Creatine demand surges as supplement shifts to mainstream wellness

Creatine has emerged as a leading dietary supplement, experiencing significant growth in consumer interest and market value. In the UK, it has become the most searched supplement in the vitamins and wellness category, surpassing protein powder, electrolytes, and multivitamins. Grocery sales for the product have seen an 81% year-on-year increase.

The global creatine market was valued at approximately $1.37 billion in 2025 and is projected to reach $2.86 billion by 2030, with an annual growth rate of 11.5%. While traditionally used by athletes for strength and muscle mass, demand is shifting toward mainstream wellness, including cognitive performance and healthy aging.

Despite its widespread use and status as one of the most researched supplements, misinformation persists. Experts clarify that creatine is not a steroid, noting that the two are chemically distinct. Creatine is a naturally occurring compound made of amino acids, and its safety and effectiveness are supported by extensive research and recognition by the World Anti-Doping Agency.