Brazilian cannabis market expected to generate R$ 1 billion in 2025, with experts highlighting focus and new growth verticals
Deusa Cast #43 discusses the paths of cannabis: human, pets, and construction industry.
Published on 08/27/2025
Image: AI
Episode #43 of Deusa Cast aired this Tuesday at 8 p.m., discussing the future of the cannabis market in Brazil. Guests Marcelo Grecco, a cannabis business consultant and co-founder of The Green Hub, and Fernanda Zago, founder and CEO of WePayments, shared insights. During the conversation, the Green Rush movement was highlighted as a point of reflection in the current Brazilian market, emphasizing the importance of focusing on the sector.
Cannabis was removed from the Brazilian market 80 years ago and regained space with the regulation of medicinal use about 10 years ago. According to Grecco, it is natural that, in this early stage, different segments have been grouped together, but the next step is specialization.
"We are entering a phase where focus will be necessary. The forecast is a revenue of R$ 1 billion in 2025 in the medicinal sector, but there are other important areas, such as the textile industry, adult use, food, and cosmetics. Each segment needs to create its own demand and production chain," he stated.
Grecco also highlighted how perceptions about cannabis have changed in recent years.
"At the beginning of this market, I needed to have the courage to announce on my social network that I worked with cannabis. Today, this is already seen as a profession."
Fernanda Zago bets on three verticals with the greatest growth potential for the sector in Brazil: medicinal use in humans, the veterinary market, and hempcrete in the construction industry.
"My bet is that the veterinary market will be the largest after the human market. There are already suppliers, growers, and raw material producers. When we talk about other sectors, the highlight will depend on how the cultivation regulations will be implemented. If they allow working with CBD waste, new business ideas will emerge."
Experts agree on one point: the Brazilian cannabis market is consolidating but needs focus and a unique language to grow sustainably and reach new economic fronts.
