UK Creatine Search Demand Surges: What It Means for Myprotein Proprietor THG
Manchester leads UK creatine search demand at 343.51 searches per 100,000 residents, the identical metropolis that’s residence to THG plc (LSE: THG), proprietor of sports activities vitamin retailer Myprotein.
Manchester leads UK creatine searches
A brand new evaluation of Google search information throughout 50 of the UK’s largest cities, carried out by Kollo Health, exhibits Manchester recording the very best per-capita creatine search curiosity within the nation, 2.8 occasions the 50-city common of 121.72 searches per 100,000 residents.
– Advertisement –
| Rank | City | Avg. Monthly Searches | Population (2026) | Searches per 100,000 |
|---|---|---|---|---|
| 1 | Manchester | 2,080 | 605,521 | 343.51 |
| 2 | Plymouth | 880 | 274,104 | 321.05 |
| 3 | Newcastle upon Tyne | 900 | 328,349 | 274.10 |
| 4 | Birmingham | 3,080 | 1,199,447 | 256.79 |
| 5 | Bristol | 1,290 | 504,401 | 255.75 |
| 6 | Glasgow | 1,630 | 663,221 | 245.77 |
| 7 | London | 22,260 | 9,188,200 | 242.27 |
| 8 | Edinburgh | 1,090 | 540,101 | 201.81 |
| 9 | Brighton and Hove | 510 | 285,339 | 178.73 |
| 10 | Leeds | 1,520 | 860,894 | 176.56 |
London generates the most important uncooked search quantity, 22,260 a month, 47.6% of the nationwide whole, however ranks seventh as soon as adjusted for its 9.19 million residents. The high 10 cities account for 75.4% of all creatine searches nationally.
Where THG suits in
THG plc trades on the London Stock Exchange underneath the ticker THG and is headquartered at Manchester Airport, the identical metropolis topping the creatine search rankings. Its vitamin division is constructed round Myprotein, which the corporate describes as “the world’s largest online sports nutrition brand.”
In the six months to 30 June 2026, group earnings rose 5.8% to £828.7 million (7.2% on a seamless constant-currency foundation), and adjusted EBITDA climbed 78% to £42.8 million from £24.0 million a 12 months earlier. Myprotein gross sales rose 57% to £58.5 million, up from £37.2 million, whereas the group’s pretax loss narrowed to £36.3 million from £66.7 million. Chief govt Matthew Moulding credited the finished Myprotein rebrand and growth into higher-margin classes resembling licensing and activewear. THG shares fell 8.5% to 29.00p on the day the outcomes had been printed.
For full-year 2025, THG reported a 2.3% revenue increase to £1.72 billion and an working revenue of £8.1 million, reversing a prior-year loss, with adjusted EBITDA of £76.6 million (4.5% of earnings).
Myprotein has additionally expanded into retail: THG signed a licensing settlement with Greencore Group to carry Myprotein-branded protein-enriched meals gadgets into Sainsbury’s shops. Frasers Group, led by Mike Ashley, raised its stake in THG to 10.9% in March 2025, price near £50 million on the time.
THG’s market capitalisation has stood at a bit over £500 million by means of 2026, with shares mostly trading within the excessive 20s to low 30s pence vary and a 52-week vary of roughly 23.82p to 52.55p. Analyst commentary has flagged Myprotein’s pricing on core protein merchandise as a potential driver of additional market share beneficial properties.
Search demand information doesn’t predict share efficiency. It is another information level for buyers monitoring THG or the broader UK sports activities vitamin sector.
Women-focused creatine search demand
Women-focused creatine searches account for 18.3% of all queries throughout the 50 cities studied, with “creatine for ladies” the second most searched key phrase nationally.
| Rank | City | Women-Focused Monthly Searches | Population (2026) | Searches per 100,000 |
|---|---|---|---|---|
| 1 | Plymouth | 190 | 274,104 | 69.32 |
| 2 | Manchester | 400 | 605,521 | 66.06 |
| 3 | Newcastle upon Tyne | 170 | 328,349 | 51.77 |
| 4 | Bristol | 250 | 504,401 | 49.56 |
| 5 | Glasgow | 310 | 663,221 | 46.74 |
| 6 | London | 4,160 | 9,188,200 | 45.28 |
| 7 | Brighton and Hove | 110 | 285,339 | 38.55 |
| 8 | Birmingham | 460 | 1,199,447 | 38.35 |
| 9 | Edinburgh | 200 | 540,101 | 37.03 |
| 10 | Leeds | 250 | 860,894 | 29.04 |
Across the 50 cities, 8,580 month-to-month searches span the three women-focused key phrases tracked.
Regional hole: Manchester vs Barnet
Barnet information the bottom per-capita creatine curiosity of the 50 cities studied, 31.60 searches per 100,000 residents, 10.9 occasions decrease than Manchester’s charge. Of the 50 cities, 29 fall under the 50-city common of 121.72. Bromley (32.59), Wigan (37.09), Rotherham (39.30) and Nottingham (44.75) additionally sit close to the underside of the desk.
Product combine: creatine monohydrate dominates
Of 46,760 whole month-to-month searches recorded throughout all 50 cities, “creatine monohydrate” accounts for 20,450, 43.7% of the entire, the dominant product format looked for and a core SKU throughout the UK sports activities vitamin retail market, Myprotein included. “Creatine for ladies” generates 5,180 month-to-month searches (11.1%), the second hottest particular person key phrase, adopted by “creatine powder” at 3,430 (7.3%) and “creatine dietary supplements” at 3,250 (7.0%).
The “creatine monohydrate” whole right here (20,450) differs barely from a associated hydration-focused examine utilizing the identical key phrase set (21,070). Kollo Health attributes variances of this type to variations in extraction dates, since Google Keyword Planner information is rounded and may shift barely between pulls.
Methodology
The examine analysed search behaviour throughout 50 of the UK’s most populated cities. Eleven creatine-related key phrases had been queried utilizing Google Keyword Planner to acquire common month-to-month search volumes per metropolis: finest creatine, finest creatine for females, finest creatine for ladies, finest really useful creatine, finest working creatine, creatine for ladies, creatine monohydrate, creatine powder, creatine dietary supplements, most really useful creatine, and high ranked creatine.
All key phrase volumes had been summed per metropolis to create a Raw Creatine Interest Score, then normalised utilizing 2026 inhabitants estimates from World Population Review by dividing by metropolis inhabitants and multiplying by 100,000, producing a Searches per 100,000 Residents determine. Cities had been ranked by this per-capita rating.
Women-focused curiosity was calculated by isolating three key phrases: “finest creatine for females,” “finest creatine for ladies,” and “creatine for ladies.” The gender of the searcher can’t be decided from key phrase information alone; searches for women-focused phrases could also be carried out by companions, trainers or others researching on another person’s behalf.
The 50-city listing contains a number of London boroughs (Barnet, Bromley, Croydon, Bexley, Hounslow, Sutton, Harrow) handled as separate geographic models, in step with how Google Keyword Planner stories location-level information; these will not be aggregated into the London whole, although some overlap between borough-level and London-wide figures is feasible.
This evaluation is a single snapshot of common month-to-month search volumes as reported by Google Keyword Planner on the time of knowledge assortment, and doesn’t embrace historic pattern information. Search volumes are rounded estimates and will differ barely between extraction dates.
