Creatine trend takes hold
- Creatine market hits $1.11bn, with 25.2% CAGR
- Consumer interest is booming, with 10m+ monthly searches
- Demand expanding beyond athletes to wellness and cognitive health
- Food and drink brands innovating fast to meet demand
Health and wellness is taking over food and beverage. It’s fuelling functional innovation, powering sectors such as sports nutrition, and changing taste preferences through GLP-1.
As well as driving demand for certain products, the health and wellness trend is also driving demand for certain hero ingredients. One of the most popular being creatine.
What is creatine?
Creatine is a naturally occurring compound found in muscle cells. It plays a crucial role in producing energy during high-intensity exercise.
Foods containing creatine
- Red meat
- Poultry
- Fish
- Some dairy products such as Parmesan cheese
- Some vegetable such as spinach
- Nuts and seeds
- Legumes
The body's liver, pancreas and kidneys can also make approximately one gram of creatine per day.
The global creatine market is now worth and estimated $1.11bn (€970m) and is growing at a staggering CAGR of 25.2%, taking it to $4.21bn by 2030 (Grand View Research).
“There’s been a huge surge in interest, in creatine, over the past year,” says Kyle Crowley, chief product officer at Protein Works.
There’s been a more than a 40% increase in search traffic alone, and close to 10 million monthly searches globally.
“It’s something we’ve definitely felt at Protein Works,” says Crowley.
And it’s not just athletes and gym-goers seeking products containing creatine. Manufacturers are noticing a rise in more everyday health-conscious consumers taking an interest, as well as those looking to support their cognitive health.
Why is creatine so popular?
A big part of the new and growing interest in creatine is awareness.
“For years, creatine was seen as a supplement for bodybuilders or people wanting to bulk up,” says Protein Works’ Crowley. “But that’s changing fast. People are starting to understand that creatine isn’t just about muscle but also about energy. It plays a fundamental role in how our cells produce and use energy, so it naturally impacts everything from your performance and recovery to brain function.”
Research into creatine is also on the rise, leading to the discovery of potential benefits such as improved memory, better problem-solving, and quicker thinking. That, says Crowley, is resonating with a much broader audience.
And, more importantly, there’s growing recognition that creatine is safe to consume, and approved by EFSA.
Creatine in food and beverage
The food and beverage industry has been quick to respond to the growing demand for creatine.
“We’re seeing a shift from just selling raw creatine powder to creating products that are more approachable, more functional, and better suited to everyday life,” says Protein Works’ Crowley.
The various different forms of creatine on the market, including monohydrate and hydrochloride, help towards its versatility, and brands are innovating fast, to launch creatine food and beverage products to market.
Examples include Warrior’s range of creatine energy bars and Fx Chocolate’s creatine chocolate bar.
Alongside this, manufacturers of creatine powders are seeing significant growth, as they expand their product ranges to meet demand.
“Flavoured powders are becoming more popular, especially those that blend well into shakes or can be taken on their own,” says Crowley. “More exciting still is the move toward blends that pair creatine with complementary ingredients.”
Brands are increasingly developing formulas that combine creatine with vitamins and minerals to boost efficacy and provide greater benefits.
The future of creatine in food and beverage
The growth of the creatine market shows the huge potential for food and beverage manufacturers, and consumers.
“I think we’re just getting started,” agrees Protein Works’ Crowley. “Creatine is becoming part of the mainstream wellness conversation, and I believe we’ll soon see it in the same category as supplements like collagen or magnesium, which is something people enjoy daily not just for one specific outcome, but for overall wellbeing.”
Female-specific creatine products and cognitive-focused blends are two areas which have particular growth potential.
“There’s a huge opportunity here to reframe what creatine is and who it’s for,” says Crowley. “It’s always been known for helping with power and strength, but we now know it supports so much more which opens the door to create products that go beyond sports performance.”
