The VMS category in the UK is growing fast as we work harder, focus longer and want to feel better, be healthy, juggle work, kids, and grand plans for the future with not enough time to do any of it. Our research found that whilst being healthy was important, consumers were confused about what exactly this meant and which products would be most personally effective. Growth in the category was predicted to come from 25-45 year olds in search of workable solutions to three everyday generational concerns: fatigue, low focus and lethargy.