The Mayo Clinic describes creatine as a compound derived from three amino acids that naturally occur in muscles and the brain. According to Grand View Research, the global creatine supplements market was valued at $1.1 billion in 2024 and is projected to reach $4.2 billion by 2030, with a CAGR of 25.2%. Creatine is a widely used ingredient for muscle health in sports nutrition and is especially popular among athletes. It’s appearing in 11% of total sports nutrition launches in the U.S., according to Innova Insights. Furthermore, it is the third most popular ingredient in sports supplements behind vitamin B and magnesium.
As GLP-1 medications gain popularity for weight loss, users are experiencing muscle loss as a side effect. Consequently, consumers are now seeking additional protein, fiber, and creatine supplements. Creatine is going mainstream for its benefits, promoting muscle growth, healthy aging, and cognitive function. “Menopausal women, everyday fitness enthusiasts, and anyone who needs more mental energy have become creatine enthusiasts,” states Greg Horn of William Hood & Co. Gopuff’s 2025 Snack’d Report: How Viral Trends Influenced Customer Behavior showed that searches for creatine surged 119%, confirming its shift from a niche bodybuilding supplement to a mainstream, functional health component. Innovation in sports nutrition is accelerating, fueled by the emergence of creatine-infused protein bars, the rise of gummies, a surge in women-focused formulations, and bold expansion into unexpected culinary formats.
CREATINE MAKES ITS WAY INTO PROTEIN BARS
Protein is all the rage, and consumers can’t seem to get enough. According to a Curious Plot study, 63% of consumers were “very” or “extremely” curious about high-protein foods, and 79% were “actively researching” the topic. Popular and convenient, now, creatine is the latest ingredient to make its way into bars. The Soar Bar is offered in Fudge Brownie. It provides 20 g of protein from incomplete collagen, milk isolate, whey concentrate, whey isolate, and 5 g of creatine. Jimmybar! Functional Foods released a creatine protein bar in Double Fudge Brownie and Chocolate Peanut Butter flavors formulated with 20 g of protein and 5 g of creatine. In the UK, Creatime is a new entrant. Its flagship product is a protein bar with 15 g of protein and 3 g of creatine monohydrate. The bars are available in four flavors: Cookie Crunch, Creamy Raspberry, Salted Caramel, and Triple Choc.
Creatine is emerging as the next functional upgrade in the protein bar category, with brands leaning into performance and convenience positioning.
GUMMIES LATEST FORMAT
Powder is a traditional application for creatine. Known for convenience, gummies are the latest format to deliver creatine. In the past year, the European market saw a 48% increase in brands offering gummies, while the U.S. recorded a 59% growth and Canada experienced a 51% increase, according to Nutrition Integrated. The Vitamin Shoppe found creatine searches surging 1,300%. Wellness brand Bloom expanded its offering with Creatine Gummies in Berry Boost and Orange Squeeze flavors. Kourtney Kardashian Barker’s brand, Lemme, recently launched Sour Strawberry Creatine Gummies. Create added a limited-edition Sour Peach flavor to its Creatine Gummies portfolio, formulated to help support energy, strength, and aid in boosting mental clarity. Like its other gummies, the products are vegan, non-GMO, and NSF for Sport Certified.
Simultaneously, outside the U.S., brands are launching new gummies. Supermass Nutrition in Finland debuted Creatine Gummies in a Lemon flavor. Scandinavian brand Star Nutrition introduced Creatine Gummies in Apple and Orange flavors. Canadian-based Fit Foods Ltd released MUTANT’s Creatine Bytz, sugar-free, chewable tablets in Berried Alive and Tangy Blue Razz varieties. Israeli gummy supplement manufacturer, TopGum has unveiled a new collection of active lifestyle gummies. The brand “has successfully loaded 1,500mg of Creapure® creatine into a single gummy, delivering the recommended daily dose of elite-standard creatine.” The creatine gummy is available in three natural fruit flavors: Cherry, Raspberry, and Watermelon. The Electrolyte Gummy comes in three flavors: Lemon-Lime, Salted Cherry Orange, and Umami Watermelon. It delivers 100 mg of electrolytes from sodium, potassium, magnesium, and chloride salts. TopGum also offers a High-Dose Magnesium Combination Gummy and a Caffeinated Energy Gummy containing 40 mg of caffeine.
Creatine gummies are the current innovation hotspot, blending convenience, flavor variety, and functional positioning to meet growing consumer demand.
FOR WOMEN: NEW AUDIENCE
Traditionally, sports supplements have been reserved for athletes. However, active consumers are using supplements to support overall health. With the rise of GLP-1, more consumers seek products that enhance their nutritional intake. Brands are creating creatine products tailored specifically for women. Gains In Bulk launched Shape for women, which combines a creatine-based muscle builder, a weight management solution, and a beauty product. Additionally, the formula features Enfinity paraxanthine for energy and carnitine to support metabolism and fat burning. Gaspari Nutrition added Proven Creatine For Women to its lineup. It contains 5 g of creatine monohydrate, 2 g of BCAAs to support recovery, 5 g of collagen, vitamin C, and 30 mcg of biotin. It is available in Strawberry Lemonade and Watermelon options. Jacked Factory’s new Creatine For Women highlights 5 g of creatine monohydrate, 3 g of collagen for hair, skin, nail, and joint support, and 1 g of colostrum.
Creatine is moving beyond the gym as more active consumers turn to supplements for everyday wellness, especially with GLP-1 usage. This shift is driving a wave of women-focused innovations that blend performance, metabolism, and beauty benefits.
CREATINE EMERGES IN UNEXPECTED APPLICATIONS
Like protein and fiber, creatine is branching out and emerging in unexpected applications. For example, creatine soda in Cotton Candy, Icy Pop, and Fuzzy Peach Rings joins Joyburst’s portfolio. Ehrmann, Germany’s leading dairy, introduced a line of High Protein Creatine products, including a pudding, beverage, and bar. Each is formulated with 20 g of protein and 1.5 g of classic creatine monohydrate. The Pudding comes in Chocolate and White Chocolate flavors, while the beverage is available in Chocolate and Pistachio varieties. The bars come in two flavors: Peanut Caramel and White Chocolate Strawberry. Gains In Bulk developed Instantized Creatine® Go Packs with a 5 g dosage. The Caramel Vanilla calorie-free flavor enhancer is for coffee. In Germany, supplement brand ESN and fried chicken company Loco Chicken collaborated on a creatine-infused seasoning. The Lemon Pepper seasoning is infused with 3 g of muscle-building creatine monohydrate for strength, performance, and power.
Creatine is rapidly expanding into new culinary and lifestyle formats, signaling its shift from a gym-only supplement to a mainstream functional ingredient.
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