Oversupply is a mathematical equation
The combination of increased production, combined with a potential contraction in demand has led to concerns over global oversupply. Canadian operators have vast inventories and have scaled up their production capacity due to higher domestic prices and an increase in export demand.
Oversupply will likely be a common theme for the upcoming year as global producers scale up and major import markets are faced with potential short-term growth constraints. This is according to Lawrence Purkiss Senior Analyst, Prohibition Partners.
Source: Statistics Canada, Prohibition Partners 2025
Khourdaji identified Thailand, as the new player in the 2026 international medical cannabis supply chains.
The country enjoys abundant natural resources, a favorable climate for growing crops, and low costs of operation, according to the minister. There are also a few cultivators who export their products for medical purposes. These factors together position Thailand as an important player on the cannabis market worldwide.
Future of Flower
Ben Stevens is the Editor at MEDCAN24 and he notes that, while raw flower will remain king in 2026, its popularity could start to wane.
As we continue to witness a tightening in restrictions for medical cannabis across Europe, the category of flower is receiving a great deal of negative attention,” said he.
In the UK, regulators are concerned about the names and branding of products that have been imported directly from adult-use markets in North America into the medical private market. Hendrik Streeck, Germany’s Drug Commissioner recently stated that the government could consider banning flower in order to fight medical cannabis. While emerging markets, such as France or Spain, are not offering any flowers at launch.”
Stevens says that this will lead to a greater demand for alternative products. Purkiss delves further, suggesting France’s non-flower, pharmaceutically-focused plans could act as a new template for future reform.
The launch of France’s medical cannabis production structure and its treatment system could serve as a model for other countries seeking to implement medical cannabis within their health systems, he added.
It is true that the French model integrates better into existing clinical treatments and pharmaceutical production in the country compared to other patient markets. The question is how quickly the domestic partnership can produce products acceptable to doctors, patients and regulators.
Uncertain future for intoxicating hemp
The US hemp market was the talk of the town in 2025. It presented a serious threat to the medical and recreational industries, who were worried that the cheap, unregulated and largely illegal products could threaten their dominance on the market.
Stevens says that despite the new federal prohibition passed by the government at the end the year, intoxicating cannabis will remain a major policy issue in the months to come.
Intoxicating Hemp will certainly continue to be a hot topic, he added.
The US ban could be changed. Theoretically, the $30bn gray market could disappear over night. “Thousands of consumers, manufacturers, and investors will be searching for new homes.”
As a result of this relative ease in creating semi-synthetic Cannabinoids and the rapid growth of Delta-9 alternative THC as well as the lack of regulation, I think the genie’s out of the bottle.
UK: Steady growth, persistent gaps
Sarah Sinclair of Cannabis Health expects the UK market to continue expanding, but at a measured pace.
Sinclair explained that although the number of prescribers in relation to demand will increase, patient numbers are expected to remain relatively low.
She expects some regulatory backlash, but it will be muted, just as with the UK’s relative growth.
While we wait for the ACMD report, I believe we will see more engagement with UK regulators, such as CQC, and the General Pharmaceutical Council, with the industry, given that it is under greater scrutiny due to the growing number of patients.
Sinclair also emphasized emerging legal challenges surrounding patient access. The expansion of access will lead to more legal cases, including employment tribunals for drug-driving offenses. Policymakers will find it harder to ignore the major gaps that exist in CBPMs. This is especially true when it comes driving and workplace testing. It will be increasingly important to discuss how employers are to handle this and to determine impairment accurately. For example, some occupational health professional groups have reported that they’re currently revising their guidelines.
On product development, Sinclair added: “I hope to see more R&D focused on women and women’s health-related conditions, with more delivery formats developed that meet their needs and preferences. Although I see a growing trend for higher potency flowers, it won’t be until new product formats are widely available that anything will change.
Medical marketing is a new turn
The sector’s positioning and communications strategies are set to continue evolving away from lifestyle branding toward medical framing, according to Michael Hoban, Head of Marketing & Communications at Prohibition Partners.
Hoban stated that “as the cannabis sector continues to develop at an accelerated pace, marketing budgets are going to be under increased scrutiny through 2026.”
