Creatine went mainstream in 1992, when British Olympic gold medallists Linford Christie and Sally Gunnell were revealed to have used it ahead of their wins in Barcelona. More than three decades later, it’s still one of the most recognisable supplements around – and it’s now taken gold in the UK supplements podium.

Creatine has overtaken magnesium glycinate to become the UK’s most-searched supplement, while grocery sales have risen 81% year on year, according to IRI data. None of that is coming from bodybuilders alone.

Search interest, sales data and product launches all point the same way: creatine has become a mainstream habit, championed by menopausal women, office workers chasing focus and anyone over 50 trying to hang onto muscle.

We asked Nutravita’s in-house nutritionist John Lukey to explain the shift and whether there’s substance behind the trend. But first things first…

What is creatine?

Creatine is a compound the body produces naturally, made mostly in the liver and kidneys and stored largely in muscle tissue, where it helps regenerate the energy your muscles use during short, intense bursts of effort. It’s not synthetic and it’s not a steroid, despite the two often getting lumped together. “It’s a naturally occurring compound found in the body and in foods such as meat and fish,” says John. Supplementing simply tops up what your body already makes, giving muscles a larger reserve to draw on during training.

Why has creatine become so popular?

The answer, according to John, comes down to trust built over decades of research. “Creatine has gone mainstream because it’s one of the most researched supplements available, with benefits that extend beyond serious athletes,” he says. “As people look for simple, science-backed ways to support physical performance, active lifestyles, and maintaining strength as they get older, creatine has become a go-to choice.”

That reputation is doing a lot of the work commercially. Where wellness trends often ride on influencer hype and vanish within a season, creatine has decades of peer-reviewed research behind it, and its use case is expanding. The Protein Works Consumer Research 2026 survey of UK users found that while strength and exercise performance remain the top reason people take it, cognitive performance and focus is a growing motivator, cited by 23.6% of users aged 55 and over, more than double the rate among 25 to 35 year olds.

So, who can benefit from creatine?

The obvious question for anyone eyeing the supplement aisle is whether creatine is for them at all, or whether it’s a category best left to competitive lifters. John draws the line clearly.

“Creatine can benefit anyone, male or female, who exercises regularly, particularly those doing strength training or high-intensity sports. It can also help support muscle strength and function as we age, which has contributed to growing interest among those focused on healthy ageing.”

He’s careful not to oversell it. Creatine isn’t framed as essential for every gym-goer, just a useful addition for people who train with any consistency or want to preserve strength over the years. With PureGym reporting that around 13.2 million people in the UK, roughly 19% of the population, now hold a gym membership, that’s a sizeable pool of people for whom creatine could be useful.

Common myths about creatine

For all the research behind it, creatine still drags around a reputation problem, most of it inherited from its early years as a bodybuilding-only staple. John attributes most of this confusion to the “biggest” myth that creatine is a steroid. Another persistent misconception, he adds, is that creatine “is only for bodybuilders, when in reality it can benefit a wide range of active people.”

Then there’s the question of bloating, one of the more common concerns around creatine. But the science is a little more nuanced than the idea that it simply makes you puffy. Creatine can increase water stored in muscle cells, particularly in the early stages of supplementation, which can make muscles appear slightly fuller.

Gastrointestinal bloating is a separate issue. Some people do experience it, particularly with larger doses, but studies haven’t consistently found that creatine causes more gastrointestinal problems than a placebo.

“Many also worry about bloating, but any increase in water is primarily within the muscles, where creatine does its job. This can make muscles look slightly fuller, which some people see as an added benefit.”

Which form of creatine to buy

You can find a dozen variations on creatine, but simple is often best. “Creatine monohydrate remains the gold standard,” John says. “It’s the most researched form and offers excellent value without compromising on results.”

Combination products can have their own appeal if they pair creatine with ingredients that serve a different purpose, such as magnesium for normal muscle function or electrolytes to support hydration. But those additions don’t make the creatine itself more effective.

If you’re in the market for a creatine supplement, Nutravita’s Pure Creatine Monohydrate Powder is one option to consider – it contains just creatine monohydrate, with no flavourings or additional active ingredients, and one 3.5g scoop provides 3g of creatine. Plus, it’s relatively affordable for how much you get (£13.99 for 100 servings).

If you already want or need magnesium alongside your creatine, putting the two in one powder is convenient (one option here). If you don’t, there’s little reason to choose it over a monohydrate powder. Note that most brands will also offer creatine in tablet format (it’s all about personal preference).

How to take creatine

The dosing question tends to trip people up more than anything else about creatine, largely because of old-school loading protocols that suggested flooding your system with high doses in week one. John’s advice is far less demanding.

“The simplest approach is to take 3-5g daily, with consistency being more important than the time of day you take it. There’s no need to cycle on and off creatine, and it can be taken as part of a long-term routine.”

Loading still has a place for anyone in a hurry to top up their stores, but it isn’t a requirement. “A loading phase can help increase creatine stores more quickly, but it isn’t essential,”John notes. “Most people will achieve the same benefits within a few weeks by consistently taking the recommended daily amount.”