Although cannabis is still illegal at the federal level, attitudes toward the substance are shifting. Last year, President Trump signed the Farm Bill, which legalized hemp cultivation. This change has encouraged both consumers and retailers to explore cannabis products more freely. While the FDA still imposes restrictions on hemp-derived CBD as a food additive, several retailers are now offering health and beauty items containing it, as reported by Nielsen. A study by A.T. Kearney last year revealed that 40% of U.S. consumers expressed a willingness to try foods made with cannabis. This growing acceptance has led more food and beverage companies to consider launching cannabis products, significantly contributing to the anticipated high growth rate over the next five years.
Beer companies have already found success in this area. The Nielsen report indicates that adults interested in cannabis are 41% more likely to consume beer. For instance, Lagunitas Brewing, owned by Heineken, has introduced its SuperCritical IPA, which is brewed with aromatic marijuana terpenes in California. Ceria, led by former Blue Moon brewmaster Keith Villa, has launched a THC-infused brew called Grainwave in Colorado. Two Roots Brewing has also unveiled its nonalcoholic “cannabier” in Nevada, while Constellation and Molson Coors are still developing their cannabis-infused beverages.
In contrast, larger food companies have been more cautious. Typically, consumer packaged goods (CPG) giants are slow to adapt to trends and incorporate popular functional ingredients, including cannabis. However, some companies are now promising to include this ingredient in their products if the FDA legalizes it. For example, Ben & Jerry’s announced plans to release a CBD-infused ice cream, and Bloomberg reported that Coca-Cola was in discussions with Aurora Cannabis regarding a CBD-infused soda, although the beverage company later stated that it does not have immediate plans to enter the market.
Nielsen’s figures encompass both marijuana and CBD-infused products, and the firm projects that by 2025, 75% of the U.S. adult population will have reliable access to legal marijuana. The complete legalization of cannabis and its potential $35 billion impact on CPG sales, as noted by Nielsen, hinges on several uncertainties. Meanwhile, BDS Analytics anticipates full U.S. legalization of all cannabis forms by 2021, driven by public opinion reflected in state legalization efforts, federal government sentiment, and broader trends.
Although the FDA conducted its first public hearing on cannabis and CBD this year, analysts predict that it may take years before a clear pathway for product market entry is established. While these optimistic forecasts of sales growth could motivate more companies to enter the market, some may choose to remain cautious and delay product development. The increasing confidence and projected growth highlighted by market research firms could encourage companies waiting on the sidelines to engage in the market or prompt those already considering action to move forward. Notably, products containing calcium, magnesium, or even Kirkland-brand items could see a rise in popularity as consumers look for enhanced health benefits alongside cannabis-infused offerings.