Europe Over the Counter (OTC) Drugs Market - By Drug Category, By Formulation Type, By Distribution Channel - Forecast, 2025 - 2034

Europe Over the Counter Drugs Market Size

The Europe over the counter drugs market was estimated at USD 53.5 billion in 2024. The market is expected to grow from USD 55.5 billion in 2025 to USD 90.8 billion in 2034, at a CAGR of 5.6% during the forecast period, according to the latest report published by Global Market Insights Inc. The growth of the Europe OTC drugs market is fueled by the growing prevalence of chronic and lifestyle-related conditions such as diabetes, cardiovascular disorders, arthritis, and obesity-related issues. For instance, according to Eurostat, more than one-third (35.3%) of individuals in Europe reported having a chronic disease in 2024. This trend is fostering demand for OTC drugs to manage symptoms, control weight, and as preventive health supplements.

In addition, increasing cases of respiratory diseases and seasonal allergies, mainly in Northern and Western Europe, are further boosting demand for OTC drugs such as cough syrups, cold and flu remedies, and antihistamines.
 

Over-the-counter (OTC) drugs are medications that can be directly purchased from retail pharmacies as well as online pharmacies without the need for a doctor's prescription. These drugs are used for managing various conditions such as pain relief, allergy management, digestive health, dermatological issues, and dietary requirements. The market is characterized by the presence of several global and domestic pharmaceutical players. The top 6 players in the Europe OTC drugs market include Haleon, Kenvue, Bayer, Procter & Gamble Company, Reckitt, and Sanofi, accounting for around 18–22% of market share. These players leverage brand recognition, extensive product portfolios, and well-established distribution networks to maintain a competitive edge. Moreover, this region has seen significant funding in research and development, leading to the introduction of novel OTC formulations and expanding indications, which further enhance their adoption and strengthen market dominance.
 

The Europe over the counter drugs market witnessed steady growth, growing from USD 50.1 billion in 2021 to USD 51.9 billion in 2023, fueled by the impact of the pandemic that created increased demand and adoption of immunity boosters, vitamins, and other supplements. Additionally, the rising focus on preventive care and growing acceptance of self-medication have further boosted growth. Moreover, growing adoption of cost-effective self-care options to manage seasonal diseases such as cold, cough, and flu has further propelled market growth during this period.
 

OTC drugs are non-prescription medications that can be purchased directly without a physician's prescription. These drugs are regulated by health authorities to ensure safety, efficacy, and quality when used for self-care treatment of common headaches, colds, and pain. They are available as tablets, ointments, solutions, sprays, and other dosage forms that can be conveniently self-administered by patients, thus eliminating the need for a doctor's prescription.
 

Europe Over the Counter Drugs Market Trends

• The growing shift toward preventive healthcare and self-medication practices is a key trend shaping the growth of European OTC drugs market. With rising healthcare awareness, consumers are increasingly adopting OTC solutions for early symptom management and wellness maintenance, thereby driving the market growth.
   
• Additionally, the adoption of telehealth and pharmacist-led consultations is further influencing the growth of this market. Pharmacists’ recommendations and increased access to digital health information and wellness blogs further support the adoption of OTC drugs.
   
• Furthermore, another trend influencing the growth of this market is the rising cost of prescription drugs. This trend is promoting consumers to opt for affordable alternatives such as OTC drugs. For managing health conditions such as allergies, acute pain, cold and cough, consumers are increasingly opting for OTC drugs, avoiding expensive prescription medicines.
   
• The market is also witnessing a rising focus on women’s health, which drives the demand for OTC drugs. Manufacturers are increasingly developing OTC products for women's health issues such as reproductive health, menopause management, and nutritional needs, fueling the demand for female-targeted OTC solutions.
   
• Moreover, the development of natural and herbal products for specific categories like digestive health, sleep aids, and immune boosters is appealing to consumers seeking chemical-free solutions. This trend is thereby driving the adoption of herbal or natural OTC drugs in the market.
   

Europe Over the Counter Drugs Market Analysis

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The market was valued at USD 50.1 billion in 2021. From USD 50.6 billion in 2022, the market size expanded to USD 51.9 billion in 2023.
 

Based on the drug category, the Europe over the counter (OTC) drugs market is segmented into cold and cough remedies, vitamins and supplements, digestive and intestinal remedies, skin treatment, analgesics, sleeping aids, and other drug categories. The cold and cough remedies segment dominated the market and was valued at USD 12.9 billion in 2024, driven by a high prevalence of respiratory infections.
 

• According to the European Centre for Disease Prevention and Control, in the EU, Norway, and UK, around 213,000 children under five and 158,000 adults each year are hospitalized due to Respiratory Syncytial Virus (RSV). This increasing burden of RSV highlights the urgent need for affordable treatment options, including OTC drugs.
   
