Over-the-counter medicines: e-commerce grows but does not break through, Italians go to the pharmacy
Nearly 292 million non-prescription packages purchased in 2025 (-1.5%) with a total expenditure of 3.2 billion (+2.8%)
In 2025, almost 292 million packs of non-prescription drugs were dispensed (-1.5%) with a total expenditure of 3.2 billion (+2.8%). These are the elaborations of Assosalute-Federchimica on New Line-Market Research data, according to which "the sales trend is affected by seasonality and the incidence of respiratory syndromes, with peaks during the flu season and significant drops in the summer months".
These dynamics particularly affected respiratory drugs, which represent the market's first therapeutic class (36% in volume and 34% in value). This class, in contraction throughout the year, with the exception of the peak flu months, recorded double-digit declines from May to September (up to -18% in August), a sign of the strong decrease, compared to 2024, in the circulation of viruses responsible for cold syndromes even 'out of season'.
What influences market trends
"2025 confirms, once again, how the short-term trend of the OTC drug sector is closely linked to external factors, such as seasonality and the greater or lesser incidence of common ailments, as well as the ability of companies to continue to innovate the range of products on the market in order to meet citizens' needs," comments Michele Albero, president of Federchimica Assosalute.
SOP medicines that cannot be advertised or displayed directly to the public show a more stable performance than OTC (displayed and directly withdrawable by the customer) both in terms of volume (+0.2% vs -2.2%) and turnover (+4.8% vs +2.1%).
"Certainly, over the long term the sector suffers from the lack of an expansion of supply in line with some of the main European countries," continues Assosalute's president. "Since 2010, volumes have shown an average annual erosion of -1.7%, while turnover shows a modest average annual increase of +1.6%. "We are convinced," Albero concludes, "that the valorisation of the sector, as a fundamental pillar for public health, also passes through health literacy and the correct use of over-the-counter medicines. This is why we will continue to promote their responsible use, which must be accompanied by correct information and the advisory role of pharmacists and family doctors".
