世界の娯楽用大麻市場の規模、シェア、トレンド分析レポート – 業界概要と2032年までの予測

娯楽用大麻市場規模

• 世界の娯楽用大麻市場規模は2024年に20億ドルと評価され、予測期間中に6.3％のCAGRで成長し、2032年までに32億7000万ドルに達すると予想されています。
• 市場の成長は、複数の地域での嗜好用大麻の合法化の増加、消費者の認識の変化、ライフスタイルや健康製品としての大麻の社会的受容の高まりによって主に推進されています。
• さらに、食用、飲料、局所用、濃縮物など、多様な大麻配合製品に対する需要の高まりにより、従来の喫煙を超えた消費が拡大し、業界の成長が大幅に促進されています。

娯楽用大麻市場分析

• 嗜好用大麻製品は大麻草由来で、主に非医療目的で消費され、リラクゼーション、ストレス解消、社会交流を促進する精神活性効果をもたらします。これらの製品は、花、濃縮物、食用、飲料、ベイプ製品など、様々な形態で提供されており、変化する消費者の嗜好に応えています。
• 娯楽用大麻の需要の高まりは、主に好ましい規制改革、製品革新への投資の増加、そして特に若年層における健康と娯楽のための大麻使用の増加傾向によって推進されている。
• 北米は、広範な合法化、高い消費者の受け入れ、大麻製品開発への投資の増加により、2024年には娯楽用大麻市場の76.5％のシェアを占め、市場を支配した。
• アジア太平洋地域は、政策環境の変化、意識の高まり、特定の市場における大麻の研究と栽培への投資の増加により、予測期間中に嗜好用大麻市場で最も急速に成長する地域となり、シェアを占めると予想されています。
• THCを主成分とするセグメントは、その精神活性作用が多幸感、リラクゼーション、気分向上を求める娯楽目的のユーザーに訴求するため、2024年には57.9%の市場シェアを占め、市場を支配しました。THCを主成分とする製品は、特に合法化の枠組みが成熟し、高濃度製品の需要が高い地域では、娯楽市場において依然として最前線に立っています。

レポートの範囲と娯楽用大麻市場のセグメンテーション      

娯楽用大麻市場の動向

「大麻入り食品・飲料の需要増加」

• 世界の娯楽用大麻市場における重要かつ加速する傾向として、グミ、チョコレート、炭酸飲料、お茶など、大麻を配合した食品や飲料の需要が高まっている。
• 例えば、キャノピー・グロースやティルレイなどの企業は、従来の喫煙や電子タバコの代替品を好む消費者をターゲットに、幅広い種類の大麻入り消費財を含む製品ポートフォリオを拡大している。
• 革新的な注入技術の採用により、正確な投与、一貫した効力、食品や飲料の味覚プロファイルの改善が可能になり、消費者の体験と安全性が向上します。
• 大麻を配合した製品は、健康志向の消費者にアピールするために、天然香料、低糖または無糖、アダプトゲンやビタミンなどの機能性成分を配合したものが増えている。
• 便利で目立たず、そして楽しい消費形態へのこの傾向は、嗜好用大麻業界における製品開発とマーケティング戦略を根本的に変革しつつあります。Aurora CannabisやCronos Groupといった企業は、多様な消費者の嗜好に応える新しい食用および飲料製品ラインを立ち上げるため、研究と提携に投資しています。
• 合法化が拡大し、消費者が大麻を楽しむ新しい方法を求めているため、既存市場と新興市場の両方で大麻入りの食べ物や飲み物の需要が急速に高まっています。

娯楽用大麻市場の動向

ドライバ

「健康とウェルネス意識の高まり」

• 健康とウェルネスへの関心の高まりと大麻に対する認識の変化が、娯楽用大麻市場の成長の大きな原動力となっている。
• 例えば、キュ​​ラリーフやグリーン・サム・インダストリーズなどの企業は、リラクゼーション、ストレス解消、ホリスティックな健康に関心のある消費者にアピールする、低用量、マイクロドーズ、健康志向の大麻製品を導入しています。
• 消費者が大麻の潜在的な利点についてより知識を深めるにつれて、制御された効果、天然成分、最小限の副作用を提供する製品への需要が高まっています。
• 大麻をセルフケアの習慣や社交の場に取り入れる傾向により、娯楽用大麻は、新規ユーザーや時折使用するユーザーを含む、より幅広い層にとって魅力的な選択肢となっている。
• 認可を受けた薬局、配達サービス、オンラインプラットフォームを通じて大麻製品を購入できる利便性が、普及を促進しています。合法市場の拡大と継続的な偏見の払拭も、業界の成長に寄与しています。

