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‘High-protein’ has been the buzzword in food and beverages in recent years. But another sports-focused ingredient is muscling in to take protein’s crown: creatine. And its benefits could go beyond boosting your workouts. FoodBev’s deputy editor, Melissa Bradshaw, delves into the creatine craze.

Creatine, an organic compound that provides energy to the muscles, is currently in the food and beverage innovation spotlight.

Produced naturally in the body – as well as consumed through certain foods including meat, dairy and seafood – this multifunctional molecule gives a boost to the muscles, helping to power them through physical activity. The creatine produced in the body also provides energy to other tissues, like the heart and brain.

Supplementation of creatine is nothing new. It became popular with active individuals in the 1990s, when famous athletes began using creatine supplements to enhance their performance. Since, its popularity has soared among active consumers in day-to-day life, heralded as a work-out must by many gym-goers, personal trainers and fitness influencers alike.

“Creatine is one of the most well-researched and effective supplements for supporting performance, particularly in high-intensity, short-duration activities like sprinting, weightlifting or interval training,” said Yasi Ansari, registered dietician nutritionist, specialist in sports dietetics and owner of Yasi Ansari Nutrition.

“It works by increasing the availability of phosphocreatine in our muscles, supporting the regeneration of adenosine triphosphate (ATP) during quick bursts of effort and energy.”

Supplementation has also been associated with supporting recovery after acute training, helping to decrease the biomarkers of muscle damage, though Ansari added that more long-term studies on the benefits of creatine in recovery are needed.

In supplement form, it is most commonly available as creatine monohydrate: the most extensively studied form of creatine that has become very cost-effective to synthetically produce on a mass scale.

“Some products use alternative forms, such as creatine hydrochloride or creatine ethyl ester, but research on these is significantly more limited,” Ansari said. “That doesn’t mean they’re harmful, but we just don’t have the same level of evidence supporting their effectiveness as we do for creatine monohydrate.”

A boost for the body and brain?

Though creatine has long been recognised for its performance benefits, researchers have recently been exploring a range of additional advantages of creatine supplementation, ranging from mood support to improved memory and other cognitive functions.

Last year, a small study from a team at German research institute Forschungszentrum Jülich found that a single high dose of creatine could temporarily improve cognitive performance that has been reduced by sleep deprivation.

Published in the journal Scientific Reports, the study involved giving a high dose of creatine to test subjects who had been kept awake overnight and were required to solve cognitive tasks during this time.

A positive effect on the brain metabolism and cognitive performance was observed three hours after taking the creatine, reaching its peak after four hours and lasting up to nine hours. Particular benefits included improvements in processing capacity and short-term memory.

The neuronal cells of the central nervous system absorb creatine only to a small extent, a barrier to previously enabling this short-term effect to be proven in research studies. The researchers explained that the cells usually cover their needs largely through their own synthesis – however, putting the brain in a ‘stressed’ state through their experimental conditions meant the uptake of creatine in the cells was increased.

Ali Gordjinejad, coordinator of the study from the Institute of Neuroscience and Medicine at Forschungszentrum Jülich, emphasised that for now, it is not advisable to take high doses of creatine supplements at home due to health risks associated with strain on the kidneys.

“However, if future studies show an increase in cognitive performance at lower doses, creatine might become a serious competitor to coffee during long working nights,” he added.

It’s important to emphasise that larger studies would also be needed to provide more robust evidence – the sample size for this study was very small (just 15 participants). But the findings lay the foundation for these benefits to be explored on a larger scale, suggesting a positive association with improved functioning.

Meanwhile, the findings of another study carried out last year suggests that creatine monohydrate supplementation could have promising effects in decreasing symptoms of depression when used alongside talking therapy.

The UK study involved daily creatine supplementation among 50 adult participants with depression who were also undergoing cognitive behavioural therapy (CBT), with an additional 50 participants taking a placebo alongside CBT. Findings showed that the group supplementing creatine showed a significantly greater reduction in depression symptoms compared to the placebo group.

Though, again, the sample size is modest and the duration relatively short (eight weeks), this emerging research shows promising early findings to provide a foundation for larger and longer trials in the future.

Getting creative with creatine

Creatine is typically available in powder format that can be mixed into drinks, a popular way for active consumers to get their daily dose. However, applications for the integration of this powerhouse ingredient have broadened into other supplement formats, such as gummies, and less traditional formats like snacking products.

In the last year, we’ve seen creatine innovation branch out into new territories, combining functional fitness supplementation with fun flavours and formats designed to combine convenience with enjoyment.

Creatine and confectionery crossovers combined nostalgia with performance this summer, tapping into the ‘retro revival’ trend in F&B and bringing playfulness to the sports nutrition category. In July, Cellucor launched a creatine powder inspired by the iconic American Jolly Rancher Green Apple and Cherry-flavoured candy. Then, in August, fellow US brand VMI Sports announced the launch of Pez Flavoured Creatine Monohydrate, available in Sour Apple and Cherry variants.

