Once primarily associated with enthusiastic gym-goers who would down scoops of the supplement before workouts, creatine is now gaining traction among women and older adults. Recent marketing strategies have shifted perspectives, making this once niche product increasingly popular among diverse groups.
“Historically, many believed creatine contributed solely to bulking up, but it is now widely acknowledged as one of the most extensively researched nutrients for enhancing strength, promoting lean muscle tone, aiding recovery, and even supporting brain health,” explains Simon Huck, co-founder of Lemme, a supplement brand launched by Kourtney Kardashian Barker.
Lemme introduced creatine gummies in January, with each serving providing five grams of creatine monohydrate. This formulation aims to assist with body toning, strength, recovery, and cognitive well-being. “Studies indicate that women generally have lower creatine stores than men, and these levels can vary with hormonal shifts, making supplementation particularly beneficial for overall energy, performance, and hormonal support,” Huck adds.
In a striking testament to its renewed popularity, GNC reported a staggering 200% increase in creatine sales this year compared to last. Exclusive London gym Third Space and the fitness studio Barry’s have even begun offering creatine as an add-on at their shake bars. Notable figures like singer-songwriter Ciara and Kris Jenner, who is 70, are raising awareness about creatine’s benefits—Ciara for Thorne’s campaign and Jenner as a representative for older women. According to Market Research from Grand View, the creatine sector is projected to surge to $4.2 billion by 2030, achieving an impressive annual growth rate of 25%, well ahead of the anticipated 6.4% growth for the broader supplement industry.
Experts suggest that the increase in creatine’s popularity corresponds with the growing use of GLP-1 medications, which aim to bolster muscle mass during weight loss. This raises a critical question: should brands capitalize on this trend, or is it merely another fleeting supplement fad?
A Reimagined Image
A new wave of social media influencers and podcasters is transforming the perception of creatine from a masculine supplement associated with bulking to a mainstream health product.
Rachel Kreider, VP of product innovation at GNC, remarks, “Many health influencers are advocating for it now, which wasn’t the case a decade ago when podcasts weren’t as popular for health optimization discussions. Research has emerged confirming the benefits of creatine for menopausal women, and this knowledge is starting to circulate widely.”
Curated Beauty, a skincare, haircare, and wellness brand created for women in midlife, launched a creatine product in January. This initiative sprang from the founders—Sam Grocutt, Ros Simmons, and Natalie Ingham—observing their husbands utilizing the supplement. Simmons notes, “Women tend to lose significant muscle mass as they age, especially during menopause.”