抑制/挑戦

「娯楽用大麻の品質向上に伴うコスト増加」

• 厳格な検査、栽培、包装基準の遵守を含む、娯楽用大麻の生産における高品質維持に関連するコストの増加は、収益性とアクセス性に大きな課題をもたらしている。
• 例えば、TrulieveやCresco Labsのような企業は、規制要件と消費者の期待を満たすために、高度な栽培技術、品質管理研究所、安全な包装に投資する必要がある。
• 競争力のある価格と市場シェアを維持するためには、業務効率、自動化、規模の経済性を通じてこれらの課題に対処することが不可欠です。ブランドは、品質を損なうことなくコストを削減するために、生産プロセスの合理化とテクノロジーの活用に注力しています。
• コンプライアンスにかかる高額なコストは、小規模生産者や新規市場参入者にとって障壁となり、製品の手頃な価格や市場の多様性に影響を与える可能性がある。
• 業界の協力、規制改革の推進、費用対効果の高い品質保証方法の開発を通じてこれらの課題を克服することは、持続的な市場成長と消費者の信頼にとって不可欠となる。

娯楽用大麻市場の展望

市場は、製品タイプ、流通チャネル、種、化合物、用途、投与、および最終用途に基づいてセグメント化されています。

• 製品タイプ別

製品タイプ別に見ると、嗜好用大麻市場は、オイル、チンキ剤、経皮パッチ、アイソレート、錠剤、花、濃縮物、食用、局所用、チンキ剤、その他に分類されます。花セグメントは、その広範な文化的受容と、伝統的な大麻消費方法に対する消費者の定着した嗜好に牽引され、2024年には最大の市場収益シェアを占めました。大麻の花を喫煙または気化して摂取する方法は、効果の発現が早く、品種の種類が豊富で、カスタマイズ可能な消費体験を提供することから、嗜好用ユーザーの間で依然として人気があります。このセグメントの成長は、栽培技術の進歩によって、より高い品質、効力、そして風味プロファイルが実現していることも支えています。

エディブル分野は、目立たず煙のない消費と効果の持続性への嗜好の高まりを背景に、2025年から2032年にかけて最も高い成長率を示すと予想されています。グミ、チョコレート、飲料などのエディブルは、正確な用量設定、味の改善、そして安全性と一貫性を高める製品イノベーションの進展により、新規ユーザーやカジュアルユーザーを惹きつけています。

• 流通チャネル別

流通チャネルに基づいて、嗜好用大麻市場はオンラインとオフラインの2つのチャネルに区分されます。2024年には、多くの地域で規制された小売体制が整備され、認可を受けた薬局が教育、パーソナライズされた製品推奨、そして迅速な製品アクセスを提供しているオフラインセグメントが最大の市場収益シェアを占めました。消費者は、特に初めて大麻を購入する際に、専門家のアドバイスを求めて実店舗に頼ることが多く、個人に合わせたアドバイスや品質保証を求める傾向が強いです。

The online segment is expected to witness the fastest CAGR from 2025 to 2032, propelled by increasing consumer comfort with e-commerce platforms, privacy concerns, and the convenience of home delivery. Expanding legalization has encouraged online sales with user-friendly platforms offering product variety, promotional discounts, and discreet packaging, particularly benefiting customers in remote or underserved areas.

• By Species

On the basis of species, the recreational cannabis market is segmented into Cannabis Indica, Cannabis Sativa, and Hybrid. The hybrid segment dominated the market revenue share in 2024 due to its versatility in catering to diverse user preferences. Hybrid strains combine traits from both Indica and Sativa species, offering balanced effects such as relaxation with mental stimulation, making them suitable for a broader range of recreational experiences. The popularity of hybrids is also driven by breeders' ability to develop strains with tailored cannabinoid profiles, enhancing user satisfaction.

The Cannabis Sativa segment is projected to witness the fastest growth from 2025 to 2032, supported by rising demand for uplifting, energizing effects preferred by social and daytime users. Sativa strains are known for enhancing creativity and sociability, aligning with the lifestyle of younger and recreational-focused consumers seeking functional cannabis experiences.

• By Compound

On the basis of compound, the recreational cannabis market is segmented into THC-dominant, CBD-dominant, and balanced THC and CBD products. The THC-dominant segment captured the largest market revenue share of 57.9% in 2024, owing to its psychoactive effects that appeal to recreational users seeking euphoria, relaxation, and mood enhancement. THC-dominant products remain at the forefront of recreational markets, particularly in regions with mature legalization frameworks where high-potency products are in demand.

