Wellness-seekers have a new flex.
Checkout. Women now make up 30% of creatine purchases at GNC, up from 18% in 2020, per Bloomberg. The average buyer is now 35 years old (up from 30), signaling a shift toward longevity-focused consumers.
Pumped up. Moving from gym bags to kitchen cabinets, global creatine sales are set to quadruple, reaching $4.2B by 2030. On Amazon, the category is pacing $400M+ in 2025, with June up 31% MoM.
New faces. Women and older adults are fueling growth. Appealing across genders and life stages, emerging research highlights creatine’s role in strength, bone health, mood, cognition, and menopause.
Glow-up. A go-to among athletes, creatine is being rebranded as a wellness staple. New formats—like gummies, mix sticks, and sparkling beverages—are reshaping the category while messaging evolves from high-performance to energy, longevity, and skin health.
Looking ahead: Like strength training and protein, women are embracing creatine’s healthspan benefits. With adoption accelerating, the winners will stand out through quality, credible science, and format innovation.
