A young, fit man drinking water inside a gym. – MDV Edwards // Shutterstock
Creatine: A Trend Among Gen Z and Millennials
Once primarily favored by athletes and fitness enthusiasts, creatine has found its way into the mainstream, particularly among Gen Z and millennials. No longer confined to performance enhancement, this supplement is increasingly consumed in gummy form, with individuals reaching for it as they head into office meetings rather than workout sessions.
Catarina Caruso is a prime example. She learned about creatine through TikTok instead of traditional training courses. “It has physically contributed to my muscle growth and has also improved my mental clarity and anxiety management,” she shared.
This trend is reflective of a broader shift, as millions of young Americans now incorporate creatine into their daily routines for reasons that extend far beyond physical fitness, according to NutraBio.
The Shift Beyond the Gym
Dr. Mark Kovacs, formerly the director of sport science in the NBA, identifies a significant change in the conversation surrounding creatine. It is now often discussed with regards to overall health and longevity, rather than exclusively athletic performance.
“We have come to understand that creatine not only improves athletic performance but also aids in muscle maintenance, brain function, and healthy aging,” he explained.
This wider perspective is reflected in market statistics. The global creatine supplement market was valued at approximately $1.3 billion in 2025 and is anticipated to soar to $8.6 billion by 2033, as reported by Grand View Research, indicating rapid growth as interest broadens.
Research on creatine is also advancing. “Creatine has long been established within the sports community, but what’s new is the extensive range of research now emerging,” noted Yasi Ansari, MS, RDN, CSSD, a senior dietitian at UCLA Santa Monica Medical Center. Although the strongest evidence pertains to its use in sports, other applications are being actively researched.
“As investigation progresses, creatine could transform from a sports supplement to a versatile tool for healthy aging and daily functionality,” remarked Matt Weik, BS, CSCS, CPT, CSN, a writer with NutraBio.
Scientific Support for Creatine
The evidence backing creatine for performance enhancement is exceptionally strong. According to The International Society of Sports Nutrition, creatine monohydrate is deemed “the most effective ergogenic nutritional supplement available to athletes” for enhancing high-intensity exercise and increasing lean body mass during training.
Recent meta-analyses further reinforce this conclusion, indicating that creatine, in conjunction with resistance training, effectively enhances strength in both upper and lower body while contributing to lean mass more consistently than training alone.
According to Yasi Ansari, supplementation can elevate muscle creatine reserves by about 20%-40%, which “supports short-duration energy for high-intensity movements and may promote recovery between bouts of physical activity.”
Recovery, another well-supported advantage, has been documented through studies showing lowered muscle damage and quicker recovery times between training sessions. Ed McCaffrey, a former NFL receiver who utilized creatine during his Super Bowl years with the Denver Broncos, simply stated: “It helps you recover faster.”
The granular findings support similar conclusions; the benefits are most pronounced in repeated, high-intensity efforts such as lifting and sprinting, where even slight improvements can compound over time.
Exploring Brain and Mood Benefits
Interest in creatine has begun to extend to its potential impacts on neurological health, with preliminary research indicating a more intricate role. The brain consumes roughly 20% of the body’s energy, and creatine is integral in sustaining ATP levels during cognitively demanding tasks, with studies suggesting that creatine levels can be bolstered through supplementation.
Most promising findings have emerged in contexts where cognitive stress is present. A 2024 study indicated that creatine enhanced cognitive function and altered brain energy metabolism during sleep deprivation—a condition increasingly relevant for younger individuals balancing demanding workloads.
Further research points to possible enhancements in memory and information processing speed, though additional larger clinical trials are necessary for validation.
Research concerning mood is still in its infancy. Early clinical trials suggest that creatine could support antidepressant treatments, implicating brain energy metabolism as a potential mechanism.
However, it’s critical to note that researchers emphasize creatine is not a treatment for mental health issues, and while cognitive advantages show promise, they remain inconclusive.
The Rising Market for Creatine
While scientific findings are instrumental, sales trends tell their own story. Total creatine sales at The Vitamin Shoppe surged by 300% from 2019 to 2024, with ongoing double-digit growth.
“Creatine is undergoing a remarkable transformation, shifting from an exclusive sports nutritional supplement to a versatile aid for everyday health and longevity,” noted Muriel Gonzalez, president of The Vitamin Shoppe.
This growth is shaped by the demographics of buyers and their preferred methods of consumption. Year-over-year growth in creatine sales stands at 120%, with an evolving consumer base that now includes women, Gen Xers, and older adults, in addition to the traditional gym-goers.
Gummies have emerged as the quickest-growing format, with North America witnessing a 59% rise in new creatine gummy products over the last year.
Convenience plays a key role in this surge. Gummies eliminate the hassle of mixing powders, making daily consumption more feasible for users who may have previously overlooked creatine. “Consumers prioritize convenience and formats that seamlessly fit into their daily routines,” states Nick Morgan of Nutrition Integrated.
The downside includes cost and consistency, as gummies can be significantly pricier than powder, and some products have faced scrutiny regarding their actual creatine content. While powder remains dominant in overall sales, gummies are expanding the market’s reach.
Safety and Common Misconceptions
With such extensive growth, age-old concerns often resurface, particularly regarding kidney health. Research continually demonstrates that there are “no adverse effects on renal function in healthy individuals,” and recent meta-analyses reaffirm that recommended dosages have no significant effect.
The source of confusion often relates to blood markers. “Individuals taking creatine may notice a slight increase in blood creatinine levels, but that does not imply kidney damage,” notes Ansari. “It indicates that the doctor may need to assess kidney function more closely.”
Those with pre-existing kidney conditions or those on medications affecting kidney function should consult a healthcare provider prior to starting creatine.
Understanding Limitations
Creatine’s established reputation is legitimate, but it has its limits. Individual responses vary widely, and not all studies yield the same conclusions. Results can depend on factors such as dosage, duration, training status, and measurement methods.
A recent clinical trial found no additional benefit in lean mass under specific circumstances. This variability is logical, given that creatine is most effective when combined with resistance training, where increased energy availability can build over time. Outside of this context, outcomes tend to be more variable and less predictable.
Side effects are typically mild but worth mentioning. Some individuals may experience bloating or stomach discomfort, particularly when taking higher doses. Experts recommend starting with lower amounts and omitting the loading phase to mitigate these effects.
While creatine remains one of the most rigorously supported supplements, it is not a replacement for consistent exercise, proper nutrition, or adequate rest.
Future of Creatine
Few supplements have garnered the level of scientific trust that creatine has achieved, with even fewer successfully transitioning from locker rooms to the daily lives of those who have never lifted a weight. For Gen Z and millennials, this credibility matters.
This generation, focused on ingredient education, label reading, and daily wellness practices, is not choosing creatine solely due to its popularity. They are drawn to it because decades of research demonstrate its effectiveness, with benefits extending beyond traditional fitness expectations.
“Creatine can bolster performance and promote long-term health, but it is most beneficial when integrated thoughtfully into a lifestyle that prioritizes healthy habits,” advises Ansari.
Creatine might become a lasting component of everyday practices well beyond fitness-oriented settings. Regardless, the ongoing dialogue about its benefits has undeniably shifted.
This story was produced by NutraBio and reviewed and distributed by Stacker.
