Hunter & Gather launches Creatine for women

Hunter & Gather, the British ancestral-nutrition brand founded by Amy Moring and Jeff Webster, has launched a creatine supplement aimed at women rather than the gym-floor audience that has defined the category for decades.

Available from 10 June at £25 for a 168g tub, the product pairs 5g of creatine monohydrate with marine magnesium in a single daily serving.

What's in it

Creatine is helps fuel the energy systems used by both muscle and brain. Each 6g serving delivers 5g of creatine monohydrate plus marine magnesium, a mineral linked to energy, muscle and nervous-system function, and mental wellbeing.

There are no added sugars, syrups, or fillers. The brand describes the powder as super-soluble and neutral in taste — designed to dissolve into water, electrolytes, smoothies, protein shakes, or coffee without grit. It is third-party tested for purity by Light Labs.

Why it matters

Creatine is one of the fastest-moving stories in supplements, and women are driving a lot of its growth.

In the US, women now account for roughly 30% of creatine buyers at retailer GNC, up from 18% in 2020, according to figures reported by Bloomberg — a clear sign the category is broadening beyond its traditional male base. UK-specific sales data is thinner, but market researchers forecast the British creatine market to grow at roughly 13–14% annually through 2030, with the cognition-and-ageing use case Hunter & Gather is targeting cited as a key driver.

That shift rewards brands that can credibly speak to a non-athlete buyer. The challenge is that creatine's core ingredient is undifferentiated and inexpensive, so the contest is won on formulation, branding, and trust rather than the molecule itself.

Hunter & Gather Creatine is on available via the brand's website.