Creatine Goes Mainstream: Why Australians Are Reaching for it Beyond the Gym
Announcement posted by Noumi 29 Oct 2026
Creatine has quietly become one of the biggest names in wellness for its support of muscle strength, everyday fitness and brain function. Today, Vital Strength, the Australian sports nutrition brand with more than 30 years of expertise in sports nutrition, has launched the new Creatine HCL into Chemist Warehouse stores nationally giving Aussies greater access to a scientifically-backed Creatine HCL formulation in a new convenient and dissolvable 2g daily dose format.
Australia is ranked 10th globally for its wellness economy, with a reported annual growth of 7.5% annually[1], with the mainstreaming of creatine beyond its traditional gym-goer audience one of the most significant shifts in the market heading into 2026.[2]
Advanced Sports Dietician, Lisa Middleton says that creatine is one of the most researched supplements that is now moving beyond sports nutrition and into mainstream wellness for brain health, functional fitness and ageing.
"We're seeing more Australians build creatine into their daily routine, not just for muscle building training programs. Creatine is increasingly being integrated into daily routines for ageing, supporting brain health, muscle strength for activities of daily living, and bone health," said Lisa Middleton, Advanced Sports Dietitian.
"The two biggest barriers that have kept people away from creatine are the traditional loading phase, and the grit and residue often left behind in a shaker. Creatine HCL removes both, so more people, at every level, can access the benefits of one of the most well-researched supplements available, whether that's for training, ageing or everyday cognitive support."
Once reserved for bodybuilders and elite athletes, creatine supplements are now attracting a much broader audience, from time-poor professionals to women and older Australians. Research[1] into creatine and women's health points to a roughly 120% jump in sales between 2021 and 2022 alone, as women increasingly explore creatine for mood, bone health and energy support, not just performance. At the same time, emerging science on brain health and ageing is drawing in a generation less interested in bulking up and more interested in staying sharp, strong and resilient as they get older.
Studies have also revealed that creatine benefit exercise performance in women and may improve mood and cognitive function and potentially alleviate symptoms of depression.1
More broadly, creatine monohydrate supplementation may have a positive effect on memory, decision making, attention time and information processing in adults.[2]
What's new with Vital Strength Creatine HCL
Vital Strength Creatine HCL gives people already exploring the creatine supplementation for training, brain health or energy support, a more concentrated, scientifically backed format.
It's 100% creatine hydrochloride, micronised for higher solubility, which is why it comes in a smaller 2g daily dose. This new format offers no loading phase and it dissolves quickly with no grit or residue, and it is unflavoured with zero calories, sugars or fillers - a genuinely clean addition to water, juice or a daily smoothie.
Taken as directed, Creatine HCL supports adenosine triphosphate (ATP) production for muscle energy (particularly for high intensity repeat efforts like the gym), supports muscle strength and may support brain function. Vital Strength Creatine HCL can be integrated into a daily fitness or wellness routine by being easily mixed into a juice or smoothie.
Creatine HCL is HASTA Certified, meaning every batch is independently, scientifically tested, giving competing athletes, and increasingly everyday consumers, confidence in what they're putting into their bodies.
Vital Strength Creatine HCL (200g, unflavoured) is available at Chemist Warehouse nationally from 26 September, RRP$47.99. Vital Strength 100% Creatine (450g, Raspberry Lemonade Flavoured) is available now at Chemist Warehouse, RRP$47.99.
For a pre-workout or morning energy boost, Vital Strength has developed a new smoothie recipe with the brand's latest Creatine HCL powder for a tropical, feel-good smoothie that rounds out the taste with creaminess.
Mango Vanilla Creatine HCL Smoothie
Ingredients:
- Vital Strength High Protein Vanilla (2 scoops) - 43g
- Vital Strength Creatine HCL - 2g
- Frozen mango, diced pieces - 150g
- Frozen banana, sliced - 80g
- Milk of choice (dairy or plant-based) - 1 cup
- Ground turmeric or cinnamon (optional) - 1 pinch
Method
- Add liquid first: Pour the milk into the blender first, this protects the blades and helps everything blend smoothly.
- Add fruit: Add the frozen mango and banana on top of the liquid.
- Add powders: Add the High Protein Vanilla and Creatine HCL last, so they sit on top of the fruit rather than clumping at the blade.
- Blend: Blend on high for 45-60 seconds until completely smooth, with no powder streaks or clumps remaining. If using larger mango chunks rather than small diced pieces, extend blending by an extra 15-20 seconds and check for remaining lumps before serving.
- Taste and adjust: Taste before serving. If any sourness from the creatine HCL is still noticeable, add the optional spice or an extra splash of mango/banana.
Vital Strength is a sports nutrition brand of leading Australian food and beverage company, Noumi.
To learn more about Vital Strength and Noumi, visit www.vitalstrength.com or www.noumi.com.au.
ENDS
References:
2 https://www.wallabywellness.com.au/blogs/news/australian-supplement-industry-statistics
3 https://pmc.ncbi.nlm.nih.gov/articles/PMC12086928/
4 https://pubmed.ncbi.nlm.nih.gov/39070254/
https://www.wallabywellness.com.au/blogs/news/australian-supplement-industry-statistics
https://www.nutritionaloutlook.com/view/sports-performance-healthy-aging-creatine
For more information, or to arrange an interview, contact Blue Planet Public Relations:
Maria Crema - maria.crema@blueplanetpr.com.au or +61 402 239 929
Sophie Blue - sophie.blue@blueplanetpr.com.au or +61 416 006 821
About Vital Strength
Vital Strength is an Australian sports nutrition brand under Noumi Limited, with more than 30 years of expertise in performance nutrition. Vital Strength Creatine HCL is available at Chemist Warehouse.
More about Noumi
Noumi (ASX: NOU) is a leading Australian FMCG company with a mission to create quality, on-trend, responsibly produced dairy and plant-based milks, nutritional products and ingredients used across the health and fitness industries. The Company operates manufacturing facilities in Victoria and NSW and produces key brands including the Milklab range of shelf-stable dairy and plant-based milks, Australia's Own, So Natural, Crankt, Vital Strength, UPROTEIN and PUREnFERRIN lactoferrin. https://noumi.com.au/
[1] https://pmc.ncbi.nlm.nih.gov/articles/PMC12086928/
[2] https://pubmed.ncbi.nlm.nih.gov/39070254/
https://www.wallabywellness.com.au/blogs/news/australian-supplement-industry-statistics
https://www.nutritionaloutlook.com/view/sports-performance-healthy-aging-creatine
[1] https://www.prnewswire.com/news-releases/the-global-wellness-institute-reveals-first-report-on-australias-wellness-economy-302529292.html
[2] https://www.wallabywellness.com.au/blogs/news/australian-supplement-industry-statistics