The creatine gummies market has grown by 50% in the last 12 months as brands look to make the increasingly popular ingredient more accessible to a broader consumer base.
According to new data from specialist active nutrition data and insights provider, Nutrition Integrated, Europe has seen a 50% increase in the number of creatine gummy products and a 48% increase in the number of brands offering them.
Growth has been even more pronounced in North America, with the US and Canada recording increases of 59% and 51%, respectively.
Nick Morgan, founder and managing director of Nutrition Integrated, explained: "Creatine has gone from strength to strength during the past year as consumers have become more aware of its benefits beyond muscle building alone."
"But what consumers want more than anything is convenience and formats that can slot seamlessly into everyday routines."
"Against that backdrop, it’s no surprise that we’re seeing a surge in the number of creatine gummies entering the market."
“While gummies still represent a relatively small share of the creatine products available – 3% in Europe and 7% in the US and Canada – the rate of growth clearly signals rising consumer interest.”
Despite this momentum, the data also highlights a notable difference in how ingredients are used across formats.
Only 2% of creatine gummies currently use a branded ingredient, compared to 26% of creatine powders.
Morgan continued: "This reflects a wider dynamic that we see across gummies more generally. Gummies are positioned as a more fun, accessible format and that typically comes with less emphasis on branded actives."
"But in a category such as creatine, where awareness around ingredient quality and consistency is growing, it will be interesting to see whether branded ingredient usage increases and becomes a way for brands to signal reassurance and credibility."
Alongside convenience and quality, price remains a key consideration for consumers.
"The price per gram of creatine in gummies is nearly three times that of creatine powder," Morgan added.
"So accessibility doesn’t necessarily mean affordability. Gummies may be easier and more enjoyable to consume, but they come at a higher cost per serve."
"How consumers weigh up that trade-off will be an important part of how this format develops."
"We’ve already seen more brands move into creatine gummies than we might have expected. The next 12 months will be critical in understanding how this format evolves and which strategies prove most sustainable."