Creatine's Shift From Sports Nutrition to Everyday Wellness Puts Format Innovation to the Test

Frankfurt-based SIRIO Europe used the week ahead of CPHI Worldwide to announce an expanded creatine gummy portfolio, adding 3 combination concepts to a lineup that already spans 5 existing formats.

The launch is notable less for its scale than for what it signals: creatine, long associated with resistance training and athletic performance, is increasingly formulated and marketed for a broader, non-athlete audience.

"Creatine is one of the most talked-about ingredients in nutraceuticals today," said Kasia Kortmann, general manager of SIRIO Europe. "Its growing popularity is rooted in decades of extensive clinical validation rather than short-term market hype. The challenge with creatine is not its efficacy but its delivery. Formulating a high-dose gummy that tastes good, remains stable, and consistently delivers its intended dose requires considerable technical know-how. We've invested in addressing these challenges, developing a range of concepts that give brands greater flexibility to explore different creatine positioning opportunities and bring relevant innovations to market."¹

What New Creatine Gummy Formats Has SIRIO Europe Introduced?

The 3 new concepts each pair creatine with a single co-active: 3,000 mg of creatine with magnesium, and 4,500 mg of creatine with either zinc or vitamin D, delivered across 3 gummies per daily serving.¹ These join the company's existing Creatine Core line (1 g per gummy, offered in pectin- or gelatin-based versions) and Xtra Creatine (1.5 g, pectin-based and vegan), unified under a tilted, diagonally cut shape the company calls Monolith.¹

SIRIO Europe cites regional data showing creatine gummy products grew 50% across Europe in the 12 months before January 2026, with the number of brands offering them up 48% over the same period, though gummies still represent only 3% of creatine products sold in Europe, compared with 7% in the United States and Canada.¹

For manufacturers, that gap is being read as headroom in an already fast-growing ingredient category.

What Does the Clinical Evidence Actually Say About Creatine?

Most of the clinical record behind creatine concerns monohydrate taken on its own, typically at maintenance doses of 3-5 g daily following a short loading phase. A safety record is what suppliers point to when calling creatine clinically validated. It is a separate question whether it extends to the higher single-ingredient doses and added-nutrient combinations now appearing in gummy formats, or to the cognitive and healthy-aging claims increasingly used to market creatine to non-athletes; no trial data specific to these combined formulations were identified for this article.

Why Did EU Regulators Decline a Cognitive-Function Health Claim for Creatine?

The distinction matters most in the European Union, where the European Food Safety Authority's Panel on Nutrition, Novel Foods and Food Allergens evaluated a proposed health claim linking creatine supplementation to improved cognitive function and, in a November 2024 opinion, concluded that the submitted evidence did not establish a cause-and-effect relationship.²

The opinion does not restrict creatine's sale or its established uses; it addresses only that specific claim. For manufacturers formulating gummies aimed at general wellness rather than athletic performance, the ruling is a reminder that a growing consumer market and an authorized health claim are not the same thing, and that positioning language for newer formats will need to stay within what regulators have actually accepted.

References

1. SIRIO Europe. SIRIO Europe launches Creatine+ as creatine moves from the sports aisle into everyday wellness. September 29, 2026. Accessed September 30, 2026. https://sirio-europe.com/news/sirio-europe-launches-creatine-as-creatine-moves-from-the-sports-aisle-into-everyday-wellness/

2. EFSA Panel on Nutrition, Novel Foods and Food Allergens (NDA). Creatine and improvement in cognitive function: evaluation of a health claim pursuant to Article 13(5) of Regulation (EC) No 1924/2006. EFSA J. 2024;22(11):e9100. doi:10.2903/j.efsa.2024.9100