The balanced THC and CBD segment is anticipated to witness the fastest growth from 2025 to 2032, driven by increasing consumer awareness of wellness-oriented cannabis use. Products offering a combination of THC and CBD are gaining traction for providing mild psychoactive effects with enhanced therapeutic benefits, such as reduced anxiety or improved sleep, appealing to health-conscious recreational users.

• By Application

On the basis of application, the recreational cannabis market is segmented into chronic pain, mental disorders, cancer, and others. The mental disorders segment held the largest market revenue share in 2024, as many recreational users report using cannabis to manage stress, anxiety, and mood regulation, contributing to its appeal beyond purely recreational motives. The overlap between wellness and recreation is driving product demand among consumers seeking both relaxation and emotional well-being.

The chronic pain segment is expected to witness the fastest CAGR from 2025 to 2032, fueled by increasing recognition of cannabis's analgesic properties among adult users seeking alternatives to conventional pain management. Recreational users experiencing mild to moderate pain often turn to cannabis products, especially topicals and edibles, for perceived relief without the stigma or side effects associated with pharmaceutical painkillers.

• By Administration

On the basis of administration, the recreational cannabis market is segmented into oral, topical, inhalation, rectal, and sublingual methods. The inhalation segment accounted for the largest market revenue share in 2024, driven by the rapid onset of effects through smoking or vaping, offering immediate gratification to recreational users. The inhalation method remains the most familiar and accessible, especially for experienced consumers valuing fast, controllable dosing.

The sublingual segment is anticipated to witness the fastest growth from 2025 to 2032, as consumers seek smoke-free, discreet consumption options with faster absorption compared to edibles. Sublingual products, such as tinctures or sprays, are gaining popularity for their convenience, precise dosing, and relatively quick effect onset, aligning with evolving consumer preferences for healthier and portable cannabis formats.

• By End Use

On the basis of end use, the recreational cannabis market is segmented into pharmaceuticals, food, beverages, tobacco, personal care, and research and development centers. The food segment dominated the largest market revenue share in 2024, supported by the growing popularity of cannabis-infused edibles such as baked goods, snacks, and confectionery. The integration of cannabis into food products offers a familiar, approachable consumption route, appealing to new and casual users wary of smoking or vaping.

The beverages segment is projected to witness the fastest CAGR from 2025 to 2032, driven by increasing product innovation in cannabis-infused drinks, including sparkling waters, teas, and functional wellness beverages. The beverage format offers a socially acceptable, discreet, and controlled cannabis experience, gaining traction among health-conscious consumers and younger demographics looking for alcohol alternatives with psychoactive or relaxing effects.

Recreational Cannabis Market Regional Analysis

• North America dominated the recreational cannabis market with the largest revenue share of 76.5% in 2024, driven by widespread legalization, high consumer acceptance, and increasing investment in cannabis product development
• The region benefits from a mature regulatory framework and strong retail infrastructure, making cannabis readily accessible for recreational use across various formats, including edibles, beverages, and flower products
• The growing normalization of cannabis consumption, coupled with advanced cultivation technologies and diverse product offerings, continues to support market growth across both established and emerging U.S. and Canadian markets

U.S. Recreational Cannabis Market Insight

The U.S. recreational cannabis market captured the largest revenue share within North America in 2024, fueled by the rapid state-level legalization and the expanding consumer base across multiple demographics. Product innovation remains a key growth driver, with increasing demand for cannabis-infused edibles, beverages, and discreet consumption formats appealing to both new and experienced users. The strong presence of dispensaries, delivery services, and retail chains has improved accessibility and convenience, while robust consumer education campaigns continue to destigmatize cannabis use. Furthermore, cannabis tourism, celebrity endorsements, and strategic partnerships across food, beverage, and personal care sectors are playing a vital role in driving the growth of the U.S. recreational cannabis industry.

Europe Recreational Cannabis Market Insight

The Europe recreational cannabis market is expected to expand at a substantial CAGR during the forecast period, supported by progressive legalization trends, increased public awareness, and shifting consumer attitudes towards cannabis use. Several European countries are exploring policy reforms, creating growth opportunities for both domestic and international cannabis players. The demand for wellness-focused, low-THC, and CBD-dominant recreational products is rising, as consumers seek alternatives to alcohol and tobacco for relaxation and social purposes. Europe’s established medical cannabis infrastructure is providing a foundation for controlled recreational cannabis markets, particularly in countries such as Germany, the Netherlands, and parts of Southern Europe. The region’s growing investment in cannabis research, cultivation, and retail development is expected to further fuel market growth.

