Creatine Market Growth and Target Groups

Gielow puts the global creatine market at around USD 1.4 billion and points to forecasts that expect more than USD 4 billion by 2030. Market researchers arrive at different figures depending on how the segment is defined, but they consistently expect double-digit annual growth rates. As a comparison, he cites the protein market, which by his account was similarly small ten to twenty years ago.

In Gielow’s observation, creatine has so far been used mainly by men. Among women, he sees a common obstacle in the concern about water retention and additional body weight. In his account, such water retention is temporary: he expects two to four weeks, after which, he says, most of the water is lost again.

Creatine Research and EU Health Claims

Creatine is involved in the energy metabolism of cells, not only in muscle but also in the brain, which is why research is looking into whether it influences cognitive performance. Gielow is aware of initial studies with positive indications; for a health claim, however, the required quality is still partly lacking. The European Commission refused a corresponding application by Regulation (EU) 2026/1118 at the end of May 2026, based on the EFSA assessment, which did not consider the relationship sufficiently established. That does not mean creatine has no benefit, says Gielow: a robust statement requires further studies.

The claims that remain authorised in the EU concern physical performance during short-term, high-intensity exercise and the muscle strength of adults over 55 in combination with resistance training, in each case at 3 grams per day. From Gielow’s point of view, dose and duration remain open: studies suggest that effects in the brain might require amounts beyond 20 grams, which would raise questions about long-term safety.

Creatine Stability in Powders and New Formats

Demand for new formats is growing: in Gielow’s experience, a gummy manufacturer now enquires almost every week about how a creatine product could be marketed. Technically, this is demanding. Creatine is water-soluble and is metabolised without an absorption barrier, which is why powder remains the cleanest and most effective form in his view. In a moist or acidic matrix such as a gummy, however, it converts to creatinine, which no longer delivers the desired effect.

Analyses from the USA support this assessment: according to Gielow, about half of the products tested, mainly gummies, contained little or no creatine but creatinine instead. Bars are not a simple solution either: as Gielow explains, every food contains residual water, and in principle that is enough to trigger the degradation. Particle size and structure, such as a powder core or a coating, therefore have to be checked in stability tests, and results from a test kitchen do not readily carry over to large-scale industrial plants.

“Most of the time, these hurdles are only removed once a brand eventually says: ‘But I want this now.’ Then food technologists have to get to work and figure out how to make it happen.”

Robert Gielow, CEO, Mentry Pharma

Creatine Monohydrate Quality and Batch Consistency

In Gielow’s experience, creatine monohydrate is not simply creatine monohydrate: the industry average for purity is 99 percent and above, but depending on the manufacturing process and location, purity, density (that is, the actual creatine content) and heavy metal levels differ. Because chemical processes do not run in exactly the same way in every batch, he recommends assessing raw materials batch by batch. Anyone ordering 100-mesh material may, in an unfavourable case, receive a powder that tests at 80 or 140.

Particle size, known in the trade as mesh size, ranges from 80 up to 300 and beyond. Currently, 200 mesh is considered the gold standard: according to Gielow, such a powder dissolves in water within 30 to 40 seconds, whereas a standard product needs two to three minutes, and the typical bitter taste is hardly noticeable. With even finer grades, the powder produces a lot of dust when it is opened and dosed.

Gielow does not rely on certificates alone. Before bringing products to market, he had them tested additionally in an independent laboratory, because he has quite often experienced that what is on the label is not actually what is inside. One example from his practice: according to the specification, a magnesium capsule should contain 200 milligrams, but about 155 milligrams were measured in the laboratory, more than a fifth less. For a broader view of how testing fits into quality management, read our article on food safety and quality requirements.

Creatine Product Development at a Glance

• Powder: stable, in Gielow’s view the cleanest and most effective form
• Gummies: degradation to creatinine, consistent quality difficult to achieve
• Bars and pudding: to Gielow’s knowledge not yet on the market, use at lower doses expected
• Ready-to-drink: currently not stable, three to six months of shelf life achieved in research so far, retailers expect 12 to 24 months
• Bottle with powder cap: on the market in the USA, not yet in Germany
• Raw material: 200 mesh as gold standard, check batch by batch

Creatine Tolerability and Intake Advice

Gielow sees no basis for the hair loss and kidney problems that are repeatedly linked to creatine. In its position paper, the ISSN concludes that there is no compelling evidence of harmful effects of creatine monohydrate in healthy individuals.

Gielow occasionally observes gastrointestinal complaints in people whose stomach lining is already irritated. In that case, he recommends taking creatine with a meal rather than on an empty stomach; a meal is not required for the creatine to be metabolised.

Two Questions Before Developing Creatine Products

When deciding whether to take on a project, Gielow asks himself two questions: Is it really needed? And would I take it myself? He considers developments worthwhile when a genuine need stands behind them. For him, this includes helping to build creatine as a category, because public awareness is still low and there is room for development in formats. He remains sceptical of trends from social media: just because something is hyped does not mean it makes sense. When assessing studies, one simple question helps him.

“It is always legitimate to ask: Who commissioned the study? Who carried it out, and to what end? Who is funding it, and with what interest?”

Robert Gielow, CEO, Mentry Pharma

Conclusion on Creatine Product Development

Creatine is well researched, and the market is growing. In Gielow’s assessment, the difficulties lie mainly in implementation: powder is currently the most reliable format, and for gummies, bars and beverages, stability tests and consistent quality checks are decisive. Anyone who wants to bring creatine into new formats needs a raw material with documented purity and batch consistency, as well as patience in development.

Creatine monohydrate is part of the range of the Protein & Ingredients Hub at The Ingredients Experts. We are happy to receive enquiries about specifications and availability.

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