Amazon marketplace data compiled by SmartScout indicates that creatine, a long‑standing supplement, is experiencing its biggest growth in three decades. Over the 12 months ending August 2026, the creatine subcategory rose 90%, generating roughly $57.5 million in monthly sales and $721 million over the year across 773 brands and 2,191 products.
Search demand is shifting toward women
Searches for the term “creatine” now average 620,729 per month, up 118,544 from a year earlier. More notable is the surge in “creatine for women,” which reached 174,396 monthly searches—an increase of 33,799 year‑over‑year and an additional 37,325 searches in the most recent month alone. The term added more searches in the last 30 days than it did during the entire previous year.
Premium brands benefit, value brands lose share
The data shows a clear premiumization trend. Brands positioned at the higher end of the price ladder are gaining market share, while lower‑priced, value‑oriented brands are losing ground. Thorne, a clinical‑focused brand that markets through practitioner channels, captured the top spot with only 2.1% of total ad spend, relying on organic demand. In contrast, Optimum Nutrition, once the dominant name in creatine, fell 2.35 percentage points in share during a single month, shedding about $1.39 million in revenue and 52,778 units.
New formats attract attention
Creatine gummies, which initially appeared as a fleeting trend, have rebounded strongly. Monthly searches for “creatine gummies” climbed to 260,315, up 41,401 in the last three months, and the keyword now commands a $6.66 cost‑per‑click—higher than the generic “creatine” term. The brand Create, which focuses on gummies, holds 8.2% of the category’s share and generates roughly $4.7 million per month, despite an average price of $52 and only 844 reviews per listing.
Marketplace dynamics
Third‑party sellers dominate the category, accounting for 83.2% of revenue, while Amazon’s own retail arm contributes just 16.8%. Search traffic is increasingly concentrated among top listings: for “creatine monohydrate,” the leading product receives 34% of clicks; for “creatine,” the leader captures 24%; and for “creatine for women,” the top result garners 23% of clicks. In the gummy segment, the top three products together hold only 17% of clicks, indicating room for competition.
Implications for the supplement market
SmartScout’s analysis suggests that the surge is driven by a demographic that the category largely ignored for three decades—women interested in strength training, longevity, and overall health. The premiumization pattern reflects new customers who prioritize trusted brands over low price per gram. As the demand curve continues to rise, brands that can align with this emerging audience may see sustained growth.
Overall, creatine’s performance this year underscores a broader shift in the supplement industry: hydration‑related products are gaining prominence, and consumer interest is expanding beyond traditional male‑focused marketing. Companies that adapt to the changing demographic and invest in premium positioning are likely to capture the most share of this expanding market.
Original reporting: KTVZ (Central Oregon) — read the source article.
