We Didn’t Expect The UK CBD Industry To Look Like This

When we launched CBD-UK in 2016, we thought our biggest challenge would be explaining what CBD actually was.

For the first year or two, that was true.

The phone rang with the same handful of questions every day.

“Is CBD legal?”

“Is it cannabis?”

“Will it make me feel high?”

Sometimes a customer would apologise before asking, almost expecting the question to sound silly.

Looking back now, those conversations feel like they belonged to a completely different industry.

Today, it’s far more common for somebody to ask whether a product is connected to the FSA’s Novel Foods process, whether laboratory reports are available or why one CBD oil costs more than another. The conversation has shifted from “What is CBD?” to “How do I know I’m buying a quality product?”

Personally, I think that’s one of the biggest signs that the UK CBD market has matured.

If you’re looking for CBD Oil UK, you’re no longer choosing from a handful of specialist retailers. You’re faced with hundreds of websites, thousands of products and more marketing than ever before. Ironically, that makes buying CBD both easier and harder at the same time.

Back Then, There Were Very Few Rules

People often assume the CBD industry has always looked the way it does today.

It hasn’t.

When we first started, there was very little consistency across the market.

Packaging varied enormously.
Information was inconsistent.
Some companies explained their products well. Others barely explained them at all.
There wasn’t the same emphasis on traceability, documentation or regulatory compliance that exists today.
That didn’t automatically mean products were good or bad.
It simply meant the industry was still growing up.
Like any young industry, everyone was learning at the same time.

Then The Industry Started Growing Faster Than Anyone Expected

Demand increased quickly.
New brands appeared almost every week.
Some lasted a few months.
Others built genuine businesses.
Many disappeared so quietly that customers probably never even noticed.
That’s one of the things you only see if you’ve been around long enough.
The average customer remembers the companies still trading today.
They rarely remember the dozens that came and went along the way.

The Novel Foods Process Changed More Than Regulations

People often think the UK’s Novel Foods process was simply another piece of legislation.
From our side of the industry, it felt much bigger than that.
It changed the way businesses operated.
Documentation suddenly mattered far more.
Manufacturing relationships became increasingly important.
Traceability became something customers actually asked about.
Perhaps most importantly, it encouraged the entire industry to become more transparent.
No retailer enjoys extra paperwork.
But looking back, it’s difficult to argue that higher standards were a bad thing.

Customers today have far more information available than they did when we first opened our doors.

Customers Started Asking Better Questions

One of the biggest changes wasn’t regulation.

It was the people buying CBD.

Years ago, someone might ask whether CBD came from the cannabis plant.

Today, they’re much more likely to ask whether a product appears on the FSA Public List, whether it’s independently tested or what type of extract has been used.

Those are completely different conversations.

And they’re better conversations.

Well-informed customers encourage businesses to raise their standards.

The Cheapest Bottle Rarely Tells The Full Story

There’s a temptation to compare CBD oils purely on price.

That’s understandable.
If two bottles both say 1000mg, why wouldn’t you?
The problem is that the label only tells you a fraction of the story.
It doesn’t explain how long the business has been operating.
It doesn’t tell you how the product was developed.

It doesn’t tell you how much work has gone into manufacturing, testing and compliance.

Some of the biggest differences between CBD products are completely invisible until you start looking beyond the bottle itself.

Google Changed. Customers Changed. The Industry Changed.

One thing people rarely think about is how much the internet itself has changed.

When we launched CBD-UK, AI search didn’t exist.
Voice search wasn’t part of everyday life.
Google looked very different.
Today, many people don’t even visit a website first.
They ask an AI assistant.
They expect an instant answer.
That means businesses can no longer rely on simply having products.
They need expertise.
They need original information.
They need to demonstrate experience.

In many ways, that’s taken the industry back to where it started.

People still want answers.

The difference is they’re asking better questions.

Trust Isn’t Built Overnight

This is probably the biggest lesson we’ve learnt.

People often assume trust comes from being established.

It doesn’t.

It comes from turning up every day.
Answering questions honestly.
Improving products when regulations change.
Admitting when the industry changes.
Listening to customers.
We’ve seen trends come and go.
We’ve seen businesses launch with huge advertising budgets before quietly disappearing.
We’ve seen regulations reshape the market.
Through all of that, one thing has remained constant.

Customers remember the companies that helped them understand what they were buying.

Why This Matters If You’re Buying CBD Today

You don’t need to understand every stage of the Novel Foods process.

You don’t need to become an expert in extraction methods.

But it’s worth recognising that the UK CBD industry of today didn’t happen by accident.

It’s the result of years of higher standards, changing regulations and customers expecting more from the companies they buy from.

That’s good news.

It means buying CBD in 2026 is probably safer, clearer and more transparent than it has ever been.

The challenge isn’t finding CBD anymore.

The challenge is deciding which business deserves your trust.

Final Thoughts

Nearly a decade ago, we thought our job was simply to sell CBD oil.

We were wrong.

Our real job has always been helping people understand it.
That means explaining the differences between products.
Keeping up with changing regulations.
Supporting customers when the industry evolves.
And continuing to learn ourselves.

The UK CBD market will almost certainly look different again five years from now.

If there’s one prediction we’d feel confident making, it’s this:

The businesses that continue putting transparency before marketing and education before exaggeration are likely to be the ones customers still recognise in another decade.

FAQs

Why has the UK CBD industry changed so much since 2016?

Growing consumer awareness, evolving regulations, the Novel Foods process and higher customer expectations have all helped shape today’s market.

What is the FSA Public List?

The FSA Public List contains CBD products linked to Novel Foods applications progressing through the regulatory process. Many consumers use it as one of several factors when researching products.

Why do some CBD companies disappear?

Like any growing industry, some businesses adapt to changing regulations while others leave the market for commercial or regulatory reasons.

Why are customers asking different questions today?

People have access to far more information than they did several years ago, making them more confident about asking detailed questions before buying.

Has buying CBD become easier?

In many ways, yes. Customers now have more information, clearer regulations and greater transparency, although the increased number of products means comparisons can sometimes take longer.