Creatine sales jumped 120 percent in the 52 weeks ending March 2023, according to SPINS data , and the new wave of customers driving that growth isn't the male gym crowd that built the supplement's reputation. It's women, many of them in their 30s, 40s and 50s, paying attention to research suggesting creatine may do more than support strength training. It may also support brain function, sleep and the muscle and bone changes that come with perimenopause and menopause.