Creatine goes mainstream with Gen Z and Millennials

Creatine goes mainstream with Gen Z and Millennials

For decades, creatine has been associated with a specific type of consumer: athletes and gym goers who use creatine to progress through high-intensity training. Now, it’s coming in gummy form, and those who take it may be headed for a board meeting instead of a workout.

Catalina Caruso is one of them. She discovered creatine through TikTok rather than a structured training program. “Physically, it increased my muscle growth,” she said. “It also helps with mental clarity and managing anxiety.”

Her experience is no longer unusual. Millions of young Americans take creatine daily for reasons beyond the gym, NutraBio reports.

Beyond the weight room

Dr. Mark Kovacs, former director of sports science and health for the NBA, describes a broader shift in which creatine is now discussed in the context of overall health and longevity, rather than just performance.

“Creatine has been shown to not only help athletes perform at a high level, but also support muscle maintenance, brain function and healthy aging,” he said.

That wide lens is reflected in the numbers. According to Grand View Research, the global creatine supplement market is valued at approximately $1.3 billion in 2025 and is projected to reach $8.6 billion by 2033, indicating rapid growth due to increased interest beyond traditional uses.

Scientific research is also expanding accordingly. “Creatine has been established in the sports world for decades, but what’s new is the breadth of research,” said Yashi Ansari, MS, RDN, CSSD, senior dietitian at UCLA Santa Monica Medical Center. While the strongest evidence remains well established, other areas are still under investigation.

“As research expands, creatine may continue to evolve from a sports supplement to a broader tool for healthy aging and daily functioning,” said Matt Wake, BS, CSCS, CPT, CSN, NutraBio writer.

What science clearly supports

The evidence regarding creatine’s performance is very solid by scientific standards. The International Society of Sports Nutrition describes creatine monohydrate as “the most effective ergogenic nutritional supplement currently available to athletes” for increasing high-intensity exercise and lean body mass during training.

A new meta-analysis reinforces that position, showing that taking creatine alongside resistance training improves upper and lower body strength and increases lean body mass more reliably than training alone.

Yashi Ansari points out that taking the supplement can increase muscle creatine stores by 20% to 40%, which “may support short-term bursts of energy for high-intensity exercise and aid in recovery between activities.”

Recovery benefits are also well-documented, with studies showing reduced muscle damage and faster recovery between training sessions. Former NFL receiver Ed McCaffrey, who used creatine with the Denver Broncos during back-to-back Super Bowl games, simply described creatine as “helping you recover faster.”

More detailed findings point in the same direction. Benefits are greatest with repetitive, high-power training, such as lifting, sprint work, and other explosive training. In this case, small increases in output can grow over time.

New frontiers: the brain and mood

There is now growing interest in how creatine affects the brain, and early studies are beginning to map a more complex role. The brain accounts for approximately 20% of the body’s energy expenditure, and creatine plays a role in maintaining ATP levels during cognitively demanding tasks. Research shows that these stores can be increased with supplements.

The most consistent results concern situations in which the brain is already under stress. A 2024 study found that creatine improves cognitive performance during sleep deprivation and changes the brain’s energy metabolism. Sleep deprivation is an increasingly relevant condition for young consumers juggling demanding work schedules.

Research also points to potential benefits for memory and information processing speed, but large clinical trials are still needed.

Research on mood is still a long way off. Some clinical trials suggest that creatine may support antidepressant treatment as an adjunct, and researchers point to brain energy metabolism as a possible mechanism.

However, researchers are careful to emphasize that creatine is not a mental health treatment, and that the findings on cognitive function, while promising, remain inconclusive.

market boom

Science alone cannot explain sales figures. That’s how consumers behave. According to company data, Vitamin Shoppe’s total creatine sales soared 300% between 2019 and 2024 and continues to grow at a double-digit pace.

“Creatine is undergoing a major transformation from a niche sports nutritional supplement to a versatile tool for everyday health and longevity,” said Muriel Gonzalez, president of The Vitamin Shoppe.

That growth is shaped by who buys and how they prefer to buy. According to SPINS data, the category is experiencing 120% year-over-year growth, driven by a growing consumer base that includes women, Gen X, and seniors in addition to traditional gym users.

Gummies have emerged as the fastest growing format, with new creatine gummy products increasing by 59% in the past year in North America.

Convenience is central to that growth. Gummies eliminate the friction of powders and shakers, making the daily supplement accessible to consumers who may not have previously considered creatine. “What consumers want more than anything is convenience and format that can be seamlessly integrated into their daily lives,” said Nick Morgan of Nutrition Integrated.

The tradeoff is cost and consistency. The price per gram in gummy form can be nearly three times that of powder, and some products face scrutiny for their actual creatine content. While powders still lead in terms of overall sales, gummies are expanding the scope of the category.

Safety and misconceptions

Growth on this scale tends to bring back old anxieties, and creatine plays a role in that. The most persistent concern is about the kidneys. Studies have consistently shown “no adverse effects on renal function in healthy individuals,” and a recent meta-analysis confirmed no significant effects at recommended doses.

Confusion is often traced back to a single test marker. “People taking creatine may have slightly elevated blood creatinine levels, but that doesn’t necessarily mean their kidneys are damaged,” Ansari points out. “It just means your doctor may need to look more closely when testing your kidney function.”

If you already have kidney disease or are taking medications that affect kidney function, consult your doctor before starting creatine.

reality check

Creatine’s reliability is real, but so are its limitations. Not all people react the same way, and not all studies point in the same direction. Results vary depending on dosage, duration, training conditions, and how effects are measured.

One recent randomized trial found no additional benefit for lean body mass under certain conditions. This variation makes sense when you consider how creatine works. Creatine’s effects are most stable when combined with strength training, increasing energy availability with repeated sessions. Outside of such situations, results tend to be more modest and difficult to predict.

Side effects are generally mild but worth being aware of. Some people may experience bloating or an upset stomach, especially at high doses. Experts suggest starting low and skipping load phases to reduce these effects.

Creatine is one of the most science-backed supplements available. However, it is not a substitute for consistent training, proper nutrition, and sleep.

Future direction of creatine

Few supplements today have achieved the scientific credibility that creatine has, and few yet can be incorporated into the daily lives of people who have never touched a barbell from a locker room. For Gen Z and Millennials, authenticity is what matters.

A generation that researches ingredients, reads labels, and treats health as a daily habit isn’t reaching for creatine because it’s a fad. They reach for it because decades of research make a convincing case that gym memberships are more beneficial and effective than previously suggested.

“Creatine supports performance and long-term health, but is most effective when used thoughtfully in conjunction with healthy daily habits,” says Ansari.

This supplement has the potential to move beyond the gym and become a fixture in your daily life. Or it could become a fitness product with broader appeal than before. Either way, the conversation around it has fundamentally changed.

this story produced by Nutra Bio Reviewed and distributed by stacker.