede market growth. Our research analysts have studied the historical data and deduced the key market drivers and the COVID-19 pandemic impact on the legal cannabis industry. The holistic analysis of the drivers will help in deducing end goals and refining marketing strategies to gain a competitive edge.

Key Legal Cannabis Market Driver

One of the key factors driving the legal cannabis market is the rising number of countries decriminalizing and legalizing cannabis. Various nations have legalized the use of cannabis for medicinal purposes and have decriminalized the possession of cannabis. In 2001, Portugal became the first country in the world to decriminalize the possession (in limited quantities) of all types of drugs, which include cannabis. The prospects of the legal cannabis industry look optimistic, as many countries have started accepting the use of cannabis for both medical and other recreational applications.

Key Legal Cannabis Market Trend

The launch of medical marijuana education programs is another major factor supporting the legal cannabis market share growth. The number of dispensaries that sell medical marijuana is increasing as several governments have legalized the use of medical marijuana. Educational institutions are launching educational programs related to medical marijuana, owing to the growing importance to educate people about medical marijuana. The University of Maryland, Baltimore, US, launched a master's program in medical marijuana, and the curriculum is aimed at transferring the necessary knowledge and skills to support patients, healthcare professionals and contribute to research related to medical marijuana. Educational programs related to medical marijuana can educate more people regarding its benefits and, thereby, drive market growth.

Key Legal Cannabis Market Challenge

The lack of funding and investment is one of the major challenges faced by the legal cannabis market. Investment organizations, such as banks and other financial institutions, have expressed their reluctance to invest in the legal cannabis industry at regular intervals. The banks and financial institutions have also declined to take a share in the revenue generated from the legal cannabis market, including hemp, marijuana, and other drug-related businesses. This has resulted in the lack of adequate banking options for cannabis vendors, which causes significant problems in the diversion of funds and accounting. Owing to the lack of support from government organizations, vendors in the legal cannabis market always look up to the investors in the private sector to obtain the required capital, which, in turn, leaves them paying high-interest rates that decrease their revenues.

This legal cannabis market analysis report also provides detailed information on other upcoming trends and challenges that will have a far-reaching effect on the market growth. The actionable insights on the trends and challenges will help companies evaluate and develop growth strategies for 2021-2025.

Parent Market Dynamics

The global legal cannabis market is a part of the global tobacco market. The global tobacco market was valued at $777.49 billion in 2020. The global legal cannabis market was a fragmented industry that was in a phase of growth in 2020. By 2025, the market structure would continue to be fragmented. Its lifecycle stage would continue to be in the growth phase.

Who are the Major Legal Cannabis Market Vendors?

The report analyzes the market’s competitive landscape and offers information on several market vendors, including:


  • Aurora Cannabis Inc.
  • Bhang Corp.
  • Cannoid LLC
  • Canopy Growth Corp.
  • Cronos Group Inc.
  • CV Sciences Inc.
  • Jazz Pharmaceuticals Plc
  • Medical Marijuana Inc.
  • Tilray Inc.
  • VIVO Cannabis Inc.


This statistical study of the legal cannabis market encompasses successful business strategies deployed by the key vendors. The legal cannabis market is fragmented and the vendors are deploying growth strategies such as forming strategic partnerships to compete in the market.

Product Insights and News

  • Canopy Growth Corp. - In June 2021, the company acquired Supreme Cannabis Company Inc.
  • Jazz Pharmaceuticals Plc - In May 2021, the company acquired GW Pharmaceuticals plc, a leader in the science  
  • Aurora Cannabis Inc. - In November 2018, Aurora Cannabis completed the acquisition of ICC Labs Inc.

To make the most of the opportunities and recover from post COVID-19 impact, market vendors should focus more on the growth prospects in the fast-growing segments, while maintaining their positions in the slow-growing segments. Our research report has extensively covered external factors influencing the parent market growth potential in the coming years, which will determine the levels of growth of the market in focus during the forecast period.

