Qura Creatine, a challenger ingredient brand offering a unique combination of ultra-purity, solubility and transparency, is promising a “long overdue” alternative in the market for premium creatine monohydrate.

As well as rapidly growing, the global creatine supplements market is diversifying. In addition to traditional benefits for performance, creatine consumers are now targeting areas like brain health, cognition and women’s health, and seeking modern product formats.

But despite its increasingly broad customer base, the B2B market for premium creatine is currently dominated by a single player. For many years brands and formulators seeking high-purity creatine monohydrate backed by comprehensive documentation had to rely on a well known German supplier.

The launch of Qura Creatine, a next generation creatine monohydrate, is set to disrupt this status quo. It promises not just a credible alternative to the current market leader, reducing risks resulting from supply shortages, but also a step change in the category.

Designed for brands seeking to exceed consumer expectations and offer innovative new formats, Qura Creatine is built on three pillars:

• Ultra-purity: Qura Creatine offers the highest purity currently available on the market (>99.95 % as supported by independent verification).
• Transparency: Each batch is fully traceable and independently tested in the EU and USA to support safety, provide anti-doping assurance, and meet global regulatory requirements.
• Solubility: Modern creatine delivery systems like stick packs and beverages require high solubility. Unlike traditional creatine monohydrate products, Qura Creatine is specially engineered for excellent solubility and rapid dispersion.

Michael Hekking, Co-Founder of Qura Creatine, said: “With demand for high-quality creatine rocketing and consumers crying out for innovative new products, it’s unsustainable for the market to be a near-monopoly. Qura Creatine will introduce long overdue choice in a segment that has been static for too long, reducing the risk of supply being unable to keep up with demand. But more than that, its combination of purity, effortless solubility, transparency and independent verification represents an evolutionary leap forward in the category. We’re going to redefine what ‘premium creatine’ truly means.”

Qura Creatine is carefully designed to meet the parameters required for modern manufacturing. In controlled internal testing (available to view at https://tinyurl.com/yx7urvy4) it has demonstrated faster dispersion than a leading premium creatine. Grit and bitter aftertaste have been eliminated, and its mesh size makes it ideal for multiple formats, including sachets as well as tablets and capsules.

Michael Hekking, Co-Founder of Qura Creatine, added: “In today’s creatine monohydrate market, where consumers want greater choice and brands are moving towards new formats, purity alone is not enough. The future of the category has to be about innovation and demonstrable utility: we’re focusing on how creatine actually performs. As well as offering formulators the quality, scientific substantiation and transparency they now expect, Qura Creatine is specially engineered for the next generation of creatine formats.”

Qura Creatine is produced and co-packed in FSSC 22000 and IFS-certified facilities, and is vegan, kosher and halal-compliant. It will be showcased at Vitafoods Europe in Barcelona.

The demand for low- and no-alcohol drinks is on the rise as consumers increasingly seek healthier alternatives and choose sobriety to better enjoy their social moments. The increase in demand for these beverages during the Christmas season is particularly noteworthy, as it highlights the growing acceptance in a time when drinking is considered part of culture. Aligning with these new developments, a survey showed that 45 % of consumers sometimes or regularly drink low or no-alcohol beverages^*. As such, the alcohol avoidance trend is expected to continue in the UK during the festive season, according to GlobalData, a leading data and analytics company.

According to GlobalData, the “alcohol avoidance trend” is expected to drive the UK non-alcoholic beverage market over a £500 million category in 2024, representing a double-digit growth from the previous year. The no- and low-alcohol beer market in the UK is projected to grow by 15 %.

George Shaw, Beverage Analyst at GlobalData, comments: “The moderation movement has led to the creation of alcohol-free alternatives and increased competition in the soft beverage market. In the UK, Almave Bianco, introduced by Lewis Hamilton’s Almave, represents a significant step in the non-alcoholic spirits market of growing demand for high-quality non-alcoholic beverages that mimic traditional spirits.

“The association with Lewis Hamilton brings aspirational branding and credibility, resonating with fans of the sport and lifestyle. This targets health-conscious consumers and those embracing the sober-curious movement, especially Gen Z and Millennials seeking alcohol-free alternatives for social occasions.”

