By Redd Brown, Bloomberg News

Creatine is shedding its gym-bro reputation, unlocking lucrative new markets as women and older Americans get wise to the benefits of the long-stigmatized supplement. Sales are booming as a result.

As the COVID-19 pandemic put health and wellbeing front and center for many Americans, creatine started riding the same wave that pushed up demand for anything from high-protein food products and weight-loss drugs to an interest in weight lifting, among other lifestyle changes.

Vitamin- and supplement-seller GNC, which has over 4,000 locations across the US, has seen creatine sales surge 75% from 2020. “Creatine is now in more baskets than almost any other supplement we carry,” said Mark Butera, GNC’s vice president of merchandising.

Consumer demographics are ch

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