Legal Cannabis Market Value Chain Analysis

Our report provides extensive information on the value chain analysis for the legal cannabis market, which vendors can leverage to gain a competitive advantage during the forecast period. The end-to-end understanding of the value chains is essential in profit margin optimization and evaluation of business strategies. The data available in our value chain analysis segment can help vendors drive costs and enhance customer services during the forecast period.

The value chain includes the following core components:

  • Inputs
  • Inbound logistics
  • Operations
  • Outbound logistics
  • Marketing and sales
  • Support activities

The report has further elucidated on other innovative approaches being followed by manufacturers to ensure a sustainable market presence.

Which are the Key Regions for Legal Cannabis Market?

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89% of the market’s growth will originate from North America during the forecast period. US and Canada are the key markets for legal cannabis in North America. Market growth in this region will be faster than the growth of the market in South America and MEA.

The various government initiatives to legalize medical cannabis will facilitate the legal cannabis market growth in North America over the forecast period. This market research report entails detailed information on the competitive intelligence, marketing gaps, and regional opportunities in store for vendors, which will assist in creating efficient business plans.

COVID Impact and Recovery Analysis

The growth of the market was hampered in 2020 due to the rapid spread of the COVID-19 pandemic. In one week, i.e., during the week of March 17, 2020 (the first week of extended shutdowns), dispensaries in the US saw their overall sales of legal cannabis increase by 30%. Beyond sale increases, cannabis retail shops also experienced a rise in the number of new customers, the amount that each customer spent in one visit, and the number of deliveries. Moreover, after cannabis dispensaries and services received the coveted status of "essential" businesses, the demand for legal cannabis surged. 

What are the Revenue-generating Product Segments in the Legal Cannabis Market?

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The legal cannabis market share growth by the medical cannabis segment will be significant during the forecast period. The global legal medical cannabis market was moderately concentrated in 2020 due to the presence of a reasonable number of regional and a few global vendors. Moreover, the legal medical cannabis market has been growing at an exponential rate since 2012 due to an increasing number of countries legalizing the medical use of cannabis. 

This report provides an accurate prediction of the contribution of all the segments to the growth of the legal cannabis market size and actionable market insights on post COVID-19 impact on each segment.


Legal Cannabis Market Scope

Report Coverage


Page number


Base year


Forecast period


Growth momentum & CAGR

Accelerate at a CAGR of 21.39%

Market growth 2021-2025

$ 34.91 billion

Market structure


YoY growth (%)


Regional analysis

North America, Europe, APAC, South America, and MEA

Performing market contribution

North America at 89%

Key consumer countries

US, Canada, Germany, UK, and Australia

Competitive landscape

Leading companies, Competitive strategies, Consumer engagement scope

Key companies profiled

Aurora Cannabis Inc., Bhang Corp., Cannoid LLC, Canopy Growth Corp., Cronos Group Inc., CV Sciences Inc., Jazz Pharmaceuticals Plc, Medical Marijuana Inc., Tilray Inc., and VIVO Cannabis Inc.

Market dynamics

Parent market analysis, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID 19 impact and recovery analysis and future consumer dynamics, Market condition analysis for the forecast period

Customization purview

If our report has not included the data that you are looking for, you can reach out to our analysts and get segments customized.

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What are the Key Data Covered in this Legal Cannabis Market Report?

  • CAGR of the market during the forecast period 2021-2025
  • Detailed information on factors that will drive legal cannabis market growth during the next five years
  • Precise estimation of the legal cannabis market size and its contribution to the parent market
  • Accurate predictions on upcoming trends and changes in consumer behavior
  • The growth of the legal cannabis industry across North America, Europe, APAC, South America, and MEA
  • A thorough analysis of the market’s competitive landscape and detailed information on vendors
  • Comprehensive details of factors that will challenge the growth of legal cannabis market vendors

