Brain, joint, maternal health…EZZ launches new products to fulfill market market gap

By Tingmin Koe

- Last updated on GMT

EZZ Incontinence Relief is particularly popular among new Chinese mothers as part of their postnatal care regime, according to the firm. ©EZZ Life Science
EZZ Incontinence Relief is particularly popular among new Chinese mothers as part of their postnatal care regime, according to the firm. ©EZZ Life Science

Related tags EZZ Cognitive health Australia

EZZ has launched five new products ranging from brain to joint and maternal health based on consumer demand coming from major markets such as China.

The five new products are namely EZZ Incontinence Relief, EZZ Joint Energy Boost, EZZ Brain Focus Superblend, EZZ High Strength DHA, and EZZ Luminescent Beauty Tablets.

These products target a variety of different markets and age groups, from children to the elderly.

For instance, EZZ Brain Focus Superblend is a children’s supplement to support brain function and eye health using DHA, while EZZ High Strength DHA was designed for foetal brain development using DHA from the Schizochytrium ​microalgae species.

EZZ Luminescent Beauty, on the other hand, targets skin repair and collagen formation using glutathione, nicotinamide, rosehip, and tomato extract, specifically that of Lycopersicon esculentum.

“As consumer sentiment shifts further towards health following the COVID-19 pandemic, we’ve seen gaps in the market to meet these growing demands, particularly across China.

“As the business grows, EZZ has drawn upon its deep consumer insights, enabling us to keep up with changing demographics and consumer trends, whilst addressing gaps in the market,” ​Glenn Cross, chair, EZZ Life Science Holdings told NutraIngredients-Asia.

Out of the new products, the EZZ Incontinence Relief was particularly popular among new Chinese mothers as part of their postnatal care regime.

“This is demonstrated through the launch of EZZ Incontinence Relief, which has already seen over $500,000 in sales within the first month of its release in December,” ​Cross said.  

China performance

In its latest financial report, the company said its cash receipts from received from customers totalled AUD$8.6m (US$5.9m), a 132 per cent increase yoy. 

In particular, the company reported a strong performance in China’s annual Double 11 Shopping Festival last year, where sales grew eight-fold as compared to year 2021 to hit a new record of AUD$2.56 m (US$1.76m).

According to Cross, its EZZ Bone Growth Chews was the SKU that brought in the most sales. The product contains lysine and vitamin D to support calcium absorption.

“The driving force behind these sales was the growing popularity of our hero product, EZZ Bone Growth Chews, which continues to be our top-performer. On top of that, we have also seen significant growth in other products across the EZZ range.”

Other key growth factors included partnerships with Alibaba's Tmall Global and Douyin, China’s version of TikTok, he said.

On the other hand, the company believes that China’s opening of its borders would drive tourism and retail growth, in turn offer “a significant opportunity” ​for the company within the Australian market.

At the same time, it hopes to take part in more trade shows in China. Last year, it exhibited at PharmChina Shanghai.

“With the easing of COVID-19 restrictions, we see opportunities to further engage in industry events in China and look forward to doing so over the coming months.”

Entry to SEA

Aside from China, EZZ plans to enter the South East Asia market – which it said has a rapidly growing e-commerce sector and infrastructure, as well as a booming population.

In fact, the company noticed that the SEA consumers have similar purchasing patterns to those from China.

“The company sees significant potential in the SEA region, as consumer preferences in some markets within SEA show a number of similarities to those in China.

“Like many consumers in China, we are seeing SEA consumers become increasingly focused on their health and wellbeing and demanding more choice in the products available to them.

“As SEA’s e-commerce infrastructure develops rapidly and online retail grows, we see significant opportunities to expand into the region with our leading health and wellbeing products,” ​Cross said.

Related news

Show more

Related products

show more

Krill oil supports six key areas of healthy aging

Krill oil supports six key areas of healthy aging

Content provided by Aker BioMarine | 26-Feb-2024 | White Paper

The global population is getting older—according to WHO by 2050 the world’s population over 60 years will double and the population above 80 years will...

Nootropics Report 2.0: Brain Health Insights

Nootropics Report 2.0: Brain Health Insights

Content provided by dsm-firmenich | 22-Feb-2024 | Insight Guide

The brain health market is constantly growing and evolving, with more consumers looking for innovative ways to support total mind and body wellness.

Revolutionizing Brain Health with BioKesum®

Revolutionizing Brain Health with BioKesum®

Content provided by Biotropics Malaysia | 20-Feb-2024 | Data Sheet

Revitalize the nootropic industry with new clinically proven herbal extract from Kesum leaves shown to improve executive memory, mood and brain markers...

Follow us


View more


Nutra Champions Podcast

Nutra Champions Podcast