Creatin’ a new reputation

CREATINE is shedding its gym-bro reputation, unlocking lucrative new markets as women and older Americans get wise to the benefits of the long-stigmatised supplement. Sales are booming as a result.

As the Covid-19 pandemic put health and well-being front and centre for many Americans, creatine started riding the same wave that pushed up demand for anything from high-protein food products and weight-loss drugs to an interest in weightlifting, among other lifestyle changes.