“Maximising ROI has become a central priority for industry leaders and marketers alike, replacing the traditional ‘use it or lose it’ approach that once dominated budgeting cycles. Today, every pound or dollar spent must be supported by clear, measurable outcomes, making demonstrable ROI not just desirable—but essential for strategic decision-making and accelerated growth.”
He anticipates that medical marijuana will accelerate at the same time. “As more European countries expand medical cannabis programmes and patient access, the market will continue to lean more toward medicine and wellness, rather than lifestyle/recreational. Although this lean is already underway, next year there’ll be even more room for marketing to shift—from alternative medicine to part of standardised healthcare, reinforced by the latest clinical evidence, patient case studies, and prescriber education.”
Hoban says that as the market matures, narratives in cannabis marketing will increase.
“Put people in the spotlight and let their stories resonate with your audience. Marketers can build emotional connections by highlighting growers, community activists, innovators and patients. These powerful narratives don’t just humanise a brand—they position a brand as a thought leader, elevating it far beyond being just another product on the shelf or another ancillary service.”
Rob Dale from Prohibition Partners’ Digital Marketing Director noted the shift in search behaviour.
“In 2026 Cannabis marketing and content will continue to move away from the ‘stoner’ content further towards science-based content,” Dale said.
“Search for casual terms such as ‘weed’ and ‘marijuana’ decrease, whilst ‘delta-9 THC’, ‘THCa’ and ‘CBN’ have seen massive growth and continue to become more popular.”
Dale has also underlined the importance of AI powered search tools for industry content strategies. Dale said: “AI will ruin brands that stick to the casual SEO of dispensary close by or just answering questions without any authority.”
“With the introduction of AI search ‘About half of messages (49%) are “Asking,” a growing and highly rated category that shows people value ChatGPT most as an advisor rather than only for task completion.’ The majority of people use this tool to gain insight and ask questions. This means that SEO strategies will focus on creating proprietary data with expert approval.
Oversupply is a mathematical equation
The combination of increased production, combined with a potential contraction in demand has led to concerns over global oversupply. Canadian operators have vast inventories and have scaled up their production capacity due to higher domestic prices and an increase in export demand.
As global producers increase production, and as major markets for imports face possible near-term restrictions on growth, the oversupply theme is expected to be common in coming years, said Lawrence Purkiss. Senior Analyst at Prohibition Partners.
Source: Statistics Canada, Prohibition Partners 2025
Khourdaji recognized Thailand as the new player in 2026 entering into international supply chains of medical cannabis.
The country enjoys abundant natural resources, a favorable climate for growing crops, and lower operating costs, according to the minister. There are also a few cultivators who export their products for medical purposes. All of these factors make Thailand a major potential player in the international cannabis market.
Future of Flower
Ben Stevens of MEDCAN24 notes that raw flowers are still king but their dominance could begin to wane by 2026.
As we continue to witness a tightening in restrictions for medical cannabis across Europe, the category of flower is receiving a great deal of negative attention,” said he.
In the UK, regulators are concerned about the names and branding of products that have been imported directly from adult-use markets in North America into the medical private market. Hendrik Streeck, Germany’s Drug Commissioner recently stated that the government might consider a ban on flowers as a way to fight medical cannabis. In the meantime, new markets such as France and Spain launch without any flower at all.”
Stevens says that this will lead to a greater demand for alternative products. Purkiss delves further, suggesting France’s non-flower, pharmaceutically-focused plans could act as a new template for future reform.
The launch of France’s medical cannabis production structure and its treatment system could serve as a model for other countries seeking to implement medical cannabis within their health systems, he added.
It is true that the French model integrates better into existing clinical treatments and pharmaceutical production in the country compared to other patient markets. The question is how quickly the domestic partnership can produce products acceptable to patients, doctors and regulatory authorities.
Uncertain future for intoxicating hemp
Hemp, a cheap product that is largely unregulated, dominated headlines and market share in the US in 2025. This was seen as a threat by established businesses in the US.
Stevens says that despite the new federal prohibition passed by the government at the end the year, intoxicating cannabis will remain a major policy issue in the months to come.
Intoxicating Hemp will certainly continue to be a hot topic, he added.
The US ban could be changed. Theoretically, the $30bn gray market could disappear over night. “Thousands of consumers, manufacturers, and investors will be searching for new homes.”
