When reflecting on the most popular ingredients within the sports and active nutrition spaces, creatine is almost always top of the list — having been a go-to for athletes, bodybuilders and avid gym goers since the 90s. Touted for its capacity to enhance exercise performance, provide energy to the muscles and help build muscular mass, the nutraceutical has gained a cult-like status for its strong efficacy profile. However, the creatine craze is no longer confined to the sporty demographic, with the ingredient now making waves within the healthy ageing, cognitive and everyday wellness niches.
With mounting evidence suggesting that creatine supplementation may boost cognition, support weight management and promote bone health, there’s a clear market for creatine outside of the traditional demographic nutraceutical companies have catered towards. Gone are the days where creatine is seen as a supplement for exercise worshippers — so is now the time for the ingredient’s widespread implementation?
To discuss the ever-growing body of research around creatine, the change in consumer perceptions surrounding its use and future market opportunities, Annabel Kartal-Allen chatted with Bryan Morin, Brand Manager of NOW® Sports.
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