Creatine Sheds Gym-Bro Image as Women and Seniors Drive Sales

The transformation occurred in just 15 months. Between early 2025 and mid-2026, the share of Puori’s female customers purchasing creatine jumped from 16% to 29%. Even more striking is the surge among older adults, where the segment grew from 7% to 27%. These figures mirror findings recently published in the journal Nutrients, which suggest that for many women, the motivation for supplementation has shifted from athletic performance to healthy aging.

Sales metrics confirm the trend: Puori’s unit sales for the supplement more than doubled year-over-year between June and August 2026. CEO Oliver Amdrup-Chamby attributes the disconnect to an industry still clinging to outdated marketing. According to Amdrup-Chamby, legacy brands continue to package products for 25-year-old athletes, ignoring the reality that their primary audience now seeks transparency and clear, actionable health guidance. In response, Puori is doubling down on third-party testing, providing batch-level verification to meet the demands of this evolving market.