The Rise of CBD: A look at the evolving CBD market

The global wellness trend continues to grow, and over the last few years the CBD market has emerged as a major force in both the health and consumer goods sectors.
In 2019, the UK CBD market as a whole was worth £314 million and just three years later this had doubled to around £700 million. In America, the CBD market is projected to reach $6 billion by next year.
Industry stakeholders today face unprecedented opportunities and, thanks to the Novel Foods process, a number of regulatory challenges.
On July 1^st, the FSA updated its guidance allowing CBD businesses to reformulate products on the Public List to improve consumer safety.
 
So, what is CBD?
CBD is believed by many to provide them with relief and numerous benefits.
In 2018, the World Health Organisation suggested that CBD may help treat some symptoms relating to a number of conditions.
 
How can you buy CBD?
Over the last ten years, there has been an explosion in the number of products containing CBD. Before then, there was little awareness of CBD.
Today, it has become mainstream and is available in an expanding and wide range of products from oils and tinctures to drinks and food supplements. You can buy it in health food shops, supermarkets, pharmacies and online.
 
How many people take CBD in the UK?
In 2019, independent surveys by YouGov and Dynata showed that between 8 and 11% of the adult population in the UK (around four to six million people) had consumed a CBD product in the last year.
When respondents were asked if they had used CBD at any point in the past, 29% of respondents reported that they had used it before.
In September 2024, the Grocer reported that “across leading CBD brands stocked in grocery multiples and discounters, sales have climbed 60% to £18.3 million (NIQ 52 w/e 15 June 2024)”.
 
What is a Novel Food?
A Novel Food is a food, or food ingredient, that has not been consumed to a significant degree by humans in the EU or the UK before May 15, 1997. This means it either has a limited history of consumption or is produced using a new process. 
As well as CBD, other Novel Food examples include chia seeds, insect-derived proteins, plant proteins and cell cultured meat.
 
 
Why is CBD a Novel Food?
In January 2019, the Novel Food status of CBD was confirmed. It means that CBD food and drink products need to be authorised as Novel Foods before they can be sold in the UK.
The Food Standards Agency (FSA) is managing this authorisation process for CBD.
The list of CBD products linked to Novel Food applications contains CBD food products which meet the following criteria:
* They were on the market at the time of the FSA’s announcement on CBD (13 February 2020)
* The FSA received a Novel Food application for the products by 31 March 2021
* The FSA subsequently validated the application, and it is progressing towards risk assessment and ultimately authorisation
 
 
The decision on enforcement on non-compliant Novel Foods is with local authorities. However, the FSA has recommended that the products on the list marked as ‘Validated’ or ‘Awaiting evidence’ may stay on the market in England and Wales, pending further consideration.
Any products which do not appear on the list or are marked as ‘Removed’ must be withdrawn from the market.
 
What are the latest guidelines around daily CBD intake?
In their latest guidelines, published in October 2023, the FSA recommended that healthy adults limit their intake to 10mg per day. This is equivalent to 4-5 drops of 5% CBD oil.
Consumers are encouraged to check labels to ensure they don’t exceed this daily intake.
In May 2024, the first applications moved to the ‘risk management’ stage of the Novel Foods process.
On July 1^st, CBD businesses with applications on the FSA’s Public List were given an update and encouraged to reformulate food products for safety reasons.
They were also asked to review product labelling to display the recommended CBD acceptable daily intake limit (of 10mg per day of CBD) and include key safety information such as age restrictions and warnings for those who are pregnant or taking medications.
Thomas Vincent of the Food Standards Agency said: “Our pragmatic approach allows businesses to do the right thing for consumer safety while progressing towards full regulatory compliance. This flexibility creates a clearer path forward for CBD businesses while ensuring products meet our safety standards.”
To date, no brand has achieved full authorisation from the FSA.
 
What are the emerging trends?
* Nano-emulsified CBD for improved bioavailability.
* Minor cannabinoids (CBG, CBDV and CBC) are gaining attention.
* Functional formulations such as combining CBD with vitamins and minerals.
 
Industry outlook
The CBD market looks set to consolidate as product competition increases and the regulation process tightens.
The brands that put consumer education, innovation, quality and compliance centre stage, all whilst being responsive to evolving customer preferences, are more likely to succeed.
 
 
Find out more about CBD
https://www.food.gov.uk/news-alerts/news/food-standards-agency-updates-guidance-allowing-cbd-businesses-to-reformulate-products-on-the-public-list-for-safety-reasons
https://www.food.gov.uk/business-guidance/cannabidiol-cbd
https://www.food.gov.uk/safety-hygiene/cannabidiol-cbd#advice-for-vulnerable-groups
https://www.bhf.org.uk/informationsupport/heart-matters-magazine/medical/cbd-and-the-heart
https://www.foodstandards.gov.scot/business-and-industry/safety-and-regulation/novel-foods-regulation