Creatine continues to grow in popularity as a food and beverage ingredient, as consumers continue to trade up products that offer functional benefits.
Innova Market Insights reports that research into the ingredient reveals that it offers more than just muscle recovery. Creatine is also known to increase energy, brain function and cellular health.
NielsenIQ and Spate reported in November 2025 that creatine searches on the internet had surged 78.6% year over year, and the ingredient was among the top 10 fastest-growing ingredients used in snacks.
“In the US, social media conversations surrounding the creatine market are demonstrating increased awareness of the ingredient’s benefits beyond muscle growth,” Innova Market Insights noted. “Young Millennials lead in the percentage of mentions of creatine on online platforms, and these often point to interest in creatine’s role in supporting wellness, energy and cognitive performance. Due to its long-standing association with fitness culture, male consumers are driving these conversations.”
The popularity of creatine in food and beverage is also apparent by the nearly constant stream of new products hitting the market.
Bars now at Target
Jimmybar! Functional Protein is among the latest to announce a new milestone in the creatine business, with the Oct. 4 launch of its Creatine + Protein Bar in Target stores nationwide.
The protein bars include 20 grams of protein and 5 grams of creatine monohydrate, the company said.
The rollout includes four varieties: Chocolate Peanut Butter, Double Fudge Brownie, Strawberry (plus collagen) and Blueberry Lemon (plus collagen).
“Creatine has been stuck in a giant tub of powder for long enough,” said Jim Simon, CEO and co-founder of Jimmybar! Functional Protein. “And frankly, it can stay there. We knew there had to be a better way to consume one of the most researched supplements in the world, so we made one.”
The company also recently released its Creatine + Protein Trail Mix at the 2026 Mr. Olympia.
A new daily habit
Another lifestyle and wellness brand, Kreatures of Habit, launched a Daily Bar at Sprouts Farmers Market in July.
The company promoted the launch with a cross-country road tour, hosting 5K runs with run clubs in Arizona, California, Colorado, Florida, Nevada and Utah.
Kreatures of Habit noted in a press release that the Daily Bars, which come in two varieties, Cookie Dough Dazzler and Chocolate Peanut Butter Banger, are free of seed oils and sugar alcohol.
They include 20 grams of plant-based protein, 9 to 10 grams of fiber and 3 grams of creatine monohydrate.
“Healthy habits aren’t built overnight. They’re created through the small decisions we make every day,” said Michael Chernow, founder of Kreatures of Habit. “Launching at Sprouts is a huge milestone for our brand, and we’re excited to celebrate it by getting out into communities, meeting people where they are and sharing products that make it easier to fuel an active lifestyle.”
Wild Gainz gummies with creatine
Just in time for Halloween, Wild Gainz released its Wild Peach Creatine Gummies, a sugar-free candy that doubles as a daily creatine supplement. While sold and marketed as a candy, the product is regulated as a supplement.
“For many, Halloween memories begin with the same ritual: coming home with a bag full of candy, tipping it onto the floor and searching for a favorite,” the company said. “For [Wild Gainz founder Josh Khoury], fuzzy peach candy was one of the treats worth searching for. That memory became the inspiration for the brand’s next flavor.”
The gummies offer 5 grams of creatine monohydrate, Wild Gainz noted.
“Fuzzy peach candy was one of my favorite Halloween treats growing up,” Khoury said. “I wanted to bring back that little spark of excitement when you found your favorite in the bag. Getting older doesn’t mean losing the kid in us. There should still be things in our day that we look forward to.”
The gummy format has faced increased scrutiny by federal regulators, including the FDA’s recent release of a study in The Journal of Dietary Supplements that explores a variety of challenges faced by the format.
Making creatine a Ritual
Ritual, a women’s health brand, released its Creatine Greens drink mix dietary supplement in early October, noting the inclusion of “science-backed creatine to support muscle tone and strength, spirulina and chlorella to support healthy fat metabolism and a full serving of leafy greens.”
The product targets aging women, who Ritual says often are left to choose between “wellness powders that overpromise and performance products built for an intense, one-dimensional gym culture.”
The mango-flavored mix is sugar-free, sweetened with monk fruit and includes no artificial colors, sweeteners or flavors, the company said.
“We wanted to change who creatine is for. It’s spent decades boxed into gym culture, but the women we serve need muscle and metabolic support for everyday life, too,” said Katerina Schneider, founder and CEO of Ritual.
