Creatine, once associated with gym bros and bodybuilders, has undergone a significant transformation in recent years. Thanks to a marketing makeover, women and older adults are now embracing the creatine craze, and more brands are jumping on board to cater to this expanding market.
Simon Huck, co-founder of Lemme, a supplement brand co-founded by Kourtney Kardashian Barker, highlights the shifting perception of creatine. He explains, “Many people used to think of creatine as something that only bulks you up. However, today, creatine is recognized as one of the most-researched nutrients for supporting strength, lean muscle tone, recovery, and even brain health.” Lemme recently introduced creatine gummies containing five grams of creatine monohydrate per serving, aimed at helping with body toning, strength, recovery, and cognitive health. Huck points out that women naturally have lower creatine stores than men, and supplementation can be particularly beneficial for overall energy, performance, and hormone support.
According to health and nutrition retailer GNC, creatine sales have surged by 200% this year compared to last year. Luxury London gym Third Space and fitness studio Barry’s have also incorporated creatine into their offerings. Celebrities like singer-songwriter Ciara and Kris Jenner have endorsed creatine campaigns for brands like Thorne and Lemme, respectively. The creatine market is projected to reach $4.2 billion by 2030, with an annual growth rate of 25%, outpacing the wider supplement market.
Experts attribute creatine’s growing popularity to the increased use of GLP-1 drugs to support muscle mass during weight loss. The supplement’s newfound appeal is also credited to a new wave of social media influencers and podcasters who have helped rebrand creatine as a versatile nutrient with benefits for a broader audience.
Rachel Kreider, VP of product innovation at GNC, notes the impact of health influencers in reshaping creatine’s image and expanding its consumer base. Curated Beauty, a wellness brand targeting midlife women, introduced creatine in response to the muscle loss that often accompanies menopause. Co-founder Ros Simmons emphasizes the importance of maintaining muscle mass as women age, highlighting the relevance of creatine for this demographic.
As creatine continues to gain traction among diverse demographics, it is clear that the supplement has evolved beyond its traditional associations. With a newfound focus on strength, recovery, and overall health benefits, creatine is poised to remain a prominent player in the rapidly growing supplement market.
