Supplements aren’t always what they seem.
Bad batch. Independent testing from Eurofins, SuppCo, and NOW Foods revealed widespread misrepresentation in the creatine gummy category, with some containing <2% of their claimed dose. Even top sellers on Amazon failed to deliver active ingredients.
Undersight. Gummies are harder to formulate than powders, but brands rarely disclose testing data. With little FDA enforcement, the market is flooded with unverified products from low-cost manufacturers.
Booming. Known for building muscle, creatine is now trending for brain health, beauty, and longevity. Driven by new use cases and formats, global sales are set to grow 279% by 2030, reaching $4.2B.
New fans. Wellness-focused consumers, especially women, are fueling demand, but 40% still don’t understand what creatine does. As hype outpaces education, brands and influencers are controlling the narrative, with or without science.
Takeaway: Creatine’s boom exposes a bigger issue: Scale without standards is a race to the bottom. As consumer expectations rise, supplement brands must deliver on their claims, leading with clinical validation and transparency for lasting trust.
