Key Insights from EVO NXT Milan and the Nicotine Pouch Sector

EVO NXT 2025 in Milan offered a refreshing departure from traditional large-scale expos. The event fostered a collaborative atmosphere, enabling productive discussions and meaningful exchanges among stakeholders from across the nicotine pouch and broader next-generation nicotine product sectors. With a strong emphasis on practical insights and forward-thinking dialogue, the event proved valuable and timely.

The speaker programme featured a diverse mix of panels, technical presentations, and in-depth masterclasses. Our CEO, Chris Allen featured in panel sessions for both the Global Institute for Novel Nicotine, (GINN) and WINGLE and a GINN Masterclass. Full details of the sessions can be seen below:

• GINN Panel: Ensuring Quality and Safety in Novel Nicotine Products. The panel also featured Rachael Schmidt (ALINC Consulting), Waqas Khan (CLEW), Robert Burton (Plxsur) and was moderated by Robert Sidebottom (Arcus Compliance Ltd)
• WINGLE Panel: TPD3: Balancing Consumer Protection, Market Access, and Innovation in Nicotine Regulation. The panel also featured Philip Drögemüller (Alliance for tobacco-free enjoyment/BfTG Germany), Jacob Truan Aguirre (EPPA), Peter Beckett, and moderated by Daria Votinova (WINGLE Group)
• GINN Masterclass: Navigating the Introduction of Nicotine Pouches into the US Market. Chris presented alongside industry colleagues Rachael Schmidt (ALINC Consulting), Dr. Jessica Zdinak (ARAC) and moderated by Dr. Sydney Hiller (Sanova).

The masterclass was well-received, providing clarity around regulatory requirements and outlining actionable steps for brands aiming to enter the US market. It was also encouraging to witness the continued efforts by organisations such as GINN to promote higher standards and best practices across the category.

There was clear momentum around innovation, from the evolution of product formats to shifts in business models and scientific approaches. The energy and ambition on display from both established players and emerging brands highlighted the industry’s direction of travel and the increasing strategic importance of nicotine pouches.

Major Industry Representation

The presence of multinational tobacco companies, including Altria, BAT, Imperial, and JTI, reaffirmed the strategic significance of nicotine pouches within broader reduced-risk product portfolios. In parallel, there was substantial representation from vapour, heated tobacco, CBD, and nicotine pouch brands. Of particular note was the strong visibility of pouch products, reflecting continued growth in this category and a shift in focus from disposable devices to refillable systems and oral formats.

Common Industry Challenges

Throughout the event, several recurring challenges emerged particularly among OEMs, white-label manufacturers, and newer market entrants:

• Navigating global regulatory frameworks remains a key challenge for the industry, with a strong focus on market access and compliance.
• In the US, potential shifts in regulatory priorities under a new administration are creating uncertainty.
• In the UAE, companies are still adjusting to newly implemented regulations as they look to capitalise on this emerging market.
• In the UK, the Tobacco and Vapes Bill could bring significant changes, and businesses are watching closely for details.
• There is an increased demand for toxicological risk assessments tailored specifically to pouch products.
• Testing costs remain a burden for smaller entities, with costs for basic nicotine analysis increasing rapidly.
• Stability studies are increasingly being requested by brand partners. While many OEMs are focused on accelerated studies, there is a growing interest in offering ambient and aged product data to strengthen quality assurance.
• The need to generate robust datasets around pouch formulations presents an opportunity for OEMs to better position their offerings as premium and reliable.

Conclusion

EVO NXT 2025 in Milan provided a timely and valuable forum for stakeholders across the reduced-risk nicotine industry, particularly around nicotine pouches. The event reinforced the category’s growth potential while also highlighting key areas requiring scientific, regulatory, and strategic support. As the sector matures, the demand for credible, cost-effective, and evidence-based services will only increase.

The nicotine pouch space is evolving rapidly, and with that comes both opportunity and responsibility. As a community, the emphasis must remain on quality, compliance, and collaboration in order to drive sustainable growth and long-term success.

To find out more about Broughton’s nicotine pouch testing services, download our guide here.