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Since its discovery, the potential of the cannabidiol (CBD) market has always been limited by government legislation and non-inclusive health and safety policies. As CBD EU regulations begin to loosen, however, CBD manufacturers and distributors may finally be able to take advantage of CBD’s greatest quality, its adaptability.

For years now, the European CBD market has been limited to just medical applications. This was the one sector where strict health and safety laws could be enforced and controlled. But in light of the European Commission’s recent redaction of CBD’s narcotic status, cannabidiol may not be able to enter all of the industries that take advantage of its wide variety of health-promoting properties. 

This article will discuss the current market opportunities for CBD as it relates to three different industries: personal wellness, cosmetics, and food. In breaking down the legislative barriers and existing progress, we will identify the areas of high financial potential. Once you understand the segments you wish to target, it should be easy to select the CBD supplier that will help you leverage its benefits. 

Personal Wellness

The wellness industry was one of the first retail segments that CBD entered, based on its associated health-promoting qualities. While this is definitely the oldest industry relationship that CBD has with a particular market, however, it still has plenty of room for growth.

Immense Market Capture Potential

The wellness industry is one of the largest and fastest-growing industries in the world. From wellness tourism to personal care to nutrition, the wellness industry represents some of the most valuable opportunities for CBD in the future. What makes this industry such a natural pairing for cannabidiol is the extract’s natural health-promoting properties. According to an experiment published in a neuropsychopharmacology journal, there is growing evidence to support that CBD can help reduce certain anxiety symptoms amongst its patients. Similarly, the New York Times discussed a study that demonstrated CBD’s potential as a fast-acting antidepressant. While trials are still limited for all these more prescription-based applications, a lot of the associated health benefits have been adapted to similarly targeted wellness products. Since CBD oil is a highly transformative substance, it can also be used in almost every wellness segment. This type of product versatility and utility is what has investors so high on CBD’s potential as a significant wellness ingredient.

As research continues to develop and CBD EU regulations continue to relax, the likelihood that cannabidiol captures part of the trillion-dollar wellness market is extremely high. Experts believe that by 2028, CBD could account for over 0.15% of the global wellness market. While that percentage may seem low, it could equate to potentially billions of dollars. And by factoring in the recent spike in wellness sales over the course of the coronavirus pandemic, it wouldn’t be surprising if this figure continued to grow. Recent developments in cannabis legislation have increased firms’ ability to incorporate CBD into their products. This is one of the reasons why cosmetics has recently emerged as a viable CBD market. 


Personal care giants like Proctor and Gamble and L’Oréal can attribute a great deal of their fortune to the size and success of the modern cosmetics industry. Cosmetics’ success over the years is also why it has become so difficult to enter as a competitive brand. But, in the case of CBD, cannabidiol manufacturers may be able to capture some of the market value as a supplier.

Creating a New Industry Segment

As the research surrounding the topical applications of CBD proves more and more promising, so too does the potential for cannabidiol as an active cosmetics ingredient. The introduction of CBD into the cosmetics industry opens up a whole new market segment for both consumers and distributors to latch onto. And given the recent success of some CBD skin care trials, it may prove to also be an incredibly valuable market segment. 

What makes CBD cosmetics such a promising business opportunity is its synergy with current personal care offerings. Industry leaders have already found a variety of ways in which beauty products can leverage some of the existing health benefits of CBD and hemp seed extracts. One of the most significant health benefits of CBD, as it relates to cosmetics, is its anti-inflammatory qualities. Anti-inflammatory substances are extremely valuable in the cosmetics market because they can be used as ingredients in a wide range of beauty commodities. Some of these applications include enhancing moisturizing products for sensitive skin or reducing skin irritation of existing offerings. One of the biggest obstacles for this industry, however, is all of the legal barriers that surround it.

Proceed with Caution

The cosmetic industry is extremely strict when it comes to product safety regulations and labelling. Products that provide reduced skin irritation need to be able to not only provide the proper evidence to support their claim, but also have the appropriate language expressed on their packaging regarding its effects. In addition to these legal obstacles, CBD has only been made a legal cosmetic ingredient in the EU as of February 2021. Therefore, there may not be the necessary judicial bodies in place to inspect CBD applications in beauty products.


While CBD’s applications in various industries have made serious leaps in bounds, one of the greatest hurdles still remains when it comes to novel food. Food is still one of the largest monetary avenues for the European CBD market due to its sheer size and availability. The only obstacle affecting this progression is the EU’s current legislation surrounding novel food applications. When the European Commission reassigned CBD its narcotic status, CBD’s future as a food additive seemed extremely grim. But since its status was retracted, the EU officially resumed its review (evaluation) of CBD as a potential novel food.

The lesson for many of these CBD opportunities is patience. Considering how heavily each industry is governed by rules and regulations, it isn’t a surprise that the repeal of unfavourable CBD legislation is taking a considerable amount of time. Fortunately, if this recent wave of progress has told us anything, it is that there is hope on the horizon for CBD as an active ingredient in a variety of market segments across the world. In the meantime, rather than waiting, it would be fruitful to find a wholesale supplier that has the operational flexibility to accommodate these industry shifts. By partnering with CanX, you can maximize your cost-efficiency, reliability, and versatility of your CBD distribution without the worry of quality, timeliness, or legality. Contact our team today for more information on how we can support your entry into new CBD markets.

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