The Rise of Functional Everything: How Pouches, Drinks, and Sprays Are Replacing Pills
ISSUED ON BEHALF OF DOSEOLOGY SCIENCES INC.
VANCOUVER – USA News Group News Commentary – What we consume and how we consume it continues to change, as the latest consumer products trends have been evolving over the last year. Dubbed as “functional”, new products such as drinks, pouches, sprays, and supplements are coming packed with more than just quenching thirst and satisfying hunger—including new capabilities such as enhanced focus, weight-loss, and stimulation. According to Straits Research the Functional Confectionary Market is growing at nearly 8% CAGR, on its way to hitting a US$136.78 billion market by 2033. Growing even faster, ResearchAndMarkets is projecting that the US Nootropics Market is set to hit US$4.68 billion by 2030, growing at a 9% CAGR. Nootropics are compounds that have been gaining traction for their ability to support mood, reduce stress, and enhance cognition. As the market shifts towards these newly-enhanced product choices, there have been several companies upgrading the shelves with new innovations, such as from Doseology Sciences Inc. (CSE: MOOD | PINK: DOSEF | FSE: VU70), Philip Morris International (NYSE: PM), Monster Beverage Corp. (NASDAQ: MNST), Tilray Brands, Inc. (NASDAQ: TLRY) (TSX:TLRY), and Quantum BioPharma Ltd. (NASDAQ: QNTM) (CSE: QNTM).
Perhaps one of the fastest growing segments, according to Research And Markets, is the global nicotine pouch market, which is forecast to grow at a 32.56% CAGR, reaching US$49.54 billion by 2033. Meanwhile, The Business Research Company projects the global energy drinks market will hit US$97.27 billion by 2029, driven by evolving demand for fast, functional, stimulant-based solutions.
Doseology Sciences Inc. (CSE: MOOD | PINK: DOSEF | FSE: VU70) recently strengthened its leadership team as it accelerates commercialization in the fast-growing oral stimulant category. Earlier in July, the company announced the appointment of Patrick W. Sills as Strategic Go-to-Market Advisor. Sills brings over 15 years of experience in nicotine pouches and functional CPG, including leadership roles at Philip Morris International and Fontem Ventures, as well as managing the joint venture between Philip Morris and Swedish Match. His mandate is to guide Doseology’s product positioning, distribution, and regulatory strategy across North America and beyond.
“Our strategy is clear: to lead innovation in the oral stimulant category with a sharp focus on speed to market and operational excellence,” said Chris Jackson, CEO of Doseology. “Patrick’s experience with some of the most recognized pouch brands globally will be instrumental in helping us execute this vision and unlock long-term value for both consumers and shareholders.”
Prior to Sillis’ addition, Doseology also named Tim Corkum as President and COO. Corkum previously served as President of JUUL Labs Canada and as Chief Revenue Officer at TAAT Global Alternatives. He also held senior roles at Philip Morris International, where he led sales and reduced-risk product strategies.
“I’m excited to join Doseology at such a pivotal stage,” said Corkum. “The company is committed to innovation, disciplined execution, and staying closely aligned with evolving consumer demand. We’re focused on building a scalable business with long-term value potential.”
Together, these appointments reflect Doseology’s strategic focus on the better-for-you stimulant pouch market—a category that combines nicotine alternatives, clean energy, and functional ingredients in a discreet, fast-acting format. According to NielsenIQ data cited by the company, the smokeless tobacco category grew 13.4% year-over-year as of June 2025, driven by rising demand for pouches and reduced-risk alternatives. Doseology aims to capitalize on this momentum with non-nicotine products that deliver cognitive and mood support without the side effects of traditional vices.
The company’s U.S. subsidiary, Doseology USA Inc., is at the center of this shift. Established earlier this year, it is developing a new line of pouch-based offerings that blend caffeine, nootropics, and adaptogens. These products are designed for professionals, students, and wellness consumers who want clean, functional stimulation—without pills, sugar, or smoke. Doseology’s approach caters to evolving preferences for instant, portable performance enhancers, aligning with macro trends in both nootropics and nicotine-free energy formats.
