EZZ and these ASX stocks ride China's growing kids supplement boom
Kids' vitamins boomed after Covid
Aussie supplement brands win big in China's wellness craze
EZZ surges with China sales, and expands into Southeast Asia
When Covid hit, parents across the globe scrambled for ways to keep their families healthy.
But while adults were downing zinc and elderberry by the handful, something else happened – children's supplements quietly exploded.
Early in the pandemic, the general view was that kids weren't at serious risk from Covid, so supplements for them weren't top of mind.
But when new variants started popping up like whack-a-moles and vaccines lagged for younger age groups, parental panic set in.
Suddenly, boosting kids' immunity became a front-line priority.
By mid-2022, the global children's supplements market was already 35% bigger than it was pre-pandemic.
Gummy vitamins led the charge (no surprise there), but liquids, chewables and powders also spiked; anything that could get past fussy taste buds.
And the momentum hasn't slowed. Analysts reckon the children's supplement market could be nearly 50% bigger by 2025 than it was before Covid hit.
Riding the wellness wave
Meanwhile, Aussie brands didn't just catch this wave, they were paddling out before the swell even formed, especially in China.
Post-Covid, 'Brand Australia' has become gold-standard stuff across Chinese households. Clean, safe, and trusted.
In a market where quality and safety matter more than ever, Aussie products walk in with halo lighting.
From baby formula to supplements, Aussie goods feel like peace of mind in a bottle for the Chinese consumer.
For instance, Blackmores, now delisted after its Kirin takeover in 2023, remains a major player in China, backed by its 'authentic Aussie wellness' reputation.
Another big Aussie brand, Swisse, continues to blend local ingredients with savvy storytelling, tapping into China's love of natural health.
Swisse's use of familiar ingredients like eucalyptus and tea tree, which are staples in traditional Chinese medicine, has helped the brand resonate with health-conscious parents.
EZZ builds momentum in China and Southeast Asia
But it's not just the big legacy names making traction in China.
A newer and smaller player, EZZ Life Science (ASX:EZZ), has also carved out a fast-growing niche.
Over 85% of EZZ's revenue now comes from China, where its children's supplements are tapping into a growing cultural pressure that's as much about wellbeing as it is about academic performance.
In recent years, healthy bone development has become part of the competitive parenting equation in China, and bone growth supplements are taking off.
EZZ's L-Lysine Growth Capsules and Bone Growth Chews 3.0, which feature ingredients like lysine, calcium, zinc, and vitamin D3, are formulated to support healthy bone development, according to their labels.
These two products have quietly become bestsellers on Chinese platforms like Tmall and JD.com, driven by parents looking for that extra edge in their child's growth journey.
In the first half of FY25, EZZ notched up a 40% lift in revenue and a threefold rise in pre-tax profit.
And while children's growth supplements have led the charge, EZZ's broader lineup – covering eye health, immune support, DHA chews, and minerals – continues to expand.
All of it is backed by TGA registrations, GMP standards, and growing reach into pharmacies and e-commerce alike.
Other ASX-listed players in the game
There are a couple more listed names riding the children-and-wellness trend:
Nutritional Growth Solutions (ASX:NGS), for instance, specialises in paediatric nutrition. Its clinically tested Healthy Heights milkshake is in US grocery chains and moving into APAC, including China.
Vita Life Sciences (ASX:VLS) formulates and sells vitamins, minerals, and superfood supplements across Asia-Pacific, including China, and caters to all age groups with brands like VitaHealth and Herbs of Gold.
These names, alongside EZZ, are part of a growing local cohort tapping into global demand for quality supplements.
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