Tobacco market generates R$ 870 million in Brazil; partnership between Bem Bolado and Planet Hemp reinforces the segment's potential
While cannabis remains illegal, the accessories sector is growing and revealing economic strength in the country
The global legal cannabis market demonstrates increasing economic vigor. In the United States, legalization has proven to be an important source of tax revenue, generating nearly US$ 25 billion in revenue in states where adult use is permitted. In places like Ohio, marijuana sales have already surpassed US$ 3 billion.
While the debate on legalization progresses at different paces around the world, in Brazil — where adult use is still illegal — the tobacco and consumption accessories market, such as growshops and headshops, shows impressive numbers.
According to the Market Yearbook: Growshops, Headshops, and Brands 2024, produced by the consultancy Kaya Mind, the hand-rolling tobacco market in Brazil reached R$ 567.7 million in 2024. The market for rolling papers, used for both tobacco and cannabis, reached around R$ 300 million in the same year. Combined, these two segments generate a total of R$ 869.5 million.
Regarding products, the variety in the ecosystem is remarkable. In the survey, the company mapped 999 products from 205 brands in headshops (focused on cannabis culture) and 812 products from 104 brands in growshops (focused on cultivation).
As for the profile of consumers of smoking products, most are between the ages of 25 to 34 and 35 to 44. On average, these smokers allocate about 8% of their monthly income to purchasing these products.
Partnership highlights sector growth
In this established tobacco market scenario, the brand Bem Bolado and the band Planet Hemp announce a special collaboration. The partnership celebrates the group's 30-year journey, marked by activism and the defense of freedom of expression, coinciding with their final tour, “A Última Ponta.”
The collab resulted in a limited edition kit (2,000 units), sold for R$ 199 exclusively on the brand's e-commerce. The set includes a portable case, grinder, tubeck, extra-large filter, ziplock, stickers, and rolling papers with holographic finish — all aligned with the tour's aesthetic.
According to Fabricio Penafiel, partner and marketing director of Bem Bolado, the launch symbolizes the union of ideals between the brand and the band. “We wanted to create something that symbolizes not only the history of Planet Hemp but also the message of freedom and awareness that has always been part of Bem Bolado,” says Penafiel.
The band members also reflected on the milestone. “For those who have suffered so much backlash for speaking what many did not want to hear, getting here and launching products alongside one of the biggest brands in the segment is a source of pride,” declares Marcelo D2.
The economic potential of cannabis in Brazil is billion-dollar
If the tobacco market already moves hundreds of millions, the economic potential of cannabis, if regulated, is exponentially greater. Projections from Kaya Mind indicate that, even in illegality, the plant's market in Brazil could generate between R$ 4 billion and R$ 11 billion per year.
The estimate is based on an annual consumption of 1,378 tons of the substance by approximately 2.8 million regular adult users. In volume, the study calculates the consumption of 2.4 billion marijuana cigarettes per year — equivalent to 4,600 per minute.