• Additionally, European countries experience seasonal variants, particularly Northern and Eastern countries with colder climates, which drive the prevalence of colds, flu, cough, and respiratory infections.
   
• Furthermore, urbanization and pollution-related respiratory issues have further expanded the consumer base for OTC cold and cough remedies, thus solidifying their dominant position.
   
• On the other hand, the vitamins and supplements segment accounted for the second-largest market share of 22.2% in 2024. Growing focus on preventive care and wellness has driven the adoption of supplements such as multivitamins,minerals, and probiotics to boost energy levels, immunity, and overall vitality. This growing trend of self-care results in high adoption of vitamins and supplements regularly among different demographics.
   

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Based on the formulation type, the Europe over the counter drugs market is classified into tablets, liquids, ointments, and sprays. The tablets segment dominated the market with 63.9% of the market share and is expected to grow at a CAGR of 5.9% over the analysis period.
 

• The growth of the tablets segment is primarily due to its widespread consumer acceptance and convenience of use. Tablets are the most preferred formulation type across all age groups as they are easy to store and consume.
   
• Additionally, their longer shelf life compared to liquid and other formulations further reinforces their dominant position.
   
• Moreover, the availability of a wide range of OTC drugs such as pain relievers, antihistamines, vitamins and supplements, as well as digestive health products in tablet form, further drives the growth of this segment.
   
• On the other hand, the liquids segment held the second-largest market share of 21.6% in 2024 due to ease of consumption for children and the elderly population.
   
• The growth of this segment can be attributed to the fast onset of action that liquids provide, as the active ingredients are already dissolved, leading to quick absorption in the body.
   

Based on the distribution channel, the Europe over the counter drugs market is segmented into online channels and offline channels. The offline channels segment dominated the market in 2024 and is expected to reach USD 66.3 billion by 2034. The offline channels segment is sub-segmented into hospital pharmacies, retail pharmacies, and other offline channels. On the other hand, the online channels segment accounted for USD 13.6 billion in 2024 and is anticipated to witness rapid growth at a CAGR of 6.2% between 2025 – 2034. High growth of the segment is due to technology adoption in healthcare and the expansion of e-commerce platforms. Additionally, growth is influenced by the increasing preference of consumers for online channels owing to their convenience, wide variety of products, doorstep delivery, and competitive pricing.
 

• The strong network of community pharmacies and drugstores across Europe drives the growth of offline distribution channels. Pharmacies are the most trusted point of sale (POS) for consumers seeking OTC products, as these channels provide professional guidance from pharmacists.
   
• Additionally, long-established consumer preferences for in-person purchasing of medicines further drive the growth of offline channels.
   
• Moreover, these outlets operate under rigorous regulatory frameworks, maintaining stringent controls over drug storage, handling, and dispensing, which reinforces consumer trust in safety and quality. These regulatory standards strengthen the growth of offline channels.
   

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Germany Over the Counter (OTC) Drugs Market

Germany over the counter drugs market was valued at USD 9.1 billion and USD 9.2 billion in 2021 and 2022, respectively. The market size reached USD 9.8 billion in 2024, growing from USD 9.4 billion in 2023.
 

• According to an article published by Deutsche Welle, 30.5% of Germany's population was aged 60 and older by the end of 2024. Further, according to the American Association of Retired Persons International, Germany is one of the five super-aged societies in the world.
   
• This increasing aging population creates growing demand for affordable OTC products to treat frequently occurring issues like headaches, joint pain, and digestive issues.
   
• Furthermore, the presence of robust global and domestic pharmaceutical companies operating in the country supports market growth. German players such as STADA Arzneimittel, Haleon, and Bayer, among others, ensure wide distribution across the country.
   

UK Over the Counter (OTC) Drugs Market

UK OTC drugs market is anticipated to grow at a significant CAGR over the analysis period.
 

• The growing adoption of e-commerce platforms and online pharmacies attracts tech-savvy consumers to purchase OTC drugs online, benefiting from competitive pricing, digital health information, and a wide range of products.
   
• Additionally, rising healthcare costs of hospitalization or doctor visits encourage consumers to opt for OTC alternatives over prescription medicines for minor health concerns. This cost-effectiveness, quick relief, and convenience offered by OTC drugs drive the growth of this market.
   

France Over the Counter (OTC) Drugs Market

France OTC drugs market is anticipated to witness growth at a CAGR of 5.4% during the forecast period.
 

• According to a 2020 survey by the National Institutes of Health, the lifetime prevalence of chronic cough was 7.5% and the 12-month prevalence was 4.8% in France. Such high lifetime prevalence of chronic cough can lead to increased financial burden, thereby driving the adoption of OTC cold and cough drugs in the country.
   
