Creatine has broken out of the gym and into everyday wellness routines. In this webinar, we take a closer look at where the category stands today, with the latest consumer and market insights from FMCG Gurus and an overview of the newest scientific research on creatine's expanding benefits. We'll close by unveiling SIRIO's newest innovation: a ready-to-launch Creatine+ portfolio, designed for speed to market and for where the category is headed next.
Head of Research & Insight at FMCG Gurus
Mike Hughes is Head of Research and Insight and has over 17 years’ experience analysing consumer trends across the food, drink and supplement industry. Mike has a particular interest in challenging industry perceptions when it comes to assumptions around how consumers think and behave, as well as identifying new and evolving trends across markets.
Head of Product Management, Europe
Isabel Lucas is Head of Product Management for Europe at SIRIO Europe, where she leads regional product strategy and innovation across multiple health categories and dosage formats. She brings more than 20 years of experience in commercial strategy, product development, and innovation in the nutrition and consumer health industry, with a focus on turning scientific research and market insights into successful products. Isabel currently leads SIRIO's Creatine+ platform, expanding creatine beyond sports nutrition into cognitive health, women's health, and healthy aging.
Commercial Formulations Manager
Chris-Maré Agenbag is the Commercial Formulations Manager at SIRIO Europe, with more than a decade of experience in nutraceutical product development, market analysis, and consumer-led innovation. Drawing on a background in clinical pharmacology, she bridges scientific evidence, regulatory considerations, and commercial strategy to develop market-driven nutraceutical concepts. Working closely with R&D, commercial, and innovation teams, she translates emerging science and consumer insights into viable delivery formats and differentiated products for global brands.