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1. Executive Summary                           

2. Market Landscape                             

                2.1 Market ecosystem             

                                Exhibit 01:  Parent market

                2.2 Market Characteristics      

                                Exhibit 02:  Market Characteristics

                2.3 Value chain analysis           

                                Exhibit 03:  Tobacco market

                                2.3.1 Inputs 

                                2.3.2 Inbound logistics

                                2.3.3 Operations

                                2.3.4 Outbound logistics

                                2.3.5 Marketing and sales 

                                2.3.6 Support activities 

                                2.3.7 Innovations 

                                Support activities 


3. Market Sizing                       

                3.1 Market definition

                                Exhibit 04:  Offerings of vendors included in the market definition

                3.2 Market segment analysis 

                                Exhibit 05:  Market segments

                3.3 Market size 2020 

                3.4 Market outlook: Forecast for 2020 - 2025 

                                Exhibit 06:  Global - Market size and forecast 2020 - 2025 ($ million)

                                Exhibit 07:  Global market: Year-over-year growth 2020 - 2025 (%)

4. Five Forces Analysis                          

                4.1 Five Forces Summary        

                                Exhibit 08: Five forces analysis 2020 & 2025

                4.2 Bargaining power of buyers           

                4.3 Bargaining power of suppliers       

                4.4 Threat of new entrants    

                4.5 Threat of substitutes         

                4.6 Threat of rivalry   

                4.7 Market condition

                                Market condition - Five forces 2020

5. Market Segmentation by Product               

                The segments covered in this chapter are: 

  • Medical cannabis
  • Recreational cannabis

Medical cannabis contributed 59.65% to the overall market in 2020 and would decrease its contribution to 52.42% of the global legal cannabis market in 2025.

                5.1 Market segments

                                Exhibit 15: Product - Market share 2020-2025 (%)

                5.2 Comparison by Product    

                                Exhibit 16: ​Comparison by Product​

                5.3 ​Medical cannabis - Market size and forecast 2020-2025     

                                Exhibit 17: ​Medical cannabis - Market size and forecast 2020-2025 ($ million)​

                                Exhibit 18: Medical cannabis - Year-over-year growth 2020-2025 (%)

                5.4 Recreational cannabis - Market size and forecast 2020-2025             

Exhibit 19: ​Recreational cannabis - Market size and forecast 2020-2025 ($ million)​

                                Exhibit 20: ​Recreational cannabi - Year-over-year growth 2020-2025 (%)

                5.5 Market opportunity by Product    

                                Exhibit 21: ​Market opportunity by Product

6. Customer landscape                         

Technavio’s customer landscape matrix comparing Drivers or price sensitivity, Adoption lifecycle, importance in customer price basket, Adoption rate and Key purchase criteria.

                                Exhibit 22: ​Customer landscape​

7. Geographic Landscape                     

                ​​The regions covered in the report are: 

  • North America 
  • Europe 
  • APAC 
  • South America 
  • MEA                           

North America was the largest region of the market in 2020 and would continue to be the largest segment of the market in 2025. It would grow at a compounded annual growth rate of around 5% between 2020 and 2025, which is slower than the overall market

                7.1 Geographic segmentation

                                Exhibit 23: ​Market share by geography 2020-2025 (%)

                7.2 Geographic comparison   

                                Exhibit 24: Geographic comparison

                7.3 North America - Market size and forecast 2020-2025​          

                                Exhibit 25: ​North America - Market size and forecast 2020-2025 ($ million)​

                                Exhibit 26: ​North America - Year-over-year growth 2020-2025 (%)

                7.4 Europe - Market size and forecast 2020-2025          

                                Exhibit 27: ​Europe - Market size and forecast 2020-2025 ($ million)

                                Exhibit 28: ​Europe - Year-over-year growth 2020-2025 (%)

                7.5 ​APAC - Market size and forecast 2020-2025             

                                Exhibit 29: ​APAC - Market size and forecast 2020-2025 ($ million)​

                                Exhibit 30: APAC - Year-over-year growth 2020-2025 (%)

