Creatine, long associated with athletes and bodybuilders, is now entering the mainstream, embraced by Gen Z and millennials for benefits extending far beyond the gym. It's appearing in convenient forms like gummies, taken by people heading to board meetings, not just workouts.
Consumers like Catarina Caruso, who discovered creatine on TikTok, report enhanced muscle growth, mental clarity, and help with anxiety management. This shift reflects a broader change where creatine is discussed in the context of overall health, longevity, and cognitive function, not just athletic performance.
The market is exploding in response. The global creatine supplements market is projected to grow from about $1.3 billion to $8.6 billion by 2033. Sales at retailers like The Vitamin Shoppe spiked 300% between 2019 and 2024, driven by new consumer bases including women and older adults. Gummies are the fastest-growing format due to their convenience.
Scientific backing supports this growth. The International Society of Sports Nutrition calls creatine monohydrate the most effective supplement for increasing high-intensity exercise capacity and lean mass. Research is also expanding into brain health, with studies suggesting potential benefits for cognitive performance during sleep deprivation and as an adjunct to mood support.
Despite persistent myths, research shows no adverse effects on kidney function in healthy individuals at recommended doses. Experts emphasize that creatine is a well-evidenced supplement but is not a substitute for consistent training, proper nutrition, or sleep. Its future lies as a versatile tool for daily health, fundamentally changing the conversation around who uses it and why.