Poles' spending on over-the-counter products is on the rise

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Poles' spending on over-the-counter products is on the rise

In 2023, just as in the previous year, 9 out of 10 Poles admitted to buying over-the-counter products. An analysis by the research firm PMR shows that this market is growing and will exceed 20 billion PLN in 2023. This growth is driven by the flu season, but also by a general trend toward health consciousness, according to PMR’s latest report, “The Over-the-Counter Market in Poland 2023: Market Analysis and Growth Forecasts for 2023–2028.”

Elections Amid Rising Prices

Over-the-counter (OTC) products are a strategic segment for many pharmaceutical manufacturers. Both OTC drugs and dietary supplements constitute an important part of their portfolios, which has a direct impact on the revenue they generate. In total, the over-the-counter market (as defined by PMR for the purposes of this report) will generate over 20 billion PLN in gross sales revenue in 2023. By far the strongest growth is occurring in the online segment, where it is easy to find various types of promotions—a factor that takes on particular significance in light of rising prices, including for over-the-counter products. It is worth noting that the growth trend in e-commerce sales is driven by increasingly widespread access to mobile internet, thanks in part to the development of 5G technology. Equally important is the development of traditional broadband, which is expanding its reach as more households gain access to fiber-optic internet, creating an increasingly favorable environment for online shopping.

Forecast: Poles’ spending on over-the-counter products is on the rise

According to PMR Forecasts, growth in the over-the-counter market will continue over the next five years. Factors positively influencing sales include increased health awareness and a greater focus on health, which is linked, among other things, to vitamin and mineral supplementation and leading an active lifestyle (which has a positive impact on sales of dietary supplements and nutrition products for athletes and physically active individuals). The market is also driven by sales of over-the-counter medications—in addition to vitamins and minerals, their growth is linked to limited access to doctors, which fuels the trend toward self-medication, amid rising health needs (the rise of lifestyle-related diseases such as obesity, mental health issues, and allergies).

Spontaneity When Shopping for Over-the-Counter Products

According to a PMR survey from July 2023, among the over-the-counter product groups covered by the survey, the most frequently impulse-purchased items are those in the hair, skin, and nails category, vitamins and minerals, and omega acids or fish oil—more than a quarter of purchases are made while shopping for other items. For these categories, therefore, efforts to attract attention at the point of sale will be most effective.

The over-the-counter product categories in which planned purchases are most common are urinary tract products, digestive products, and cold remedies. When using these products, there is a specific need (anticipated gastrointestinal issues, symptoms related to an infection) that must be met; therefore, patients often go to the store having already decided what to buy.

The five main categories of over-the-counter products that Poles frequently purchase on impulse in Poland (%), July 2023

	Spontaneous	Planned
Hair, Skin, Nails	29%	71%
Omega-3 fatty acids or fish oil	27%	73%
Vitamins and Minerals*	27%	73%
Magnesium	25%	75%
Vitamin D	23%	77%

* without magnesium and vitamin D

Explanation: A survey of a representative sample of adult Poles. Respondents were asked about their usual purchasing habits for a given category; n=91–754.

Source: PMR, 2023

Methodology:

The data presented here is taken from the PMR report: “The Over-the-Counter Market in Poland 2023. Market Analysis and Growth Forecasts for 2023–2028. The Impact of Inflation and the War in Ukraine on the Market,” for which, in July 2023, PMR conducted a consumer survey on a nationwide representative sample of 1,670 adult Poles, who were asked about their purchases in 2023 of at least one product from among 16 categories of over-the-counter products. A total of n=1,468 Poles responded to the set of questions regarding over-the-counter products. The survey was conducted using the CAWI (Computer-Assisted Web Interview) method.

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