According to data presented in PMR’s latest report, “Online Retail of OTC Products in Poland 2019. Market Analysis and Growth Forecasts for 2019–2024,” online sales of OTC products (over-the-counter medications, dietary supplements, and dermocosmetics) already totaled nearly 1.3 billion PLN in 2018. The analysis covers sales from both online pharmacies and online retailers.

By 2024, the online market for OTC products will double

According to estimates presented in the report, sales of medications, dietary supplements, and dermocosmetics in online pharmacies, as well as sales of supplements and dermocosmetics in online stores, have grown by one-fifth annually over the past two years. As a result, the market has already reached a value of nearly 1.3 billion PLN. In the coming years, growth will gradually slow down, primarily due to market saturation. Despite this, the market value in 2018 will be more than twice as large by 2024.

The market will be positively influenced by the optimization of websites and purchasing procedures, increased access to smartphones, Poles’ tendency to save (the increase in disposable income is not high enough to bring about a change in behavior in this regard), as well as growing interest in and use of online channels among the oldest age group in Poland. Changes in Poles’ behavior—such as the increasing number of people participating in sports—will positively impact sales of sports nutrition products, for which the internet is an important distribution channel.

Strong growth in household consumption, a healthy labor market, and an increase in disposable income (further boosted by the “Family 500+” program) will also contribute to a significant increase in the value of the pharmacy and online retail market in Poland. At the same time, over the forecast horizon, a gradual slowdown in the growth rate of consumption and wages, stabilization of unemployment, and a decline in the population and the number of employed persons are expected, which will also slow the growth rate of the market’s value.

Brick-and-mortar pharmacies remain the primary place to buy OTC medications

Eight out of ten adult Poles purchased at least one over-the-counter (OTC) medication in 2018. As always, brick-and-mortar pharmacies remain the primary place to buy OTC medications (chosen by about 90% of people). Pharmacies are also the primary place to buy dermocosmetics and dietary supplements. For the latter two types of OTC products, purchases through other sales channels occur slightly more frequently than for medications. This is understandable, since only the sale of OTC medications is strictly limited to the list of substances approved for over-the-counter sale.

Between 2016 and 2018, the percentage of respondents who admitted to purchasing medication from an online pharmacy increased significantly (to 19%), reflecting sales trends—the market’s value is growing by several dozen percent annually. A slightly higher percentage of Poles also buy medications through online auction sites (currently 4%) and at drugstores (14%). Online auction sites are also platforms where online pharmacies operate, recording very high sales growth. Drugstore chains, on the other hand, have already gone through a period of very rapid expansion in the number of locations and are now focusing on organic growth, for example, by expanding their product offerings.

Hume’s Institute stands for knowledge. PMR Market Experts stands for experience. When we join forces, you gain a competitive edge. See how we can support your business.

Hume’s Institute stands for knowledge. PMR Market Experts stands for experience. When we join forces, you gain a competitive edge. See how we can support your business.

Justyna Zagórska

Senior Market Analyst

Industry Report

Pharma & Healthcare

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