Austria Consumer Health and Self-Care Market

In Austria, only 21% of minor illnesses are treated with over-the-counter (OTC) products, compared to 39% in Slovakia, 47% in Germany, and 55% in Poland. This gap presents a growing opportunity for U.S. exporters.

The primary reason for the low self-care ratio is the structure of Austria’s healthcare system. Nearly 100% of the population is covered by social health insurance that covers most pharmaceutical needs with a flat co-pay. OTC medicines are not subsidized, so there is a financial incentive to get a doctor’s prescription rather than buy OTC products out-of-pocket.

This calculation is set to change. Austria spent 12.5% of GDP on healthcare in 2025, one of the highest figures in Europe. The system is facing increasing financial pressures due to economic stagnation, a declining contributor base, surging demand driven by an aging population, and a shrinking pool of available physicians. As demand grows and the number of general practitioners falls, we expect to see higher prescription co-pays and an increasing use of OTC solutions, especially for minor ailments.

For more information about the healthcare market in Austria and how to position your company for success contact Senior Commercial Specialist for Healthcare Marta Haustein at marta.haustein@trade.gov.