In the past decade cannabis has emerged from being considered a narcotic into the mainstream with applications from skin cream to food & beverages, vaping products and even medical cannabis for pets. Its growth has been exponential, and the global legal cannabis market is projected to reach from US$58[1] to US$82 billion[2] in the next 3 to 4 years. This exponential growth brings with it opportunities for market researchers and strategists, with consultancies specifically focused on cannabis and many major brands exploring new market opportunities.

This study is a truly intercultural exploration of the cultural differences between three countries: Netherlands, Spain and Thailand, with deep dives on how consumers get informed about cannabis rules and regulations, and their knowledge, feelings and opinions about cannabis. The differing phases of cannabis adoption in the three markets, with very distinct policies, rules and regulations, offers three different perspectives on the current state of consumer attitudes towards cannabis and its regulation.

The study consists of store observations, interviews and a short quantitative validation for all three markets. Also, in addition to the focus on the three countries, desk research will cover the global market as well the opportunities being created for market research professionals across the globe.

[1] BDSA, June 2024 https://bdsa.com/press-release/bdsa-forecasts-global-legal-cannabis-sales-to-hit-58-billion-in-2028/

² Markets and Markets February 2024 https://www.marketsandmarkets.com/Market-Reports/cannabis-market-201768301.html,

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About the research team:

Henrique Savelsberg (https://theicg.co.uk/member/henrique-savelsberg/)  is Dutch native with close to 25 years experience in developing/managing international market research studies, recently also more UX research studies. Henrique moderates mainly in Dutch and English language, provides qualitative and strategic market research  across the globe with particular focus on Europe and (SE) Asia. Henrique offers B2B and B2C research with sector experience specifically in air travel/tourism, F&B/Foodservice, FMCG, technology, financial services and Industrial/B2B strategic market research. His local Thai research partner conducted the Thai interviews for this study.

Originally from the US, Brian Loeb (https://theicg.co.uk/member/brian-loeb/)  has lived in Spain for nearly 25 years and is bilingual in Spanish and English. He has over 25 years of experience in Strategy, Marketing and Market Research, and conducts both qualitative and quantitative market and UX research on a freelance basis across the English and Spanish-speaking worlds, with a particular focus on CPG (FMCG), Tech and Telco, and Financial Services.

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