Creatine is getting more Google searches than collagen. Social media attention is soaring. Food and beverage brands from Portugal to Costa Rica to America are debuting beverages and foods that combine the benefits of protein with creatine.

Creatine has over 50 years of published research backing its benefits for strength and energy. First used in the 1990s by Olympic athletes, creatine supplements have grown to be an everyday part of gym-goers’ lives. And now interest is going wider, with young women driving much of the growth. The benefits are also going wider, with cognition and menopausal health increasingly substantiated by science.

This Strategy Brief sets out concisely what you can realistically do with this opportunity, why and how. It explores:

• who are the target consumers
• what are the growth prospects, for which categories
• what are the risks.