Creatine trends driving new market growth

Creatine has been a cornerstone of sports nutrition for decades, but science is now reshaping how the market understands and uses it.

Recent research has expanded creatine’s relevance into women’s health, healthy aging and functional performance. At the same time, social media and search engines are bringing these insights into mainstream wellness conversations.

According to NIQ and Spate, creatine now reaches 48.8m average monthly popularity across online search and social platforms, with interest up 78.6% year-on-year.¹ Consumers are asking foundational questions such as ‘what does creatine do’, ‘creatine benefits’, ‘is creatine safe’, ‘does creatine cause hair loss’, ‘creatine for beginners’ and ‘creatine loading phase’.¹ NIQ refers to search behavior as a ‘digital truth serum’ because it reveals questions consumers hesitate to ask elsewhere.¹

Commercial momentum reflects this rising curiosity. NBJ analysis shows creatine contributing nearly $100m in incremental retail growth in the US, with unit sales up 58% from the prior year.² Creatine’s second wave is here and reshaping the category.

Social discovery meets new types of creatine users

One of the most significant shifts is who is talking about creatine. High-engagement in online content shows more women discussing creatine for strength, energy, recovery and bone support.¹ This aligns with major growth across midlife health categories. NIQ and Spate report that perimenopause support products have grown 30% in dollar sales and 91% in unit sales year-on-year.¹ Strength, stability and resilience are becoming central themes in women’s wellness.

Scientific research supports this movement. A comprehensive review of creatine across the female lifespan reports improvements in strength, exercise performance and potential support for bone mineral density, particularly when combined with resistance training in post-menopausal women.³ For many women, creatine is evolving into a practical tool for staying strong and active.

Creatine’s appeal is also expanding among aging adults. NIQ and Spate highlight that creatine is increasingly present in broader wellness conversations tied to strength, capability and healthy aging, not just sports-focused channels.¹ This suggests creatine resonates with consumers seeking to maintain mobility and independence.

Clinical evidence supports this uptake. In a randomized crossover trial of adults aged 60 years and older, creatine monohydrate combined with β-hydroxy-β-methylbutyrate (HMB) and structured exercise improved leg and back strength, upper-body endurance, arm flexion strength and core endurance.^⁴ These improvements occurred independent of changes in muscle mass, underscoring functional benefits meaningful to daily life.⁴

Formats that fit real routines

Creatine’s resurgence is being propelled by changing preferences in how consumers want to use supplements. Traditional powders remain foundational, but consumers increasingly look for delivery formats that integrate seamlessly into their routines.

According to The Vitamin Shoppe’s 2025 Trend Report, searches for creatine gummies have increased more than 1,300 percent, making them one of the fastest-rising creatine-related formats.⁵ Interest in liquids, chewables and flavor-forward powders is also growing.⁵ A significant 20% of consumers say they would be more consistent with supplementation if more appealing formats were available.⁵ Since creatine relies on consistent intake, these format shifts directly influence outcomes.

Creatine is also appearing in categories where it rarely existed before. NIQ and Spate show creatine rising within functional beverages (over 44.2% interest) and functional snacks (over 485.5% popularity).¹ This reflects a broader cultural shift toward supplements embedded in everyday foods and beverage routines.

From single active to multi-benefit systems

As creatine reaches more diverse consumer groups, expectations are shifting. Strength, mobility, recovery, energy and cognitive resilience are increasingly viewed as interconnected goals. NIQ and Spate note that creatine is expanding into adjacent wellness categories where ingredients are expected to support broad performance and vitality needs, not just athletic output.¹

The creatine and HMB trial in older adults illustrates this evolution.⁴ By combining creatine with a complementary active, the intervention improved multiple measurements of functional performance. These findings point toward a future in which creatine is more often used within multi-nutrient systems tailored to life-stage and lifestyle goals.

This shift raises the bar for formulators. Creatine must not only be effective as a standalone ingredient but must also perform well in multi-ingredient systems and modern delivery forms.

Designed for the way creatine is used today

TSI Group has developed OptiCreatine to help formulators meet these evolving demands. OptiCreatine uses an advanced creatine processing technology designed to enhance solubility, clarity and overall user experience. It is engineered to dissolve completely within 30 to 60 seconds, forming a clear and stable solution without residue in powder applications. This addresses a common sensory challenge associated with conventional creatine.

OptiCreatine is also designed for modern delivery systems. It supports use in gummies, chewables, tablets and powder blends, enabling brands to align creatine with formats consumers increasingly prefer. The technology is compatible with multi-ingredient systems, including combinations with myHMB, collagen, magnesium and other well-known actives. This flexibility allows formulators to design targeted products for women’s health, healthy aging and active lifestyle consumers.

As creatine continues to expand into new consumer categories and formats, OptiCreatine helps developers create products that are both enjoyable to use and scientifically grounded.

Where creatine goes next

Creatine’s second wave is transforming the category. The consumer base is broader, the science is deeper and applications are expanding into areas such as women’s health, aging and functional performance. Social platforms are accelerating education while new delivery formats create more opportunities for consistent use.

The brands that win in this next phase will treat creatine not as a commodity but as a versatile, evidence-backed ingredient that can be integrated into multi-benefit formulas and convenient formats. With strong science and thoughtful formulation technologies, creatine can continue supporting how people live, move and age.

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