The European market has seen a 48% increase in the number of brands offering creatine gummies, according to new data from active nutrition data and insights provider Nutrition Integrated, as the ingredient’s relevance has expanded beyond sports nutrition, into women’s health, healthy aging, skin health, mind health, and more.
The trend has been even more pronounced on the other side of the Atlantic, with the US and Canada recording 59% and 51% growth in products and brandson that market, respectively (Jan 2025 to 2026).
“Creatine has gone from strength to strength over the past year as consumers have become more aware of its benefits beyond muscle building alone,” Nick Morgan, founder and managing director of Nutrition Integrated, said. “But what consumers want more than anything is convenience and formats that can slot seamlessly into everyday routines. Against that backdrop, it’s no surprise that we’re seeing a surge in the number of creatine gummies entering the market.”
This falls in line with The Vitamin Shoppe’s 2025 Trend Report which revealed searches for creatine gummies increased more than 1,300 percent, making them one of the fastest-rising creatine-related formats.
Morgan noted that while gummies still represent a relatively small share of the creatine products available – 3% in Europe and 7% in the US and Canada – the number of creatine powders grew by just 23% in Europe last year, indicating gummies are driving growth.
Noting the recent creatine gummy underdosing scandal spotlighted by health influencer James Smith, Morgan said this has ultimately had a positive impact on the market.
“We’ve seen brands become far more proactive in demonstrating quality and compliance,” he said. ”Independent verification, third-party testing and increased transparency are now much more visible, with some brands even offering downloadable testing specifications.”
He argued the renewed confidence in quality means that the category hasn’t suffered much long-term damage, hence the large numbers of NPD.
Indicating a potential whitespace for NPD, the firm’s data highlights a notable difference in how ingredients are used across formats—Only 2% of creatine gummies currently use a branded ingredient, compared to 26% of creatine powders.
“This reflects a wider dynamic that we see across gummies more generally. Gummies are positioned as a more fun, accessible format, and that typically comes with less emphasis on branded actives,” Morgan explained. “But in a category like creatine, where awareness around ingredient quality and consistency is growing, it will be interesting to see whether branded ingredient usage increases and becomes a way for brands to signal reassurance and credibility.”
Alongside convenience and quality, Morgan noted said remains a key consideration for consumers, with the price per gram of creatine in gummies nearly three times that of creatine powder.
“So, accessibility doesn’t necessarily mean affordability. Gummies may be easier and more enjoyable to consume, but they come at a higher cost per serve. How consumers weigh up that trade-off will be an important part of how this format develops,” he said.
With the high price point and rising competition, Morgan predicts the next 12 months “will be critical” in understanding which strategies prove most sustainable.
Discussing other potential NPD opportunities, Morgan said the drinks and RTDs space “remains an enigma” due to the stability of creatine in liquid format so solving stability will be a major step forward.
“If brands can overcome that, creatine has clear potential to move into standalone drinks or be integrated into broader functional beverages.”
Beyond formats, he sees opportunity in new target populations and use cases such as women, longevity, cognition and brain health.
New product developments
James Smith, the co-founder of Neutonic has revealed his brand’s new range of stick pack creatine supplements, which he says will finally help consumers take to their creatin e daily and “actually reap the benefits” they’re seeking. Smith presents the product as an easy and enjoyable creatine solution without the dosage uncertainties that come with gummies.
Following Smith’s underdosing expose, UK-based sports nutrition brand VOW Nutrition developed low-moisture creatine chews as an alternative to gummies, formulated with 1,000 mg of bovine collagen, as part of a wider move into on-the-go formats.
US-based Momentous has also developed Creatine Chews. Each lemon-lime flavored chew delivers 1 g of branded Creapure creatine monohydrate which the brand claims can support lean muscle growth, endurance, recovery, brain function and mental clarity.
Israeli gummy supplier TopGum has launched a new collection of active lifestyle gummies, including a 1.5-gram creatine gummy , using the company’s proprietary microencapsulation technology to ensure high dosages.
Industry insights
According to online search data from NIQ and Spate, interest in ‘creatine’ is up 78.6% year-on-year with one of the most significant shifts being who is talking about creatine. More women are discussing creatine for strength, energy, recovery and bone support.
In order to keep pace with growing demand, German specialty chemicals company Alzchem Group AG is investing €120 million into expanding and automating production of its creatine and precursors. The firm said the capacity expansion is necessary as it has become increasingly successful in the sports, food and health sectors, primarily with its versatile Creapure and Creavitalis products.
US-based Pharmavite reported this week that it is 90% bigger than it was in 2019 thanks to gummies, with its recent $250 million investment in a gummy manufacturing facility paying dividends.
Meanwhile, new tech developments have come to the fore to improve customer experience. Specnova’s NovaQSphere tech claims to gradually release creatine for improved bioavailability.
The Vitamin Shoppe collaborated with Specnova to launch BodyTech Elite Creatine Beadlets, formulated with NovaQSpheres multi-layer encapsulation technology. Capsules are filled with tiny red beadlets that contain four layers of creatine wrapped in polymers designed to protect creatine waste during digestion, provide greater creatine muscle saturation and support prolonged muscle feeding and uptake.
Working to solve ceatine’s solubility concern, global nutrition innovation firm TSI Group has developed OptiCreatine, engineered to dissolve completely within 30 to 60 seconds and be compatible with gummies, chewables, tablets and powder blends.
