Europe’s CBD and cannabis market keeps expanding while the regulatory framework stays unresolved. That contradiction defines how brands operate in 2026. Companies sell real volume, face real enforcement risk, and still struggle with fragmented rules, delayed Novel Food approvals, and inconsistent payment access. Understanding where growth actually comes from, and what quietly blocks it, matters more than optimistic forecasts.
Trend #1. The Regulatory Baseline: CBD Still Lacks EU-Wide Novel Food Approval
CBD ingestibles remain classified as Novel Foods under Regulation (EU) 2015/2283. The European Commission concluded that cannabinoids lack a significant history of consumption before May 1997, which triggers pre-market authorization requirements.
Multiple CBD companies submitted Novel Food dossiers. EFSA continues reviewing them. However, evaluations repeatedly stall due to missing long-term safety data. As of late 2025, no CBD ingestible has received EU-wide Novel Food authorization.
This status applies regardless of source. Plant-derived and synthetic CBD face the same treatment if intended for human consumption.
Practical consequence: CBD oils, gummies, drinks, and capsules sell across Europe without harmonized approval, while national authorities interpret and enforce rules differently.
Trend #2. Market Growth Continues – Despite Regulatory Uncertainty
Even with unresolved authorization, the EU CBD market size forecast for 2025–2030 points to sustained growth. Industry estimates place European CBD reaching €2.6 billion by 2026. Forecasts suggest 25–26% CAGR into the early 2030s.
This growth persists because enforcement happens locally. Some markets tolerate sales under conservative positioning and strict documentation. Others restrict products aggressively, especially where any THC is detected.
For operators, this means revenue exists — but stability depends on country selection, product mix, and compliance discipline.
Trend #3. Non-Ingestible CBD Is Becoming the Safest Revenue Channel
While ingestibles face Novel Food delays, topical and cosmetic CBD products continue scaling with fewer regulatory obstacles.
Market breakdowns show:
- CBD oils: ~30%
- Edibles: ~25%
- Vaporizers: ~20%
- Cosmetics & topicals: ~15% and growing
CBD cosmetics fall under EU cosmetic regulations, not Novel Food rules. This creates a clearer compliance path and fewer interruptions at customs, retail, and payment underwriting.
Brands increasingly lead with:
- CBD creams and recovery balms
- Skincare positioned for stress, inflammation, and lifestyle use
- Bundled cosmetic lines that support recurring purchases
This shift also improves payment acceptance rates, since non-ingestible CBD typically triggers fewer underwriting objections.
Trend #4. Europe Is Not One CBD Market. It’s Dozens of Micro-Markets
CBD regulation varies sharply across EU member states. Examples:
- Italy tightened restrictions on hemp flower and derivatives, affecting marketing and logistics.
- Sweden treats CBD oil containing THC as a narcotic.
- Germany expanded medical cannabis access, imports, and patient enrollment under regulated frameworks.
As a result, brands rarely launch “Europe-wide.” Instead, they:
- Localize SKUs by country
- Restrict shipping routes
- Adjust THC thresholds and labeling
- Segment marketing language by jurisdiction
This micro-market reality forces companies to treat compliance as an operational system, not a legal checkbox.
Trend #5. Consumer Behavior Is Normalizing, Not Exploding
European CBD consumers tend toward occasional use, not daily consumption. Younger demographics show higher adoption rates, especially for wellness and skincare use cases.
CBD increasingly appears in:
- Pharmacies
- Mainstream retail
- Large e-commerce platforms
This distribution shift raises standards. Retail buyers, regulators, and banks all examine claims, lab reports, and consistency more closely than niche wellness shops ever did.
Trend #6. Payments & CBD Compliance Are Now Core Business Infrastructure
For CBD brands, payments dictate growth as much as demand. Many companies learn this the hard way. Selling CBD in Europe requires navigating:
- CBD payment processing compliance Europe
- Access to high-risk merchant accounts for CBD brands
- Ongoing reviews tied to content, claims, and documentation
Banks and processors assess far more than transaction volume. They evaluate:
- Product positioning and wellness language
- Consistency between labels, COAs, and website claims
- Refund, shipping, and dispute policies
- Country exposure and regulatory risk
Following CBD payment underwriting best practices often determines whether an account stays live six months later.
This is why payment challenges for EU CBD e-commerce frequently surface after launch, not before. Accounts that pass onboarding still face monitoring and sudden freezes if risk profiles change.
Brands that succeed treat payments as strategy:
- Conservative education-first messaging
- Clean product categorization
- Banking redundancy across multiple acquiring partners
Learning how to get a CBD-friendly payment processor often means proving discipline, not pushing volume.
Trend #7. Regulation Is Moving Toward Control, Not Speed
Europe’s cannabis trajectory favors controlled frameworks over rapid liberalization. EFSA’s cautious approach to Novel Food approvals signals demand for long-term safety data rather than political momentum.
Medical cannabis pathways continue expanding in selected markets. Recreational reform remains slow and fragmented.
For CBD businesses, longevity favors companies that:
- Invest early in compliance systems
- Diversify product categories
- Build payment resilience
- Expand market by market, not all at once
The brands still operating at scale in three years will not be the loudest ones — they’ll be the most disciplined.
Vendo specializes in high-risk payment processing for CBD, seeds, and other high-risk industries. Our solutions are tailored to meet the unique needs of your business, ensuring seamless transactions and reducing the risk of payment disruptions. Contact our expert team to learn how we can help your business to maximize growth during the festive holidays and beyond.