Pharmacies are clearly losing importance in the purchase of over-the-counter products, Windstar’s 2024 OTC study shows

This year’s results of our large-scale, recurring study on the purchasing behavior of over-the-counter healthcare products (OTC products) in Germany show that even though pharmacies remain one of the most popular purchasing channels for OTC products after drugstores, their decline in importance continues. Pharmacies had to cede buyer shares to drugstores, supermarkets and mail-order stores in the categories of baby and children’s health, stomach and digestion as well as rheumatism and muscles, among others. Pharmacies’ losses were particularly significant in the baby and children’s health category.

In contrast to bricks-and-mortar pharmacies, online sales channels have continued to gain in importance for purchasing OTC products: online pharmacies, full-range online stores and online stores specializing in health products gained in popularity among consumers. The popularity of mail-order drugstores remains unchanged.

Among the OTC product groups for self-medication, the upward trend in the wound care and stomach and digestion categories continued in 2024. The most popular OTC categories in Germany in 2024 are once again vitamins and minerals, followed by the cold and defense category.

The results of the survey also provide valuable information on what makes OTC shoppers tick these days: prevention-orientated, interested in health issues, online-savvy, sustainable.

A total of 1,015 consumers were surveyed about their health product purchases between 29 May and 4 June 2024. A detailed analysis of the survey findings can be sent to media outlets upon request.

Press Contact:

Charles Barker Corporate Communications GmbH
Dr. Tobias Anslinger, Hans Bielefeld
Fon 069/79 40 90 -41 / -44, windstar-cb@charlesbarker.de