Germany Recreational Cannabis Market Insight

The Germany recreational cannabis market is projected to expand at a considerable CAGR during the forecast period, driven by the country's progressive steps towards legalizing and regulating recreational cannabis use. Germany's status as Europe's largest economy and its emphasis on consumer safety, product quality, and compliance provide favorable conditions for market growth. The transition from medical to recreational cannabis is expected to be supported by Germany’s established cultivation, distribution, and retail infrastructure. Additionally, rising consumer demand for legal, safe cannabis products, coupled with ongoing public debates and government-backed reforms, positions Germany as a key European market for recreational cannabis in the coming years.

Asia-Pacific Recreational Cannabis Market Insight

The Asia-Pacific recreational cannabis market is poised to grow at the fastest CAGR during the forecast period of 2025 to 2032, driven by evolving policy landscapes, rising awareness, and increased investment in cannabis research and cultivation across select markets. While recreational cannabis remains largely prohibited across much of the region, countries such as Thailand are leading the shift towards controlled legalization, providing new growth avenues for the industry. Urbanization, shifting cultural perceptions, and the development of cannabis tourism are contributing to emerging demand. Additionally, cross-border collaborations and research initiatives aimed at unlocking the medical and recreational potential of cannabis are laying the foundation for gradual market expansion across APAC.

Thailand Recreational Cannabis Market Insight

The Thailand recreational cannabis market is witnessing rapid momentum following the country's groundbreaking move to decriminalize cannabis, making it the first Southeast Asian nation to embrace controlled recreational cannabis use. Thailand’s growing tourism industry, favorable climate for cannabis cultivation, and government-backed efforts to promote the sector have accelerated market growth. Domestic consumption is increasing, supported by greater product variety, including edibles, beverages, and wellness-focused options. The country's regulatory approach, combined with rising investment from both local and international businesses, is positioning Thailand as a regional hub for cannabis production, innovation, and tourism, contributing to its expanding recreational cannabis market.

Recreational Cannabis Market Share

The recreational cannabis industry is primarily led by well-established companies, including:

• AURORA CANNABIS INC (Canada)
• Cannabis Science Inc. (U.S.)
• Medical Marijuana, Inc. (U.S.)
• STENOCARE A/S (Denmark)
• CannabisNL (U.S.)
• Controlled Environments Limited (Canada)
• The Cronos Group (Canada)
• Maricann Inc (Canada)
• Tikun Olam (Israel)
• Canopy Growth Corporation (Canada)
• TerrAscend (Canada)
• VIVO Cannabis Inc. (Canada)
• Harvest Health & Recreation, Inc (U.S.)
• Curaleaf Holdings Inc. (U.S.)
• HEXO Corp. (Canada)
• INDIVA. (Canada)
• Cresco Labs (U.S.)
• Organigrams Holding Inc. (Canada)
• Trulieve (U.S.)

Latest Developments in Global Recreational Cannabis Market

• In June 2024, The Cannabist Company, a prominent U.S.-based cultivator, manufacturer, and retailer of cannabis products, announced a strategic multi-state partnership with The Bloom Brand, a recognized leader in cannabis concentrates and vape technology. The collaboration, launching initially in New Jersey and Virginia, marks Bloom’s expansion into its 6th and 7th state markets. This partnership is expected to strengthen The Cannabist Company’s product portfolio in the high-demand concentrates and vape segment while accelerating market penetration in the Eastern U.S. It reflects the increasing consumer shift toward vape products and enhances both companies’ competitive positioning in key growth markets, supporting overall industry expansion
• In January 2024, Aurora Cannabis Inc, a leading Canadian global medical cannabis company, announced the launch of three new cannabis-infused beverages, initially available exclusively to veteran patients through Aurora Medical. The beverages, produced by Vacay and Versus in flavors such as Neon Rush, Strawberry Pineapple Tropical Fizz, and Pineapple Coconut Fizz, cater to rising consumer demand for alternative cannabis consumption methods. This product expansion strengthens Aurora’s presence in the growing cannabis beverage segment, aligning with market trends favoring discreet, convenient, and functional cannabis formats
• In May 2023, Toast and Nirvana Group forged a partnership aimed at bringing innovative products to patients and consumers in Oklahoma and New Mexico, leveraging Toast's expertise in cannabis products and Nirvana Group's market presence to offer new solutions to meet the evolving needs of consumers in the region
• In April 2023, Hello Juice and Smoothie partnered with Beleaf Co. to launch CBD-infused juice shots, combining the health-conscious trend of juice consumption with the wellness benefits of CBD, offering a unique product in the local U.S. market
• In May 2022, Canopy Growth expanded its product line with the introduction of orange and grape flavors for its cannabis-infused carbonated drinks, catering to the growing demand for diverse cannabis-infused beverages in the market

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