A new generation of energy: Are pouches the next ‘big thing’ in active nutrition?

Danielle Masterson

Interview

Mouth pouches have emerged as one of the fastest growing CPG categories, signaling a major trend in nootropics as consumers seek functional ways to boost performance—sans nicotine.

Performance pouches are gaining popularity among consumers, including at the gym.

"Some pouches are more likely to be considered supplements if they are consistent with ingestion (e.g. swallow) and they avoid sublingual/oromucosal drug-type positioning. Others appear to "borrow" nicotine pouch marketing (e.g., 'niccotine-free'), which can create classification and consumer-perception issues even though it may be labeled as a supplement."

- Asa Waldstein