The U.S. cannabis industry has matured rapidly since the early days of state-level legalization, but entrepreneurs are increasingly looking across the Atlantic for their next big growth opportunity. With the European Union offering friendlier regulations, lower taxes, and the ability to trade across borders, many believe that the EU is poised to become the next global cannabis powerhouse.
In fact, projections suggest the European cannabis market could be worth $50 billion annually—surpassing the U.S.—as legalization spreads across the continent. American companies, from vaporizer manufacturers to vertically integrated cultivators, are moving fast to claim their stake.
Europe: The New Cannabis Frontier
While Europe’s cannabis market may currently seem modest in size compared to the U.S., the growth trajectory is extraordinary.
- In 2024, EU cannabis sales are estimated at $1.2 billion
- By 2028, they are expected to more than double to $2.6 billion
- By 2035, projections reach $6 billion annually
Compared to the U.S., where 38 states have legalized cannabis in some form and the industry generated $32 billion in sales last year, the EU is still emerging. But here’s the difference: the rate of growth in Europe is outpacing the U.S. by a significant margin. While the American market is expected to grow 44% in the next three years, Europe is projected to grow by 115% in the same period.
Why U.S. Companies Are Shifting Focus to Europe
So, what’s driving this transatlantic pivot? Several key factors make Europe an ideal destination for cannabis entrepreneurs:
Friendlier Regulatory Framework
Unlike the U.S., where cannabis remains federally illegal and regulations vary wildly from state to state, Europe is moving toward more unified, predictable regulation. Countries like Germany, Malta, Luxembourg, and the Netherlands are piloting or expanding recreational use. Over 25 EU countries have legalized medical cannabis or decriminalized use.
Cross-Border Trade Within the EU
One of the biggest advantages of the EU market is that companies can legally cultivate in one country and export to others. For example:
- Portugal and Spain serve as low-cost cultivation hubs
- Cannabis grown there can be shipped to Germany, the UK, or Czech Republic
This single-market model is impossible in the U.S., where interstate cannabis commerce is prohibited by federal law.
Lower Taxes and Government Cooperation
In countries like Germany and the UK, cannabis is integrated into the medical system. Patients can get prescriptions from regular doctors and pick up products at licensed pharmacies, or have them delivered through the mail. Many governments even offer reimbursement through public health insurance, something unheard of in most of the U.S.
Major U.S. Cannabis Players Entering Europe
Several well-known American cannabis companies are already reporting tangible results from their European operations.
1. Active (California-Based Vaporizer Manufacturer)
Active, a company known for providing vaporizer hardware to large U.S. cannabis firms, began engaging with the European market approximately two years ago. Initially cautious, the company has since significantly increased its international involvement.
Europe currently accounts for a small but rapidly growing portion of Active’s revenue. Business relationships in the UK and Germany—two early adopters of medical cannabis—are helping to establish a foothold on the continent. The company now anticipates that up to 20% of its future revenue could come from Europe, especially as it negotiates deals with more EU-based brands.
2. Curaleaf (Massachusetts-Based Cannabis Giant)
Curaleaf has made one of the most ambitious moves into Europe among U.S. cannabis companies. In 2021, it acquired Emmac Life Sciences, a vertically integrated European medical cannabis firm with cultivation and distribution assets in Germany, Portugal, Spain, Italy, and the UK.
This acquisition formed the basis for Curaleaf International, which now operates independently of the company’s U.S. division. While Curaleaf’s U.S. revenue remains dominant at $1.2 billion in 2024, its European division is showing stronger relative growth, increasing by 72% year-over-year.
Company executives view the European market as a long-term strategic priority, with expectations that its size and profitability could eventually match or exceed the U.S.
3. Cookies (Lifestyle Cannabis Brand)
Cookies, known for its strong brand presence in the U.S., has extended its reach internationally through a licensing model. The company works with partners in Portugal, Germany, and Canada to grow and distribute its signature cannabis strains.
With a presence in the UK, Germany, Israel, and Thailand, and upcoming plans for Australia, Cookies is expanding quickly. While international sales were once a secondary consideration, they have recently become the company’s fastest-growing business segment.
Investor Confidence Is Rising
Private equity firms are also increasingly allocating capital to European cannabis ventures. One London-based cannabis-focused investment firm, which has managed nearly $400 million in assets, has shifted its strategy away from North America. Although it has invested around $200 million into U.S. cannabis companies since 2018, recent activity is focused on Europe.
Over the past two years, the firm has committed $25 million to European projects, including Valcon, a Denmark-based cannabis extraction company. Plans are in place to double that figure, with investors seeing Europe as a more structured, scalable, and politically stable cannabis market.
The high barriers to entry in Europe—such as the requirement for EU-GMP certification—are seen not as obstacles, but as filters that ensure quality and reduce competition. This creates a more predictable investment environment, which is especially appealing given the federal uncertainty in the U.S.
Cautionary Perspectives: Will Europe Follow Canada’s Footsteps?
Despite the optimism, some industry analysts have expressed skepticism about Europe’s cannabis boom. Comparisons are often made to Canada, where federal legalization in 2019 sparked a flood of investment, followed by oversupply, price crashes, and market consolidation.
Critics argue that the excitement surrounding Europe may attract too many players, leading to similar saturation problems. However, others point out that Europe’s larger population base (745 million people) and regulated growth make it far less vulnerable to the type of market collapse experienced in Canada.
Moreover, the gradual rollout of legalization across European countries means that the market is likely to grow more sustainably, reducing the risk of sudden oversupply.
Summary: A Promising Future for Cannabis in Europe
Europe is rapidly emerging as the most attractive international market for cannabis expansion. While the U.S. market is constrained by federal laws, fragmented regulations, and high operational costs, Europe offers a more unified and growth-oriented environment.
Key Advantages of the EU Cannabis Market:
- Legal cross-border trade within member countries
- Integration with healthcare systems and pharmacies
- Lower tax burdens and potential for insurance reimbursement
- Growing demand and expanding legalization
- High barriers to entry that protect early investors
Top American Firms Expanding in Europe:
- Active (vaporizer technology)
- Curaleaf (vertically integrated operations)
- Cookies (licensed cannabis brand)
Investor Outlook:
- Strong revenue growth in early-stage markets
- Opportunities for consolidation and long-term dominance
- Scalable infrastructure and pharmaceutical-grade regulation
Final Thoughts
While the U.S. cannabis industry has provided a strong foundation, it is Europe that now holds the most promising outlook for international growth. For American cannabis companies and investors, being among the first to enter and shape this market could offer advantages that extend well into the future.
In a global industry that continues to evolve, Europe is not just the next chapter—it may be the main event.
AI – image generated.