• Furthermore, stronger preference for vitamins, immunity boosters, and herbal OTC drugs over prescription drugs supports the growth of the France OTC drugs market.
   

Italy Over the Counter (OTC) Drugs Market

Italy OTC drugs market is showing robust growth as the Italian population increasingly pays attention to preventive health and personalized nutrition.
 

• Growing urbanization and rising disposable income allow individuals to spend more on preventive and symptomatic self-care, further reinforcing the market's long-term growth prospects.
   
• Moreover, growing demand for natural and herbal OTC products reflects a shift towards holistic health approaches among Italian consumers, driving the growth of this market.
   

Europe Over the Counter Drugs Market Share

The Europe OTC drugs market is characterized by intense competition, with participation from multinational companies, specialized companies, and emerging brands. Top 6 players such as Haleon, Kenvue, Bayer, Procter & Gamble Company, Reckitt, and Sanofi accounted for ~21.5% of the market share. These players focus on various strategies such as business expansion, mergers and acquisitions, collaborations, and novel product launches to consolidate their market presence.
 

Many companies are also increasing investments in research and development to create safer, more effective OTC products with fewer side effects. Efforts to expand access in underserved regions and improve affordability further underscore the market's shift toward global inclusivity, preventive care, and personalized wellness.
 

Europe Over the Counter Drugs Market Companies

Few of the prominent players operating in the Europe OTC drugs industry include:

• Abbott Laboratories
• Alkem Laboratories
• Bayer
• Cipla
• Cooper Consumer Health
• Dr. Reddy’s Laboratories
• Glenmark Pharmaceuticals
• Haleon
• Himalaya Wellness Company
• Kenvue
• Perrigo Company
• Piramal Pharma
• Procter & Gamble Company
• Reckitt
• Sanofi
• Stada Arzneimittel
• Sun Pharma
• Taisho Pharmaceutical
• Teva Pharmaceutical
   
• Haleon

Haleon holds a leading position with a market share of 5.5% in the Europe OTC drugs market, leveraging its strong portfolio of trusted brands across pain relief, respiratory health, digestive care, and vitamins and minerals. In 2024, the company reinforced its leadership by expanding its presence in high-growth regions such as Asia-Pacific and Latin America, while maintaining strong positions in North America and Europe. The company has made significant investments in digital health platforms and e-commerce partnerships to meet evolving consumer preferences for personalized and convenient OTC solutions.
 

• Kenvue

Kenvue holds a growing position in the Europe OTC drugs market, driven by its portfolio of iconic brands such as Tylenol, Motrin, and Zyrtec. The company also introduced next-generation OTC formulations, such as Tylenol+ with added immune support, and expanded its product line to include natural alternatives. The company emphasizes digital acceleration, science-based innovation, and global expansion. It has launched direct-to-consumer platforms and integrated AI-powered tools to enhance customer experience and retention.
 

• Bayer

Bayer is one of the leading players in the Europe OTC drugs market, driven by trusted brands and a commitment to advancing self-care. With a portfolio that includes widely recognized names such as Aspirin, Claritin, and Canesten, Bayer has positioned itself as a leader in key therapeutic areas, including pain relief, allergy management, dermatology, digestive health, and cardiovascular support.
 

Europe Over the Counter Drugs Industry News

• In December 2023, NEXGEL partnered with STADA Arzneimittel to distribute and commercialize STADA's consumer health OTC products in North America. The collaboration brought established European OTC brands to the U.S. market.
   
• In September 2024, Haleon introduced Eroxon, an OTC gel, in the sexual health category, helping men with erectile dysfunction, addressing a key unmet need in ED treatment.
   
• In July 2024, Cooper Consumer Health completed the acquisition of the Over the Counter (OTC) business of Viatris Inc., adding digestive remedies and cough-cold brands to its lineup.
   

The Europe over the counter drugs market research report includes an in-depth coverage of the industry with estimates and forecast in terms of revenue in USD Million and from 2021 – 2034 for the following segments:

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Market, By Drug Category

• Cold and cough remedies
• Vitamins and supplements
• Digestive and intestinal remedies
• Skin treatment
• Analgesics
• Sleeping aids
• Other drug categories

Market, By Formulation Type

• Tablets
• Liquids
• Ointments
• Sprays

Market, By Distribution Channel

• Online channels
• Offline channels
  • Hospital pharmacies
  • Retail pharmacies
  • Other offline channels

The above information is provided for the following countries:

• Germany
• UK
• France
• Italy
• Spain
• Netherlands
• Poland
• Rest of Europe