The modern nicotine market has undergone a profound transformation, driven by evolving consumer preferences and the demand for less harmful alternatives to traditional tobacco products. As the founder and former President of Dryft Sciences, and now as a consultant with Chemular, I’ve had a front-row seat to this evolution. At Dryft, we pioneered one of the first nicotine pouch brands in the U.S., leveraging innovative flavors, cutting-edge manufacturing, and strategic regulatory compliance to build a product that resonated with consumers seeking a discreet, smoke-free experience. Today, the nicotine pouch market is valued at over $1.7 billion annually, with intense competition and rapid innovation shaping its future. Navigating this fast-growing sector requires not only superior product development but also a robust understanding of regulatory complexities—a challenge I’ve embraced throughout my career, helping brands succeed in this dynamic and transformative landscape.