The global legalized cannabis market demonstrates growing 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 allowed. In places like Ohio, marijuana sales have already surpassed the US$ 3 billion mark.

While the debate on legalization progresses at different rates around the world, in Brazil — where adult use is still illegal — the tobacco and consumption accessories market, such as growshops and headshops, present significant numbers.

According to the Market Yearbook: Growshops, Headshops, and Brands 2024, produced by the consultancy Kaya Mind, the hand-rolled tobacco market in Brazil reached R$ 567.7 million in 2024. The market for rolling papers, used for both tobacco and cannabis, reached the R$ 300 million mark in the same year. Combined, these two segments move a total of R$ 869.5 million.

Regarding products, the variety of 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 smoking products consumers, the majority are between the age groups of 25 to 34 years and 35 to 44 years. On average, these smokers allocate about 8% of their monthly income to the purchase of these products.

Partnership highlights sector growth

It is in this consolidated tobacco market scenario that the brand Bem Bolado and the band Planet Hemp announce a special collaboration. The partnership celebrates the group's 30-year trajectory, marked by activism and defense of freedom of expression, and coincides with their final tour, “A Última Ponta” (The Last Tip).

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 mouthpiece, ziplock, stickers, and holographic finish rolling papers — all aligned with the tour's aesthetics.

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 Planet Hemp's history 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 already suffered so much reprisal for saying what many did not want to hear, reaching this point and launching products alongside one of the largest brands in the segment is a source of pride,” declares Marcelo D2.

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. Kaya Mind projections indicate that, even in illegality, the plant 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.