A young, fit man drinking water inside a gym. – MDV Edwards // Shutterstock
Creatine Gains Popularity Among Gen Z and Millennials
Once primarily seen as a supplement for athletes and dedicated gym-goers, creatine has now become widely popular among younger generations, often taken in gummy form and by individuals preparing for business meetings rather than workouts.
Catarina Caruso discovered the benefits of creatine through TikTok, not a structured training program. She states, “Physically, it has enhanced my muscle growth. It’s also helped with mental clarity and managing anxiety.”
This experience is becoming increasingly common. Millions of young Americans are incorporating creatine into their daily routines, with motivations that extend far beyond the gym, as reported by NutraBio.
Moving Beyond the Gym
According to Dr. Mark Kovacs, former director of sports science and health in the NBA, there’s a notable shift in discussions surrounding creatine. It is now viewed not just as a means to boost performance, but also as a supplement for overall health and longevity.
“Creatine not only helps athletes perform at a high level but also aids in muscle maintenance, brain function, and healthy aging,” he asserts.
This changing perspective is reflected in financial growth. The global market for creatine supplements was valued at approximately $1.3 billion in 2025, with projections to soar to $8.6 billion by 2033, according to Grand View Research, indicating heightened interest in creatine beyond its conventional applications.
Scientific inquiry into creatine is also expanding. “Though creatine’s benefits have been established in sports, the range of research is evolving,” mentions Yasi Ansari, MS, RDN, CSSD, a senior dietitian at UCLA Santa Monica Medical Center. While the strongest support is still rooted in performance, other areas are being actively explored.
“As research broadens, creatine could transition beyond being a sports supplement into a valuable resource for healthy aging and everyday function,” suggests Matt Weik, BS, CSCS, CPT, CSN, a writer for NutraBio.
Scientific Support of Creatine
The performance benefits of creatine are exceptionally well-documented. According to The International Society of Sports Nutrition describes creatine monohydrate as “the most effective ergogenic nutritional supplement available to athletes,” particularly for high-intensity exercise and enhancing lean body mass during training.
Recent meta-analyses confirm this assessment, indicating that when paired with resistance training, creatine enhances upper- and lower-body strength, and more reliably increases lean mass than training alone.
Yasi Ansari further notes that creatine supplementation can increase muscle creatine stores by 20%-40%, thereby facilitating short bursts of energy for high-intensity activities and assisting in recovery.
Recovery, another well-supported advantage, includes reduced muscle damage and quicker recovery between training sessions. Former NFL player Ed McCaffrey, who used creatine during his Super Bowl runs, encapsulates this benefit succinctly: “It helps you recover quicker.”
Further analysis highlights that the benefits are most pronounced in repeated high-output activities, such as weightlifting and sprinting, where incremental gains can accumulate significantly over time.
Exploring Brain and Mood Benefits
Research is now branching into how creatine might affect brain health, an area that is slowly revealing a complex relationship. The brain consumes roughly 20% of the body’s total energy, with creatine playing a crucial role in sustaining ATP levels during cognitively demanding tasks. Studies suggest supplementation can enhance these stores.
Some of the most compelling findings emerge from situations where cognitive stress is already present. A 2024 study demonstrated that creatine improved cognitive function and adjusted brain energy metabolism during periods of sleep deprivation, a scenario particularly pertinent to busy younger consumers.
There are also indications that creatine might benefit memory and processing speed, though larger clinical trials are necessary to corroborate these findings.
Research pertaining to mood is even more preliminary. Some clinical trials suggest that creatine may support antidepressant treatments as an adjunct, with researchers indicating brain energy metabolism as a potential mechanism.
However, it’s crucial to note that while the cognitive findings appear promising, they remain inconclusive and creatine should not be seen as a replacement for mental health treatment.
The Growth of the Market
While the scientific framework provides a foundation for the sales surge, consumer behavior plays a central role as well. Total creatine sales at The Vitamin Shoppe surged by 300% between 2019 and 2024, and the trend is continuing with double-digit growth.
“Creatine is experiencing a significant shift—from being a niche sports supplement to a multifunctional tool for everyday health and longevity,” stated Muriel Gonzalez, president of The Vitamin Shoppe.
This growth is influenced by the diverse demographic now using creatine, including women, Gen X, and older adults, alongside traditional gym enthusiasts. SPINS data indicates the category has seen a year-over-year growth of 120%.
Gummies have surfaced as the fastest-growing format, showing a 59% increase in new creatine gummy products over the past year.
Convenience plays a pivotal role in this surge. Gummies eliminate the hassle of powders and shakers, making it easier for those who may not have previously considered creatine. “Consumers prioritize convenience and formats that fit seamlessly into their daily lives,” remarks Nick Morgan of Nutrition Integrated.
However, this convenience often comes with a trade-off in cost and content consistency. Gummies can be nearly three times more expensive per gram than powder, and some products face criticism over their actual creatine content. While powder remains the dominant format in sales, gummies are reaching new audiences.
Addressing Safety and Misconceptions
The substantial growth in the creatine market has also rekindled discussions around safety, particularly concerns regarding kidney health. Research consistently demonstrates that there are “no adverse effects on kidney function in healthy individuals,” with many recent meta-analyses affirming no significant impact at recommended dosages.
Often, concerns arise from a misunderstanding of blood creatinine levels. “A minor rise in blood creatinine is common for those taking creatine, but it does not indicate kidney damage,” explains Ansari. “It merely suggests that doctors may need to monitor kidney function more closely.” Individuals with existing kidney conditions or those on medications that influence kidney function should consult a healthcare provider prior to starting creatine.
Understanding the Reality of Creatine
Despite its established credibility, it’s essential to recognize that not everyone responds uniformly to creatine, and outcomes vary based on factors such as dosage, duration, training status, and measurement criteria. A recent randomized trial showed no significant additional benefits regarding lean mass under certain conditions. This variability is understandable, as creatine’s most consistent effects are observed with resistance training, where enhanced energy availability maximizes benefits over multiple sessions. Outside this context, results may be less predictable.
Typically mild side effects to consider include bloating or stomach discomfort, especially at higher doses. Experts recommend starting with lower doses and omitting the loading phase to mitigate these effects.
While creatine stands as one of the most scientifically supported supplements available, it is not a substitute for consistent training, proper nutrition, or adequate sleep.
The Future of Creatine
Few supplements have garnered the scientific reputation that creatine holds today, successfully transitioning from gym lockers to the everyday routines of those who may never step foot in a gym. For Gen Z and Millennials, this credibility is a significant factor.
This generation—one that emphasizes ingredient transparency, label reading, and health as an everyday commitment—is not adopting creatine merely for its trendiness but because extensive research substantiates its effectiveness, showcasing advantages that extend well beyond traditional fitness settings.
“Creatine can enhance performance and contribute to long-term health, but its effectiveness is best realized when integrated thoughtfully into a holistic wellness approach,” emphasizes Ansari.
Moving forward, creatine may solidify itself as a staple not just within the fitness community but in broader health-conscious circles. The evolving conversation surrounding its benefits and applications marks a significant transformation in how creatine is perceived.
This story was produced by NutraBio and reviewed and distributed by Stacker.
