Who Buys Creatine Now? Puori Customer Data 2025 to 2026
Creatine was formulated for, tested on and marketed to young men who lift weights. Puori's customer data shows that the people buying it in 2026 look very different. This page publishes the figures behind Puori's September 2026 release on creatine buyers, with sample sizes, definitions and the exact survey questions, so that journalists, researchers and customers can check them.
The headline figures
- 63% of Puori's US customers who bought Creatine+ (C+) in the six months to Q2 2026 were women. The share was the same (63%) in Q1 2025.
- The share of Puori's female US customers who bought creatine rose from 16% to 29% between Q1 2025 and Q2 2026.
- Among customers aged 65 and over, the share buying creatine rose from 7% to 27%, the fastest growth of any age group. Among customers under 35 it rose from 19% to 38%.
- Creatine moved from Puori's fifth most purchased product among US customers to its second, behind only whey protein.
- Puori's US creatine unit sales for June to August 2026 were 127% higher than in the same months of 2025. The number of new customers whose first Puori order included creatine doubled between January and August 2026 compared with 2025.
Creatine buyers by gender and age
US Puori customers who reported buying at least one Puori product in the previous six months. Percentages are the share of each group who selected Creatine+.
| Group | Q1 2025 | Q2 2026 |
|---|---|---|
| All buyers | 17.5% (138 of 787) | 31.3% (258 of 824) |
| Women | 16.1% (87 of 542) | 28.7% (162 of 564) |
| Men | 21.6% (49 of 227) | 38.5% (94 of 244) |
| Under 35 | 19.0% (24 of 126) | 38.2% (29 of 76) |
| 35 to 49 | 19.0% (65 of 342) | 31.6% (98 of 310) |
| 50 to 64 | 18.5% (43 of 233) | 31.5% (93 of 295) |
| 65 and over | 7.0% (6 of 86) | 26.6% (38 of 143) |
| Share of creatine buyers who are women | 63.0% | 62.8% |
Women make up about 69% of Puori's US buyers in both surveys, so the 63% figure partly reflects who Puori's customers are. That is why the within-group figures matter: creatine buying rose among women and men alike, and rose most among the over-65s. Men remain more likely than women to buy creatine, at 38.5% against 28.7%.
US creatine sales
| Measure (Puori US online store) | 2025 | 2026 | Change |
|---|---|---|---|
| Creatine+ units sold, June to August | 1,935 | 4,392 | +127% |
| Creatine+ units sold, January to August | 4,027 | 10,423 | +159% |
| New customers whose first order included Creatine+, January to August | 1,485 | 3,062 | +106% |
Units are net of refunds and count each pouch or tub as one unit regardless of flavour or pack size. New customers are people placing their first ever order with Puori.
How the data was collected
Survey figures come from Puori's quarterly customer surveys, sent by email to Puori customers and run in SurveyMonkey. This page uses two waves: Q1 2025 (1,524 responses, of which 890 from the United States) and Q2 2026 (1,553 responses, 910 from the United States). Only US respondents are included. The buyer base is respondents who selected at least one Puori product in answer to the question "Which of the following Puori products have you purchased in the past six months?"; those who selected no product or "None of the above" are excluded (787 buyers in Q1 2025, 824 in Q2 2026).
Age comes from the question "How old are you?" (twelve bands, grouped here into under 35, 35 to 49, 50 to 64, and 65 and over). Gender comes from "What is your gender identity?"; respondents who chose "Prefer not to say" or a non-binary option, about 2% of buyers, are excluded from the gender rows but included everywhere else. The Q2 2026 under-35 group is small (76 respondents) and should be read as indicative.
Sales figures are from Puori's US Shopify store and exclude Amazon and retail. Respondents are Puori customers, not a sample of all supplement users, and the survey is voluntary, so the figures describe Puori's customer base rather than the market.
What other research says
A survey of 2,094 current and recent creatine users published in the journal Nutrients on 10 September 2026 (DOI 10.3390/nu18182960), run by the supplement-tracking platform SuppCo, found that women made up more than 60% of people who had used creatine for less than six months but only 20% of those who had used it for three years or more, and that women were more likely than men to cite healthy aging rather than athletic performance as their reason for use. The average age of respondents was about 53. Puori's data on who is buying points the same way; Puori has not measured its customers' reasons for taking creatine and makes no claim about them.
About Puori Creatine+
Creatine+ (C+) is Puori's creatine supplement. Creatine is one of the most studied supplements for physical performance and Puori positions C+ for everyday strength and training support. Every batch of every Puori product is third-party tested by the Clean Label Project for more than 200 contaminants, including heavy metals, pesticides and other environmental toxins, and the batch-level results are published. To check the results for a specific batch, scan the QR code on the pack or visit the C+ test results page.
Frequently asked questions
Does this data show that creatine works differently for women or older adults?
No. It shows who is buying creatine from Puori, not how it affects them. The performance evidence for creatine comes from clinical studies, not from purchase data. Anyone considering a supplement should speak to a healthcare professional, especially if they take medication or have a medical condition.
Why publish customer data?
Because claims about who uses supplements are usually made without numbers. Puori publishes the sample sizes, the questions asked and the exclusions so the figures can be checked and quoted accurately.
Can I cite or reuse these figures?
Yes, with attribution to Puori and a link to this page. Please quote the period, the market (US) and the sample size alongside any percentage. For interview requests, contact press@puori.com.
Will this page be updated?
Yes. Puori runs the customer survey every quarter; this page will be updated when the Q3 2026 wave is analysed, with the date of the last update shown at the top of the page.
Last updated: September 14 2026. Figures are indicative and were recomputed against final definitions on September 14 2026.
