Mary Jane 2026: A Market Comes of Age

Mary Jane as a mirror of a changing industry

Mary Jane has always been more than a conventional trade fair. It shows how widely cannabis is now being discussed across society, business and regulation. Between the conference programme, product innovations, community spaces, festival elements and business meetings, it becomes clear just how varied expectations of the market have become.

That is precisely where the real value of Mary Jane lies in 2026. After years of political momentum, partial legalisation and strong growth in the medical market, visibility alone is no longer enough. The central question now is: how professional, resilient and responsible has the cannabis market become?

From momentum to a test of maturity

The past few years have shown how dynamically the cannabis market can develop when regulatory frameworks allow movement. At the same time, greater visibility also raises expectations. Quality, product safety, reliable supply chains, clear standards and responsible communication are no longer side issues. They are prerequisites for trust.

At a trade fair such as Mary Jane, it becomes particularly clear that cannabis can no longer be viewed from just one perspective. For some, the focus is on consumer culture, homegrow and social normalisation. For others, the key issues are medical care, pharmaceutical quality, pharmacy practice, reimbursement and regulation. The challenge is not to blur these areas, but to distinguish them clearly.

B2B, medical cannabis and supply: the professional segment is gaining importance

The fact that Mary Jane once again opened with a dedicated trade visitor day shows its ambition to treat cannabis as a serious economic and healthcare topic. This is particularly relevant for the medical segment. Here, the discussion is not about lifestyle or trends, but about patient care, product quality, pharmaceutical standards and security of supply.

Germany is now one of the most important medical cannabis markets in Europe. With that role come growing demands on all market participants. Supply chains must be stable, quality processes must be transparent, regulatory requirements must be clear, and cooperation with doctors, pharmacies and wholesalers must be professionally organised. Mary Jane provides an important forum for this exchange because it brings together different perspectives: manufacturers, importers, distributors, pharmacies, service providers, policymakers and patients. For the medical market, one point remains essential: growth must not be confused with arbitrariness. Trust is built where quality, standards and responsibility come together.

Adult-use cannabis after partial legalisation: normalisation needs monitoring

The situation around adult-use cannabis has also changed noticeably since partial legalisation came into force. After the initial political and public debate, many things have begun to settle. Adult consumers now operate within a clearer legal framework, homegrow has become part of the new reality, and cannabis social clubs are gradually developing as another component of a regulated approach to cannabis.

This means that key objectives of partial legalisation are becoming visible in everyday life: adult consumers are being decriminalised, cannabis is being discussed more openly and objectively, and the focus is shifting more strongly towards health protection, prevention, education and controlled structures. At the same time, this process is not complete. Especially when it comes to youth protection, prevention and reducing the illicit market, developments must continue to be closely monitored and adjusted where necessary.

Mary Jane makes this new phase tangible. It shows that cannabis has entered mainstream society, but also that normalisation does not replace regulation. A responsible market needs clear rules, reputable providers, transparent information and continuous political oversight.

Between festival and professional dialogue

Mary Jane’s distinctive mix remains both its strength and its challenge. On one side, there is the festival, community, culture and consumption. On the other, there is professional dialogue, business, medicine, regulation and healthcare. It is precisely this balancing act that makes the trade fair relevant: it reflects the full breadth of the cannabis debate.

For the industry, this is an opportunity. Where different groups engage with one another, barriers can be reduced and misunderstandings addressed. At the same time, the fair also highlights how important clear distinctions remain. Medical cannabis, adult-use cannabis and industrial products each follow different logics and must be assessed accordingly.

Anything else?

Do you have specific questions or suggestions for the Cannabis Briefing? Then send us an email to briefing@www.cansativa.de. If you are interested in revolutionising the cannabis industry with us, then stay tuned and follow our briefings!

We wish you a good read!

Best wishes from both of us,