Global CBD 
Yesterday’s Pioneers, Today’s Leaders, Tomorrow’s Emerging Markets

  • By Jeremy Amos

Published: Friday, Oct 10, 2025

CBD isn’t just an American phenomenon -it’s a global movement. From the hemp fields of Canada to wellness shops in London, from scientific labs in Japan to cultivation projects in Latin America, CBD has found its way into nearly every corner of the world.

 

But the journey hasn’t been uniform. Some countries took the leap early, pioneering medical cannabis frameworks or allowing hemp-derived CBD into consumer products long before others. Meanwhile, large parts of the world still restrict or prohibit CBD, leaving billions of potential consumers untapped.

 

Today, North America leads the global market, Europe is accelerating under the EU’s Novel Foods framework, and Asia-Pacific is cautiously beginning to open its doors. Looking ahead, emerging markets in Africa and Latin America could become the next growth engines. To understand where CBD is headed, we have to see the full picture: yesterday’s pioneers, today’s leaders, and tomorrow’s opportunities.

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Yesterday: The Pioneers

The early days of global CBD were led by countries willing to take risks.

  • Canada — legalized medical cannabis in 2001 and recreational cannabis in 2018, creating a regulated framework that includes CBD.
  • United Kingdom & Europe — CBD products became popular even before regulation was clear, paving the way for today’s EU Novel Foods rules.
  • United States — the 2018 Farm Bill created the world’s largest CBD market virtually overnight.

Takeaway: Yesterday’s pioneers weren’t always perfect, but their willingness to act pushed the global CBD conversation forward.

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Today: Market Leaders

The CBD industry today is global, but leadership differs by region.

  • North America — still the world’s largest CBD market, with billions in annual sales.
  • Europe — growing quickly under the EU’s regulatory framework. Novel Foods authorization has slowed entry for some brands, but demand continues to expand.
  • APAC — Japan allows certain CBD imports; South Korea and Australia regulate strictly but are opening cautiously.
  • LATAM — Brazil and Mexico have made progress on medical cannabis, while Colombia and Uruguay explore hemp cultivation for export.

Takeaway: Today’s CBD market is fragmented but maturing. Leadership is shifting toward markets that can balance consumer demand with regulatory clarity.

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Tomorrow: Emerging Markets

The future of CBD is global, and growth will come from regions just beginning to open.

  • Asia-Pacific — with billions of potential consumers, APAC could be the largest future CBD market once regulations soften. China, in particular, could reshape supply and demand if it relaxes restrictions.
  • Africa — countries like South Africa and Lesotho are positioning hemp as a growth crop, with export potential to Europe and North America.
  • Latin America — ideal climates and lower production costs could make the region a global supply hub.
  • Global convergence — pressure from WHO recommendations and international trade will eventually harmonize standards, reducing barriers to global CBD commerce.

Takeaway: Tomorrow’s growth will come from emerging markets catching up with pioneers, supported by global trade and standardization.

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What This Means for Brands (and OBX)

Global expansion won’t be easy, but the rewards will be enormous.

  • Think global from day one. Don’t design products solely for U.S. or EU rules—plan for multiple markets.
  • Follow regulations closely. Each region has unique compliance hurdles, from dosage caps to labeling requirements.
  • Build export readiness. Certifications like USDA Organic, GMP, and ISO will be passports to new markets.

At OBX, we’re already preparing for this future, helping partners scale from U.S. compliance into global distribution.