Cornish craft brewer Firebrand introduced Little Wave, its first non-alcoholic lager, designed to deliver a smooth, clean profile while maintaining the quality and craft part of its traditional offerings. This appeals to consumers seeking alternatives for social drinking while reducing their alcohol intake, aligning with the mindful drinking trend.

Shaw adds: “According to GlobalData Q3 UK Consumer Survey^*, it is evident that the demand for low and no-alcohol drinks is prominent. This indicates a significant shift in consumer preferences towards healthier options. The change is likely driven by a combination of factors, including health consciousness, the desire for more inclusive social experiences, and the availability of high-quality options in the market.”

Tesco has also reported strong performance in the no- and low-alcohol beers segment, with a 20 % year-on-year increase in sales of those drinks in multi-pack sizes and a 15 % surge in demand during the four weeks leading up to Christmas.

According to the GlobalData Q3 UK Consumer Survey, 77 % of UK consumers consider how a product or service impacts their health and well-being to be of somewhat, often, or always influence. By incorporating this insight into their marketing strategies and product development, alcohol brands can better position themselves to meet the evolving demands of consumers and capitalize on the growing market for low and no-alcohol drinks.

Shaw concludes: “The rise in demand for low and no-alcohol drinks is a significant trend that alcohol brands cannot ignore. With consumers increasingly opting for healthier alternatives and prioritizing their health and wellbeing, it is crucial for brands to adapt and provide options that cater to these changing preferences.”

^*GlobalData’s UK Q3 2024 Consumer Survey was conducted with 505 participants

Food and beverage companies are targeting Asia’s lucrative electronic games (egames) market by rolling out customised functional products and sponsoring esports events in collaboration with leading game developers. Opportunities are rife for such products in China, which by itself is a $ 50 billion-plus market for mobile, personal computer, console, and cloud gaming software, as well as other booming Asian markets, such as Japan, and South Korea, according to GlobalData, a leading data and analytics company.

Tim Hill, Key Account Director at GlobalData Singapore, comments: “During extended gaming sessions, egamers are prone to consume snacks and drinks to quell hunger pangs, stay hydrated, and thereby play uninterrupted. Food and beverage makers are rolling out premium products targeting this high-spending cohort of avid gamers to cash in on the popularity of gaming. Companies are customising the recipes with ingredients that boost stamina and mental alertness to allow egamers to extend their sessions and improve their performance. Additionally, they are personalizing offerings for egamer cohorts of different genders, ages, and geographic regions. This personalisation feature can appeal to 57 % of Asian consumers whose product choices are often or always influenced by how well the product/service is tailored to my needs and personality^**.”

Bobby Verghese, Consumer Analyst at GlobalData, notes: “Among beverage categories, energy drinks presently dominate the gaming world. Recent product launches targeting avid gamers include Coca-Cola’s Thums Up Charged energy drink unveiled in Vietnam and Cambodia, and Beat The World’s G-Beat energy drink and computer manufacturer Acer’s PredatorShot in Thailand. Coca-Cola claims that Thums Up Charged is infused with vitamin B3, caffeine, and zinc to boost energy. According to the manufacturer, G-Beat is made with natural caffeine and without white sugar and fortified with vitamins A and B to support eyesight and brain functioning. Acer claims that PredatorShot is fortified with vitamin A to boost gamers’ eyesight.”

Hill continues: “Companies are also collaborating with top game developers to launch co-branded products and packaging. For instance, Coca-Cola unveiled a limited-edition Coca-Cola Ultimate Zero Sugar with a special flavour inspired by Riot Games’ hit game, League of Legends. Other recent examples include Mister Potato’s special edition pack for the game, Mobile Legends: Bang; and ZUS Coffee’s limited-edition drink, Velvet Crème Poring Latté, with the theme of the popular mobile game, Ragnarok Origin. Within the foodservice sector, notable examples of egames collaborations include Pizza Hut and Domino’s Pizza, Hut which rolled out special campaigns in Malaysia in collaboration with a popular mobile game, Genshin Impact.”

^*GlobalData Technology Intelligence Center ­– Market Analyzers, accessed in September 2023
^**GlobalData Q2 2023 Consumer Survey – Asia & Australasia, with 6,438 respondents, published in May 2023