To fund this transition, the company recently closed a CA$750,000 non-brokered private placement. The raise provides working capital to accelerate commercialization, expand retail channels, and refine its IP around oral delivery technologies. With a national footprint already established in the functional mushroom space, Doseology is leveraging its platform to expand across retail, DTC, and health-oriented networks.
Led by CEO Chris Jackson and supported by a newly fortified executive team, Doseology is positioning itself at the intersection of biotech innovation and consumer wellness. The company’s product development pipeline includes formulations adaptable for athletic, clinical, and mainstream consumer markets—suggesting further room for vertical expansion as demand scales.
Jeffries recently initiated coverage on Philip Morris International (NYSE: PM) with a Buy rating, and a $220 price target, as the tobacco giant is also tapping into the growing market for functional oral stimulants with its Zyn nicotine pouches, which saw 53.8% year-over-year shipment growth in Q1 2025. Executives say nicotine’s cognitive effects are misunderstood and may play a role in future wellness applications.
"There's actually some cognitive benefits in nicotine — and while addictive and not risk free, it's certainly by no means among the most harmful addictions that Americans face," said Stacey Kennedy, CEO of PMI's U.S. division. "Tell me how it can be a gateway to smoking when cigarette smoking volumes continue to decline in the United States."
As of the last reported quarter, PMI is generating 42% of total revenue from smoke-free offerings, up from 25% just a year prior. PMI is investing over $600 million in U.S.-based Zyn production, signaling confidence in long-term consumer demand.
In 2025, Monster Beverage Corp. (NASDAQ: MNST) has continued to expand its presence in functional beverages, reporting Q1 2025 net sales of $1.93 billion and growth in both U.S. and international markets. The launch of Reign Storm in Australia marks the global extension of its nootropic-infused line, while zero-sugar Monster Reserve and Java Monster Nitro Cold Brew strengthen its appeal to health-conscious and premium consumers. Innovation remains a central focus, with new category entries across energy, coffee, and performance.
"We continued to grow the Monster Energy® brand in many international markets in the first quarter and launched a number of new products and line extensions," said Rodney Sacks, Chairman and Co-Chief Executive Officer of Monster Beverage Corporation. "We are excited about the prospects for our brands globally and believe that we are well positioned to capitalize on growth opportunities in the global energy drink category."
Tilray Brands, Inc. (NASDAQ: TLRY) (TSX:TLRY) is expanding its consumer wellness portfolio with a growing emphasis on functional, adult-use products across Canada and the U.S. In its fiscal 2025 results, the company reported US$137 million in cannabis net revenue, with performance boosted by innovation in ready-to-drink beverages, edibles, and lifestyle formats.
Our progress is rooted in a deep understanding of evolving consumer needs, shaping offerings that not only reflect, but anticipate how people choose to eat, drink, relax, and address their wellbeing,” said Irwin D. Simon, Chairman and CEO of Tilray. “Our global infrastructure and international distribution network position us to lead as the global cannabis market expands. Our commitment to innovation across our portfolio of brands, including our AI initiatives, differentiates Tilray from the broader competitive landscape.”
Quantum BioPharma Ltd. (NASDAQ: QNTM) (CSE: QNTM) is advancing its consumer wellness strategy through its investment in Unbuzzd Wellness Inc., a functional beverage company targeting alcohol recovery and mental clarity.
"We are dedicated to offering scientifically backed unbuzzd to alcohol consumers who want to enjoy themselves, stay in control, and feel great the next day,” said John Duffy, CEO of Unbuzzd Wellness. “Our collaboration with MZ Digital and utilizing the Dealmaker platform will help us raise the necessary capital to support our direct-to-consumer, distributor, and retail expansion plans, allowing us to reach more consumers more often."
Unbuzzd recently launched a US$5 million Regulation D capital raise to support its retail and DTC expansion, centered around its proprietary drink that accelerates alcohol metabolism and reduces hangover symptoms.
Quantum retains a 20.11% equity stake in Unbuzzd and earns royalties on sales, while continuing to develop pharmaceutical formulations through its Lucid-MS drug platform.
Article Source: https://usanewsgroup.com/2021/11/15/the-multi-billion-dollar-mental-health-idea-thats-finally-in-bloom/
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