British brand Warrior also expanded the creatine innovations within its sports nutrition portfolio this year, broadening into new formats.

Building on the success of its standard creatine monohydrate powder, the brand launched ‘Creatine+’ in May: a product line responding not only to the boom in creatine’s popularity, but to the rising demand for multifunctional products that promise convenient, all-in-one benefits. The range includes Creatine+ Electrolytes, Creatine+ Collagen, Creatine+ Energy, Creatine+ EAA (essential amino acids) and Creatine+ Vitamins. All five products, suitable for mixing into beverages, are available in Mixed Berry or Unflavoured variants for flexibility.

The brand also introduced a creatine protein bar line in December 2024, containing 20g of protein and 3g of creatine, designed to provide a tasty and convenient on-the-go snacking format.

Most recently, a unique new format – a sugar-free chewable tablet – has launched to market in Canada under the brand Mutant, owned by Fit Foods. Available in 'Tangy Blue Razz' and 'Berried Alive' flavours, the tablets are designed to provide 5g of creatine monohydrate per serving, offering a convenient and mess-free alternative to powders. The brand claims its innovation is the 'world's first' sugar-free, full-dosed chewable creatine tablet.

When it comes to convenience, gummies have also become a popular format. TopGum unveiled a new collection of active nutrition gummies last month, with a creatine gummy product among those in the range. These contain 1,500mg of creatine in each gummy, available in trendy fruity cherry, raspberry and watermelon flavours.

Consumer trust

Though the gummy supplement format has become more popular, consumers have been cautioned that there could be discrepancies between the dose of creatine advertised on the packaging and the actual amount contained in the product.

A ‘creatine gummy scandal’ was uncovered earlier this year when James Smith, an author, personal trainer and fitness influencer, carried out independent third-party testing on a range of popular gummy brands, finding that they contained significantly less of the ingredient than claimed.

According to Smith, some of the batches tested – from brands including Overload, Gains Nutrition, Push, Unique Physique and Supplmnt – contained little to no creatine. The results of batches tested from other brands, such as WellBoost, Create, Known Nutrition and MyVitamins, were more promising, showing an amount of creatine that more closely matched the amount advertised.

New Zealand-based Push was forced to put the brakes on sales and issue an apologetic statement revealing it was undertaking an investigation into the claims, after Smith revealed that the third-party testing he arranged – carried out using Eurofins, the same lab Push itself said it used to conduct its own tests – showed around 0.1g of creatine in a daily serving of three gummies. This serving was marketed as containing 5g.

Smith accused manufacturers of intentionally reducing or omitting creatine to achieve better taste and texture, thus attracting more repeat purchases, while also calling out brands who he said have not been doing their due diligence and taking responsibility for the testing process.

Nutraceuticals, such as gummies, are subject to food safety regulations and are therefore liable if found to be making false claims and deliberately deceiving consumers. However, because they are less stringently regulated than the pharmaceuticals market, consumers have been encouraged not to take the marketing at face value and to do their research before buying.

Registered dietician nutritionist Ansari highlighted the importance of ensuring third-party testing is properly carried out, with certificiation schemes such as Informed Choice and NSF Certified for Sport helping to build consumer confidence.

“[Labels like these] help put consumers at ease, knowing that what is on the label is what they will get,” she commented. “I also advise that clients avoid the term ‘blend’ or ‘proprietary blend’ in creatine supplements.”

Gains for all

Beyond the obvious creatine fans – the likes of bodybuilders and athletes – these products could appeal to a wide range of consumers as awareness of creatine’s benefits increases.

“Creatine can support people across the lifespan,” Ansari told FoodBev. “For example, women across various age groups experience numerous metabolic, hormonal and neurological benefits.”

“For women, changes in oestrogen lead to changes in muscle mass and bone health. In addition to strength training, adequate nutrition, including higher intakes of protein and creatine, can help prevent muscle mass loss.”

Ansari added that further research is needed to assess whether creatine alone, or in combination with strength training, supports the musculoskeletal parameters of post-menopausal women – but incorporating both is good practice to support strength and movement, and combat age-related muscle loss.

Most products currently available are targeted toward the sports nutrition market. However, innovation is likely to expand as the trend reaches new audiences. Functional drinks company Progevity is one example of expanding innovation, having released a protein beverage for consumers aged 50 and older last year. The longevity-focused drink, targeting older consumers rather than the broad active nutrition market, contains creatine alongside additional functional ingredients such as collagen, vitamins and functional botanicals.

Innovation in high-protein products has not slowed, still a booming market driving NPD across numerous food and beverage sub-categories. But alongside their protein-packed shakes and snack bars, consumers are increasingly likely to seek out creatine products in the coming years, with the creatine supplements market projected to surpass $4 billion in value by 2030.

Growing health-consciousness and demand for functional performance products is powering the surge, delivering gains for consumers and producers alike.