As a result of this relative ease in creating semi-synthetic cannabinoids and the rapid growth of Delta-9 THC substitutes, as well as the lack of regulation, it is my belief that the genie’s out of the bottle.
UK: Steady growth, persistent gaps
Sarah Sinclair of Cannabis Health expects the UK market to continue expanding, but at a measured pace.
Sinclair explained that although the number of prescribers in relation to demand will increase, patient numbers are expected to remain relatively low.
She expects some regulatory backlash, but it will be muted, just as with the UK’s relative growth.
While we wait for the ACMD report, I believe we will see more engagement with UK regulators, such as CQC, and the General Pharmaceutical Council, with the industry, given that it is under greater scrutiny due to the growing number of patients.
Sinclair highlighted the emerging legal challenges surrounding access to patients. The expansion of access will lead to more legal cases, including employment tribunals for drug-driving offenses. Policymakers will find it harder to ignore the major gaps that exist in CBPMs. This is especially true when it comes driving and workplace testing. It will be increasingly important to discuss how employers are to handle this and to determine impairment accurately. For example, some occupational health professional groups have reported that they’re currently revising their guidelines.
On product development, Sinclair added: “I hope to see more R&D focused on women and women’s health-related conditions, with more delivery formats developed that meet their needs and preferences. Although I see a growing trend for higher potency flowers, it won’t be until new product formats are widely available that anything will change.
Medical marketing is a new turn
The sector’s positioning and communications strategies are set to continue evolving away from lifestyle branding toward medical framing, according to Michael Hoban, Head of Marketing & Communications at Prohibition Partners.
Hoban stated that “as the cannabis sector continues to develop at an accelerated pace, marketing budgets are going to be under increased scrutiny through 2026.”
“Maximising ROI has become a central priority for industry leaders and marketers alike, replacing the traditional ‘use it or lose it’ approach that once dominated budgeting cycles. Today, every pound or dollar spent must be supported by clear, measurable outcomes, making demonstrable ROI not just desirable—but essential for strategic decision-making and accelerated growth.”
Also, he expects that the positioning of medical cannabis will accelerate simultaneously. “As more European countries expand medical cannabis programmes and patient access, the market will continue to lean more toward medicine and wellness, rather than lifestyle/recreational. Although this lean is already underway, next year there’ll be even more room for marketing to shift—from alternative medicine to part of standardised healthcare, reinforced by the latest clinical evidence, patient case studies, and prescriber education.”
Hoban is convinced that narratives will become more important in the cannabis industry as markets develop.
“Put people in the spotlight and let their stories resonate with your audience. Marketers can build emotional connections by showcasing real voices in the industry, such as growers, community activists, innovators and patients. These powerful narratives don’t just humanise a brand—they position a brand as a thought leader, elevating it far beyond being just another product on the shelf or another ancillary service.”
Rob Dale from Prohibition Partners’ Digital Marketing Director noted the shift in search behaviour.
“In 2026 Cannabis marketing and content will continue to move away from the ‘stoner’ content further towards science-based content,” Dale said.
“Search for casual terms such as ‘weed’ and ‘marijuana’ decrease, whilst ‘delta-9 THC’, ‘THCa’ and ‘CBN’ have seen massive growth and continue to become more popular.”
Dale also highlighted AI search tool’s impact on the content strategy of industry. Dale said: “AI will ruin many brand who continue to follow the simple SEO strategy that is dispensary close by or just answering questions in a casual way without any authority.”
“With the introduction of AI search ‘About half of messages (49%) are “Asking,” a growing and highly rated category that shows people value ChatGPT most as an advisor rather than only for task completion.’ The majority of people use this tool to gain insight and ask questions. This means that SEO strategies will focus on creating proprietary data with expert approval.
Cannabis Law Resources for Poland
Discover essential legal information about the cultivation of cannabis, its sale, and regulations governing medical products in Poland. You can use these resources to learn about the requirements for certifications, permissions and compliance.
-
Polish News Registration and Interests of Cannabis Businesses
-
Permissions for Cannabis Sales in Poland
-
Authorization for Importing or Manufacturing Medical Products
-
Permission for Manufacturing or Importing Medical Products
-
Certificate of Good Manufacturing Practices (GMP)
-
Registration of Medical Products in Poland