Latin America is expected to be the second-fastest growing region for cannabis over the next five years. Although the current regional market is undeveloped, companies need to ensure communication strategies, product development and commercial efforts are aligned with consumer values and priorities, which will impact how cannabis categories develop in the future.

In this episode, Shane MacGuill, global lead of nicotine and cannabis, joins Erwin Henriquez and Rodrigo Mattos, two of our cannabis experts based in Latin America, to discuss the current landscape, emerging trends and opportunities for cannabis in the region.

Dive deeper into the Latin American cannabis market and further explore the insights from this episode in our “Cannabis in Latin America” report.

How will the US-Israel-Iran war shape business dynamics beyond the initial shocks? Visit our insights hub at euromonitor.com for free data-driven tools and resources to help you assess risks and plan for longer-term impact.