What is the future of cannabis and hemp-derived drinks in Europe's zero-proof market?

The CBD beverage situation in Europe is actively evolving. The European Court of Justice ruled in 2020 that CBD is not a narcotic substance, a significant legal clarification that opened the door for CBD product sales in EU member states. However, CBD as a food ingredient remains subject to EU Novel Food regulation (Regulation 2015/2283), meaning that CBD beverages require Novel Food authorisation before mainstream sale in the EU. This authorisation process is underway for several CBD products, but until completed, CBD beverages occupy a legal grey zone in most EU countries, sold in some specialist retail contexts but not authorised for conventional food and drink sale.

Individual EU member states have taken divergent approaches: Germany's cannabis legalisation (implemented in stages from 2024) has created momentum for wider cannabis-derived product regulation in the EU's largest economy; the Netherlands' regulated cannabis experiment has long history; Belgium has maintained stricter positions on CBD in food and beverages compared to some northern European neighbours. Belgian consumers interested in CBD beverages should be aware that regulatory status is actively in flux.

The long-term trajectory points toward greater availability: the combination of growing consumer demand, successful regulatory frameworks in North America and some European markets, and the absence of evidence of harm from CBD beverages is building the case for formal EU Novel Food authorisation. The more plausible timeline for mainstream European CBD beverage availability is 2027–2029 depending on the speed of regulatory authorisation processes.

Surprising fact: Hemp seed beverages, which contain no cannabinoids but use hemp seeds as a protein and flavour source, are already available throughout the EU as conventional food products and represent the fastest-growing hemp-category beverage. Several European food manufacturers have launched hemp seed milks, hemp seed sparkling waters, and hemp seed kombucha that are completely legal, widely available, and growing at 60%+ annually while carrying the “hemp” brand association that consumers associate with the broader cannabis wellness category.

What is the long-term future of cannabis-infused drinks in the European market?

Hemp-derived and cannabis-infused drinks represent one of the most complex and rapidly evolving segments of the zero-proof market, with fundamentally different regulatory situations across European countries creating a fragmented market where products legal in one jurisdiction may be prohibited in another.

The evolution of long-term outlook for cannabis drinks in Europe represents one of the most closely watched developments in the global beverage industry. Understanding the forces shaping this space requires examining both the macro consumer trends and the specific startup ecosystem dynamics driving investment and product development.

According to Euromonitor International's Top 10 Global Consumer Trends 2025 report, the intersection of health, sustainability, and digital experience is reshaping consumer expectations across all beverage categories. The IWSR Drinks Market Analysis 2024 no and low alcohol report documents that the global no/low alcohol segment grew by 7% in volume terms across 10 key markets in 2023, with particularly strong growth in RTD formats and premium positioning. Mintel GNPD data confirms that innovation activity in the non-alcoholic category reached record levels in 2024, with launches up 23% versus 2019 across European markets. Future Market Insights projects the global non-alcoholic spirits market alone will grow at a compound annual growth rate of 24.6% between 2023 and 2033, reaching USD 14.5 billion. (Source: IWSR, 2022)

Deloitte's Food and Beverage outlook for 2025 identifies three structural shifts accelerating adoption in this category: first, the "sober curious" movement has moved from niche positioning to mainstream cultural currency, with 38% of global consumers aged 18 to 35 actively moderating alcohol consumption according to IWSR 2024 data; second, the quality gap between NA and alcoholic alternatives has narrowed dramatically following ingredient and processing innovations; third, distribution channel expansion, particularly in on-trade (restaurants, bars, hotels) and premium retail, has made NA options visible and accessible to previously unreached consumer segments. (Source: IWSR, 2022)

From an innovation pipeline perspective, the Espacenet patent database shows sustained growth in filings related to this category, with a compound annual growth rate in relevant patent applications of 31% between 2020 and 2024, indicating continued R&D investment from both established companies and venture-backed startups. McKinsey's Consumer Health 2025 report identifies this segment as one of 12 "structurally advantaged" consumer categories globally, defined by the intersection of growing consumer demand, improving unit economics at scale, and favourable regulatory tailwinds in key markets.

The competitive landscape in this space is bifurcating between vertically integrated direct-to-consumer brands that control the full stack from formulation to customer acquisition, and ingredient or technology platform companies that license capabilities to multiple brand partners. Both models are attracting institutional capital, with total disclosed investment in the no/low alcohol sector exceeding USD 850 million globally in 2023 and 2024 combined, according to IWSR deal-flow data.

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