EZZ Life Science and the Aussie contenders chasing America’s wellness craze

• Wellness turns trillion-dollar and unstoppable
• ASX-listed EZZ rides the US wellness wave with EZZDAY
• Aussie health brands muscle into America’s self-care boom

Around the world, people aren’t just looking to survive anymore; they want to feel good, look good, and live well.

That shift has turned “wellness” from a side hobby into a global economic force.

What used to mean yoga mats and vitamin gummies is now a multi-trillion-dollar movement spanning everything from functional nutrition to beauty tech, and mental health.

This market is indeed one of the most dynamic growth stories of the decade.

The Global Wellness Institute (GWI) calls it “a mirror of modern society’s priorities”. McKinsey calls it “a consumer revolution”.

According to GWI, the global wellness economy hit US$6.3 trillion in 2023, and is on track to reach US$9 trillion by 2028.

And within that grand number, the United States stands out. Its wellness economy is now pegged at about US$2 trillion, representing nearly one-third of global wellness spending.

China comes second at US$870 billion, followed by Germany, Japan and the UK.

“The United States continues to lead the global wellness economy, not only by its size and per-capita spending, but also by its resilience and growth,” said GWI senior research fellows, Katherine Johnston and Ophelia Yeung.

Even more striking, American wellness spending has grown 8.3% a year since 2019, outpacing the country’s broader economy.

Consumers there now spend over US$6,000 per person per year on wellness, which accounts for 7.4% of the US economy.

So what’s driving this explosion?

It’s not just post-pandemic recovery or fitness trends.

According to McKinsey & Company’s 2025 Future of Wellness report, millennials and Gen Z are rewriting the rulebook.

These generations are shifting wellness from aspirational to everyday.

They’re not just buying supplements; they’re investing in functional snacks, wearables, red-light masks, and mindfulness apps.

They view wellness through the same lens as financial security – something to build, optimise, and sustain.

Add in an ageing population, smarter technology, and consumers with more disposable income, and you get a perfect storm for growth.

In short, wellness isn’t just cyclical. It’s become structural.

McKinsey said the consumer wellness market is led by six key areas: mental health, beauty, healthy ageing, fitness, nutrition, and sleep.

Timing the market just right

That brings us to EZZ Life Science (ASX:EZZ), an Aussie company that’s reading the wellness wave with sharp precision.

In 2025, EZZ launched EZZDAY, its dedicated US wellness brand featuring FDA-registered products and a direct-to-consumer e-commerce platform.

For EZZ, EZZDAY is a gateway into the world’s largest wellness market, the epicentre of global wellness spending.

And that market is shifting fast toward science-backed, clean-label, and digitally native brands, exactly where EZZDAY fits.

The company described it best in its own update:

“The year was marked by several significant milestones. Most notably, the successful launch of EZZDAY, our dedicated US brand, featuring FDA-registered products and a direct-to-consumer e-commerce platform.

“This strategic expansion into the world’s largest health and wellness market represents a step change in our global ambitions.”

The EZZDAY range includes “clinically-inspired formulas made in the United States” that are FDA-registered and designed to target everyday wellness needs – from gut health and detox to anti-ageing and immunity.

What to expect next?

EZZ Life Science has essentially laid out four key priorities for FY26.

“Scaling the EZZDAY brand in the United States, delivering on Southeast Asian distribution agreements, expanding pharmacy penetration in Australia, and launching targeted, science-backed products that meet emerging consumer needs.”

Those are not vague goals, they’re sequenced priorities that blend global ambition with regional focus.

While the US expansion is headline-worthy, EZZ isn’t losing sight of its Australian roots.

The company plans to grow in Australia by acquiring strong, complementary supplement brands that can add value and support long-term growth.

This two-speed strategy gives EZZ the flexibility to scale without overreach.

Other ASX-listed companies riding the wellness wave

EZZ isn’t the only Aussie name chasing the global wellness boom.

A few others have also started planting flags overseas, particularly in the US, where wellness spending has become a cultural obsession.

One of them is Elixinol Global (ASX:EXL), a long-time player in hemp-based nutrition and skincare. The company already runs operations in the US through Elixinol USA, selling plant-derived supplements and skincare products. More recently, it’s been expanding its reach through its acquisition of The Healthy Chef brand, a move the company says will fast-track its entry into the booming US wellness sector.

Another name worth mentioning is Nutritional Growth Solutions (ASX:NGS), a company originally focused on children’s nutrition but now expanding into broader wellness categories. Earlier this year, NGS signed an exclusive partnership to bring The Healthy Chef range into the US and Canada, giving it a foothold in one of the fastest-growing wellness markets in the world.

Then there’s Wellnex Life (ASX:WNX), best known for its over-the-counter health and wellness products found in Australian pharmacies. While the company hasn’t yet rolled out a full-blown US campaign, it’s been clear about its global ambitions. Wellnex has hinted at expanding beyond Australia through new partnerships and listings that could give it access to bigger international audiences hungry for functional, science-backed nutrition.

This story does not constitute financial product advice. You should consider obtaining independent advice before making any financial decision.

At Stockhead we tell it like it is. While EZZ Life Science is a Stockhead advertiser, it did not sponsor this article.