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Is creatine going mainstream in food and drink formulation?

The functional ingredient creatine is gaining traction in the food and drink industry, as brands ramp up production investment and explore new applications.

Creatine, a naturally produced compound that supports rapid energy production, is making its way into functional formulations across food, drink and supplement categories.

At a glance:

• Creatine expands from supplements to mainstream food and drink as Gen Z shows interest in the ingredient.
• Brands are investing in creatine production and launching new products, combining it with protein.
• Regulatory uncertainty exists around functional claims, but consumer interest and research support further growth.

Creatine is not one of the 20 amino acids that are the building blocks of all proteins but our bodies can make creatine from three other true amino acids: arginine, glycine, and methionine.

It has an EU-approved health claim for increasing physical performance in successive bursts of short-term, high intensity exercise at a daily dose of 3g.

According to data from market insights provider Mintel, more than a third (36%) of Generation Z consumers in the US have tried creatine and report feeling the benefits, while only 5% say they have never heard of the ingredient. Gen Z shoppers, those born between 1997 and 2012, are categorised as having digital-first shopping habits that value quality, budget consciousness, brand loyalty, and ethical standards.

Creatine launches on the up

"The number of global food, drink, and supplement launches with creatine as an ingredient has increased over the last five years, though from a low base,” Emma Schofield, associate director of global food science at Mintel, told Ingredients Network.

Of new product launches over the past five years that contain creatine, 82% were in the nutrition drink and other beverage category, 13% in vitamin and dietary supplements, and 3% in sports and energy drinks.

“Though creatine is growing in sports nutrition, it is not yet mainstream,” said Schofield. “As with many sports nutrition products and ingredients, users of creatine-containing sports nutrition products are typically younger, male consumers.”

Combining protein with creatine, Ehrmann’s High Protein Creatine collection entered the European market in October 2025. It comprises bars, puddings and drinks. The products typically provide 20g of protein and 1.5g of creatine monohydrate per serving.

“The interesting thing about the range is while creatine is loud and proud front of pack, no claim is made on creatine’s function,” said Cormac Henry, associate director of Food and Drink at Mintel in a LinkedIn post. He asked “Is making functional claims against creatine necessary?”.

Promoting creatine functionality

In the case of creatine, research indicates its role in physical performance and recovery, with one 2021 study indicating there are over 500 peer-refereed publications involving creatine supplementation. Research suggests that incorporating more creatine into diets through supplementation can increase muscle strength and lean mass as well as improve performance in high-intensity, short-duration exercise.

In addition, increasing brain creatine levels through diet can benefit both healthy consumers and certain demographics, such as athletes, older individuals, and those with certain clinical conditions.

“Academic ingredient research isn’t necessarily an indicator of relevance for a consumer product,” said Henry. “Yet where you have insight into consumer knowledge of an ingredient, then it may be time to look at its inclusion.”

With a significant body of research on creatine, the food and drink industry may question why functional claims on packaging are not more common, given that they can further increase consumer awareness of creatine. “We don’t always need to delay product launches by stalling in getting regulatory approval to make functional claims against trusted and well-researched ingredients,” wrote Henry.

Waiting for research and regulations to align on how functional claims about ingredients like creatine are communicated could affect the success of a new product launch. “This can mean the right time for launch gets missed, and your competitors get ahead,” Henry added.

Avoiding on-pack messaging about creatine may not be the hindrance brands fear, as food and drink companies are not necessarily shoppers’ primary source of guidance. “Consumers will often come to their own conclusions based on more expert sources (and ‘sorry’ food/drink brands, but that isn’t always you),” Henry wrote.

Mintel’s data indicates that among Canadian consumers, for example, 45% will reach out to healthcare professionals for advice on healthy eating, while only 12% will ask companies in the food industry.