German cannabis exec reflects on 1-year anniversary of recreational policy reform

A year ago, Germany legalized recreational cannabis, home grows and the formation of nonprofit marijuana clubs, where members can access adult-use products.

While consumers and industry advocates around the world celebrated the new law, which also removed cannabis from the country’s narcotics list, Germany’s booming medical market has been the early benefactor of reform.

The benefits to the medical cannabis market were somewhat expected, according to several market insiders and German executives who spoke with MJBizDaily in the weeks and months leading up to the landmark legislation.

However, the market’s explosive growth in medical cannabis patients, product selection and demand has far exceeded expectations.

“The partial legalization in April 2024 marked a pivotal shift for cannabis in Germany,” Albert Schwarzmeier, managing partner of Enua Pharma GmbH, told MJBizDaily, referencing the April 1 enactment of the law approved Feb. 23 by Germany’s chief legislative body.

In some ways, it also ushered in a new era for the Cologne-based cannabis product supplier as well.

Enua, which sold more than 1.5 tons of medical cannabis in Germany in March alone, is riding the green wave and expects to double revenue this year, Schwarzmeier said.

The company is also planning to:

• Add two brands under its portfolio.
• Continue expanding its pharmacy network.
• Provide more patient access via telemedicine.

“Our strategic focus on tailored product development and digitalized pharmacy support has proven spot on, positioning us as a market leader in both quality and scale,” Schwarzmeier told MJBizDaily via email in a wide-ranging interview about Germany’s evolving medical and adult-use markets, business opportunities and market expectations.

How has the policy rollout been in the past year? Any surprises or unforeseen challenges?

Initially framed as a move towards decriminalization and personal use, (the law) unexpectedly triggered a huge surge in demand for medical cannabis.

Patients increasingly turned to legal, pharmacy-distributed products, as medical cannabis prices in pharmacies are 30% lower than on the black market while offering the same or even a better quality.

This dynamic pushed the medical cannabis market past a 0.5 billion euros (roughly $539.8 million) in 2024, with further growth to 0.8 billion euros projected for 2025.

For (Enua), the main challenge was managing this rising demand while educating patients and doctors how to navigate around the new regulated medical access.

How have market opportunities expanded in Germany for Enua since adult-use legalization?

Enua has capitalized on market momentum with exceptional, profitable growth in 2024, more than tripling revenue to reach a 50 million euro annual run rate.

We now hold over 10% market share, solidifying our position among Germany’s top three independent medical cannabis companies.

Our pharmacy network has expanded to over 1,050 partners nationwide, and we significantly broadened our product portfolio from 7 to 31 cannabis varieties.

This strong market presence also unlocked international opportunities, including eight cultivation partnerships in Canada.

In March 2025 alone, we sold over 1.5 tons of medical cannabis to our patients, generating more than 6 million euros in revenue.

Partial legalization has bolstered awareness, firmly positioning (Enua) as a trusted, data-driven medical brand focused on patient needs.

Has product supply been a challenge in the early going, given the small number of domestic cannabis producers?

Supply challenges have historically shaped the market, but (Enua) was prepared.

While imports still dominate the landscape, we’ve established a robust sourcing network with long-term partnerships, primarily in Canada, complemented by new partners from Portugal.

This strategic setup enabled us to seamlessly meet the surge in patient demand following legalization.

We’re confident moving into 2025, but realistically, domestic cultivation will remain a minor factor in the supply chain for the foreseeable future.

Our focus remains on maintaining consistent quality and reliable availability through our international network.

Do you think Germany’s medical marijuana model and adult-use pilot programs will serve as a template for other European nations?

Absolutely. Germany is set to become the role model for medical cannabis in Europe.

Other EU countries are watching closely – not just to see how pilot regions and social clubs unfold, but specifically how the medical model continues to deliver safe, high-quality treatment through pharmacies and health insurance.

The core strength of the German model lies in its balanced approach: Patients can access cannabis via prescription, either paying out of pocket or, in many cases, covered by insurance.

This blend of accessibility and quality assurance is critical to building equity and public trust.

As Germany leads the way, we expect other European nations to follow its path.

How has the market evolved in the past 12 months?

Germany’s cannabis market has rapidly professionalized and matured.

Patient numbers grew by factor of three, physician engagement intensified, and pharmacy networks expanded significantly – clear evidence of rising demand for medical-grade cannabis.

In 2024 alone, 70 tons of medical cannabis were imported, according to the German Federal Institute for Drugs and Medical Devices (BfArM).

We expect the German market to exceed 120 tons of medical cannabis sold in 2025.

From both an economic and a patient perspective, it was a breakthrough year: The industry has become a vital contributor to the national health care sector.

For (Enua), this evolution translated into record growth in sales volume and rapid product portfolio expansion.

As an operator, are you concerned the newly elected conservative party will reverse policy?

We’re monitoring the situation closely but remain confident.

Medical cannabis has established itself as an integral part of Germany’s health care system, with strong support from patients, medical professionals, and insurers alike.

While the adult-use policy in the recreational market may face adjustments under conservative leadership, we’re convinced that the medical framework is here to stay.

What’s your expectation for the German cannabis market over the next year?

Patient numbers will keep rising, driven by increasing acceptance from health care professionals and insurers, as well as a continued shift from the black market to the legal medical market.

For (Enua), this translates into a strong growth trajectory.

We’re investing heavily in our fast medical cannabis platform, which is designed to be highly flexible and responsive to shifts in patient demand.

This interview has been edited for length and clarity.

Chris Casacchia can be reached at chris.casacchia@mjbizdaily.com.