                7.6 South America - Market size and forecast 2020-2025           

                                Exhibit 31: ​South America - Market size and forecast 2020-2025 ($ million)​

                                Exhibit 32: South America - Year-over-year growth 2020-2025 (%)

                7.7 MEA - Market size and forecast 2020-2025              

                                Exhibit 33: MEA - Market size and forecast 2020-2025 ($ million)

                                Exhibit 34: MEA - Year-over-year growth 2020-2025 (%)

                7.8 Key leading countries        

                                Exhibit 35: Key leading countries

                7.9 Market opportunity by geography

                                Exhibit 36: Market opportunity by geography ($ million)

8. Drivers, Challenges, and Trends                   

                8.1 ​Market drivers     

                                8.1.1 Rising number of countries decriminalizing and legalizing cannabis

                                8.1.2 Health benefits of medical cannabis

                                8.1.3 Increasing number of medical cannabis dispensaries

                8.2 Market challenges              

                                8.2.1 Lack of funding and investment

                                8.2.2 Health hazards associated with the consumption of cannabis products

                                8.2.3 Accessibility issues and high prices associated with medical cannabis

                                Exhibit 37: Impact of drivers and challenges

                8.3 Market trends      

                                8.3.1 Launch of medical marijuana education programs

                                8.3.2 Use of advanced techniques in cannabis cultivation

                                8.3.3 More types of cannabis products available

9. Vendor Landscape                             

                9.1 Competitive scenario        

                9.2 Vendor landscape               

                                Exhibit 38: Vendor landscape

                9.3 Landscape disruption        

The potential for the disruption of the market landscape was moderate in 2020, and its threat is expected to remain unchanged by 2025. 

