The European CBD Market Opportunity in 2025
The European CBD market is one of the fastest-growing consumer health segments globally. With increasing regulatory clarity, growing consumer awareness, and expanding retail distribution, 2025 represents an excellent time to launch a CBD brand in Europe.
Key market drivers include:
- Novel Food authorisation progress for CBD in the EU
- Mainstream retail adoption (pharmacies, health food stores, online)
- Consumer shift towards natural wellness products
- Expanding cannabinoid range (CBG, CBN, CBDA) creating new product categories
Step 1: Define Your Brand Positioning
Before choosing products, define your brand's unique position in the market. The CBD market is crowded at the generic level but has significant white space in specific niches:
- Sports recovery — CBD + CBG blends for athletes
- Sleep wellness — CBN + CBD formulas for sleep support
- Senior wellness — Low-concentration CBD oils for older consumers
- Pet CBD — CBD oils specifically formulated for dogs and cats
- Luxury/premium — High-concentration CBD in premium packaging
- Functional blends — CBD combined with adaptogens, vitamins, or botanicals
Step 2: Understand the Regulatory Landscape
CBD regulation in Europe varies by country and product type. Key frameworks to understand:
EU Novel Food Regulation
CBD as a food ingredient is classified as a Novel Food in the EU, requiring authorisation before it can be sold as a food supplement. Several applications are currently under review by EFSA. In practice, many CBD food supplements continue to be sold under transitional arrangements while applications are processed.
Cosmetics Regulation
CBD in topical products (creams, balms, serums) falls under the EU Cosmetics Regulation (EC) No 1223/2009. Products must be CPNP-registered before sale in the EU. LABHEMP can assist with CPNP registration.
Country-Specific Rules
Germany, France, Italy, Spain, and the Netherlands each have specific rules around CBD product marketing, THC limits, and health claims. Always consult a local regulatory expert before launching in a new market.
Step 3: Choose Your White Label Manufacturer
Your manufacturer is the foundation of your brand. Key selection criteria:
- GMP and ISO 22000 certification
- Third-party laboratory testing with batch-specific CoAs
- No minimum order quantity (for new brands)
- Full cannabinoid range (CBD, CBG, CBN, CBDA, THCV)
- Custom label and packaging support
- CPNP registration assistance
- Fast lead times (2–4 weeks standard)
LABHEMP meets all these criteria and has been manufacturing white label CBD products for brands in 50+ countries since 2019.
Step 4: Design Your Brand Identity
Your brand identity — name, logo, colour palette, typography, and packaging design — is what differentiates you in a crowded market. Invest in professional design that communicates your brand's values and appeals to your target consumer.
LABHEMP's in-house design team can create custom label artwork for your products, or work with your existing brand guidelines.
Step 5: Build Your Distribution Strategy
Common distribution channels for CBD brands in Europe:
- Direct-to-consumer (DTC) — Your own e-commerce website with Shopify or WooCommerce
- Online marketplaces — Amazon (where permitted), specialist CBD marketplaces
- Health food stores — Holland & Barrett, Organic stores, independent health retailers
- Pharmacies — Growing channel for premium CBD brands with strong quality credentials
- B2B wholesale — Supplying other retailers, spas, gyms, or wellness practitioners
Step 6: Launch and Scale
Start with a focused product range (2–3 SKUs), validate with your target audience, then expand. Use customer feedback to refine formulations and packaging before scaling production.
LABHEMP's no-MOQ policy allows you to start small and scale as demand grows, without the risk of overstock.
Ready to launch your CBD brand? Build your formula or contact our team for a personalised consultation.