Analyzing Canada’s Cannabis Imports to Germany

Dylanna Fisher
16 min readJul 23, 2022

Written for MKTG 414, International Marketing and Exporting at Athabasca University

Photo by Yash Lucid

Executive Summary

This paper aims to highlight the challenges and successes anticipated when entering the cannabis market within Germany. As a Canadian cannabis company, there is already a vast amount of success in internationally exporting cannabis products. Germany, as an option, brings forth its unique challenges. Although medical marijuana is a legal and thriving market, not all forms of cannabis are allowed within the country. Recreational cannabis is still illegal in Germany. With that illegality comes opportunity. The current German governmental coalition of The Social Democrats, the Greens and the Free Democrats have agreed to work together after narrowly winning a national election (The Associated Press, 2021). These parties have committed to legalizing cannabis for recreational use in Germany. Further in the paper, we discuss the opportunities and challenges of exporting to a country where the good’s stock is conditionally legal.

Introduction To The Global Market of Cannabis

The global cannabis industry has exploded in recent years. Once a conversation of prohibition in many countries, cannabis is the basis for an expanding international sector. Cannabis continues to be the most widely used drug worldwide. UNODC estimates that almost 4 percent (range: 2.8–5.1 percent) of the global population aged 15–64 years used cannabis at least once in 2019, the equivalent of some 200 million people (range: 141 million–256 million). This global market is projected to grow from $28.266 billion in 2021 to $197.74 billion in 2028 at a Compound annual growth rate (CAGR) of 32.04% (Cannabis Market Size, Research | Marijuana Industry Growth 2028, 2021).

These impressive statistics show that this is an industry with high growth potential. This term paper explores the possibility of exporting cannabis to Germany to provide insight into introducing a company into a new industry. In terms of data, much information, research, and statistics are available through published and online sources. Global Journalism, such as The Financial Post, has covered marijuana for decades on either…

Dylanna Fisher

Let me introduce myself. I'm Dylanna fisher, a writer, creator, and visionary. Check out my work on and on