                                Exhibit 39: ​Landscape disruption​

                9.4 Industry risks        

                                Exhibit 40: Industry risks

10. Vendor Analysis               

                10.1 Vendors covered              

                                Exhibit 41: Vendors covered

                10.2 Market positioning of vendors    

                                Exhibit 42: ​Market positioning of vendors​

                10.3 Aurora Cannabis Inc.       

                                Exhibit 43:  Aurora Cannabis Inc. - Overview

                                Exhibit 44:  Aurora Cannabis Inc. - Business segments

                                Exhibit 45:  Aurora Cannabis Inc. - Key offerings

                                Exhibit 46:  Aurora Cannabis Inc. - Segment focus

                10.4 Bhang Corp.        

                                Exhibit 47:  Bhang Corp. - Overview

                                Exhibit 48:  Bhang Corp. - Product and service

                                Exhibit 49:  Bhang Corp. - Key offerings

                10.5 Cannoid LLC        

                                Exhibit 50:  Cannoid LLC - Overview

                                Exhibit 51:  Cannoid LLC - Product and service

                                Exhibit 52:  Cannoid LLC - Key offerings

                10.6 Canopy Growth Corp.     

                                Exhibit 53:  Canopy Growth Corp. - Overview

                                Exhibit 54:  Canopy Growth Corp. - Business segments

                                Exhibit 55:  Canopy Growth Corp. - Key News

                                Exhibit 56:  Canopy Growth Corp. - Key offerings

                                Exhibit 57:  Canopy Growth Corp. - Segment focus

                10.7 Cronos Group Inc.            

                                Exhibit 58:  Cronos Group Inc. - Overview

                                Exhibit 59:  Cronos Group Inc. - Business segments

                                Exhibit 60:  Cronos Group Inc. - Key offerings

                                Exhibit 61:  Cronos Group Inc. - Segment focus

                10.8 CV Sciences Inc.

                                Exhibit 62:  CV Sciences Inc. - Overview

                                Exhibit 63:  CV Sciences Inc. - Business segments

                                Exhibit 64:  CV Sciences Inc. - Key offerings

                                Exhibit 65:  CV Sciences Inc. - Segment focus

                10.9 Jazz Pharmaceuticals Plc

                                Exhibit 66:  Jazz Pharmaceuticals Plc - Overview

                                Exhibit 67:  Jazz Pharmaceuticals Plc - Business segments

                                Exhibit 68:  Jazz Pharmaceuticals Plc - Key News

                                Exhibit 69:  Jazz Pharmaceuticals Plc - Key offerings

                                Exhibit 70:  Jazz Pharmaceuticals Plc - Segment focus

                10.10 Medical Marijuana Inc.

                                Exhibit 71:  Medical Marijuana Inc. - Overview

                                Exhibit 72:  Medical Marijuana Inc. - Product and service

                                Exhibit 73:  Medical Marijuana Inc. - Key offerings

                10.11 Tilray Inc.          

                                Exhibit 74:  Tilray Inc. - Overview

                                Exhibit 75:  Tilray Inc. - Business segments

                                Exhibit 76:  Tilray Inc. - Key offerings

                                Exhibit 77:  Tilray Inc. - Segment focus

                10.12 VIVO Cannabis Inc.        

                                Exhibit 78:  VIVO Cannabis Inc. - Overview

                                Exhibit 79:  VIVO Cannabis Inc. - Business segments

                                Exhibit 80:  VIVO Cannabis Inc. - Key offerings

                                Exhibit 81:  VIVO Cannabis Inc. - Segment focus

11. Appendix                            

                11.1 Scope of the report         

                                11.1.1 ​​​​Market definition

                                11.1.2 ​​​​Objectives

                                11.1.3 ​​​​Notes and caveats

                11.2 Currency conversion rates for US$            

                                Exhibit 82: ​Currency conversion rates for US$​

                11.3 Research Methodology 

                                Exhibit 83: ​Research Methodology

                                Exhibit 84: ​​Validation techniques employed for market sizing​

                                Exhibit 85: ​​Information sources

                11.4 List of abbreviations        

                                Exhibit 86: List of abbreviations

Research Framework

Technavio presents a detailed picture of the market by way of study, synthesis, and summation of data from multiple sources. The analysts have presented the various facets of the market with a particular focus on identifying the key industry influencers. The data thus presented is comprehensive, reliable, and the result of extensive research, both primary and secondary.


Primary sources

  • Manufacturers and suppliers
  • Channel partners
  • Industry experts
  • Strategic decision makers

Secondary sources

  • Industry journals and periodicals
  • Government data
  • Financial reports of key industry players
  • Historical data
  • Press releases


Data Synthesis

  • Collation of data
  • Estimation of key figures
  • Analysis of derived insights

Data Validation

  • Triangulation with data models
  • Reference against proprietary databases
  • Corroboration with industry experts



  • Market drivers
  • Market challenges
  • Market trends
  • Five forces analysis


  • Market size and forecast
  • Market segmentation
  • Geographical insights
  • Competitive landscape
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The legal cannabis market growth will increase by $27891.44 million during 2019-2024.
The legal cannabis market is expected to grow at a CAGR of 20.56% during 2019-2024.
Technavio has segmented the legal cannabis market by product (Medical and Recreational) and geographic (North America, Europe, APAC, South America, and MEA).
Aphria Inc., Aurora Cannabis Inc., Bhang Corp., Canopy Growth Corp., Cronos Group Inc., CV Sciences Inc., GW Pharmaceuticals Plc, Medical Marijuana Inc., Tilray Inc., VIVO Cannabis Inc. are a few of the key vendors in the legal cannabis market.
North America will register the highest growth rate of 88.50% among the other regions. Therefore, the legal cannabis market in North America is expected to garner significant business opportunities for the vendors during the forecast period.
  • US
  • Canada
  • Germany
  • UK
  • Australia
  • Israel
The key factors driving the legal cannabis market growth are:
  • Rising number of countries decriminalizing and legalizing cannabis
  • Growing number of patients who need cannabis for medical use
The legal cannabis market vendors should focus on grabbing business opportunities from the medical segment as it accounted for the largest market share in the base year.
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