According to a Grant Thornton report earlier this year, ‘Increased numbers of individuals are taking a proactive approach to their health, and the wellbeing trend is sweeping the nation.’

The purchasing decision – Younger consumers are using VMS to self-treat symptoms or as part of fitness plans whilst older generations use VMS to avoid sickness and the development of chronic health conditions.

Demographic segmentation – Male VMS represents the smallest segment of the market but experienced the fastest growth in 2016. Older generations, whose concerns around muscle waste and maintenance of healthy joints, is also positively impacting growth.

New product development has led to an increase in innovative delivery formats, helping brands stand out and broadening the category to include children and teenagers.