Germany Over the Counter Pharmaceuticals (OTC)
Executive Summary:
The Over the Counter (OTC) pharmaceuticals market in Germany has seen increased demand, particularly since the COVID-19 pandemic. Non-prescription medicinal products now account for one out of every two packages of medicine sold in the country. Key drivers of this growth include rising health awareness among the German population, the expansion of pharmaceutical infrastructure - including both physical retail and e-commerce - and a growing cultural acceptance of consumer-directed care.
As a result, Germany holds the largest OTC pharmaceuticals market in Europe, with an estimated market size of USD 10.44 billion in 2024, projected to reach approximately USD 19.73 billion by 2034. Unlike in the U.S., OTC medicines in Germany, though freely available, are regulated by health authorities and must include clear labeling of dosage, warnings, and ingredients.
Market Overview:
With a compound annual growth rate (CAGR) of 2.41%, Germany’s OTC market is set for steady expansion. Online sales through platforms such as DocMorris, Shop Apotheke, and medpex have grown significantly. It is projected that 16.38% of total revenue in this segment will be generated through online sales by 2025.
Additionally, approximately 60 million “green prescriptions” (non-binding physician recommendations for OTC drugs) are issued annually, further supporting market growth. Per capita revenue from OTC drugs is expected to reach USD 125.33 in 2025.
Consumer Preferences
German consumers prioritize safety, transparency, and professional consultation in medical matters. Traditional pharmacies (Apotheken) remain the dominant distribution channel due to the high level of trust in pharmacy professionals. Many customers prefer Apotheken over doctors for minor ailments, citing shorter wait times and informed consultations. The “green prescription” further bridges medical guidance with consumer autonomy in selecting OTC products.
Market Segmentation
The Germany OTC Drug Market is segmented into:
- Analgesics
- Cold & Cough Remedies
- Digestive Health
- Vitamins & Minerals
- Dermatological Products
- Wound Care
- Sleep Aids
- Hand Sanitizer
- Eye Care
- Other OTC Pharmaceuticals
The largest market share is currently held by other OTC pharmaceuticals, estimated at USD 4.36 billion in 2025. The next largest segment is cold & cough remedies, projected to reach USD 2.12 billion.
The fastest-growing segment is analgesics (non-prescription pain relief), with current revenues of USD 813.09 million and a projected compound annual growth rate (CAGR) of 4.19%.
Competitive Landscape
Germany’s OTC market is highly competitive, with major players including:
- Bayer AG
- Boehringer Ingelheim
- Sanofi
- Johnson & Johnson
Challenges
Selling OTC pharmaceuticals in Germany requires compliance with both national and European Union (EU) regulations. Key German laws include:
- Heilmittelwerbegesetz (HWG) - governing medical advertising
- Arzneimittelgesetz (AMG) - regulating drug approval and distribution
These laws prohibit comparative advertising, enforce mandatory wording, and limit marketing creativity. Additionally, fixed wholesale and pharmacy margins, along with mandatory health insurance discounts, reduce profitability.
Opportunities
Germany presents strong growth prospects for OTC pharmaceuticals, fueled by:
- Rising demand for natural and herbal remedies
- A rapidly aging population (17.3 million aged 65+), increasing demand for chronic care and self-medication
- Expansion of digital sales channels and consumer openness to e-health solutions
Trade Shows
U.S. Department of Commerce, International Trade Administration, Contact Information:
For additional information, please contact:
Ulrike Riegeler
Commercial Specialist
Ulrike.Riegeler@trade.gov
+49 69 7535 3157