10 Interesting Facts About Pharmacy Retail Merchandising

Pharmacy retail sits in an unusual spot — part clinical service, part shop floor. Here are ten researched facts that explain why it behaves differently from ordinary retail, and what that means for how you merchandise it.

1. Experience decides where people shop — even for medicine

National Retail Federation research found that 79% of shoppers say their overall experience with a retailer determines where they choose to shop. In pharmacy, that experience is disproportionately about trust in the person behind the counter.

2. Curb appeal drives first-time visits

Around 70% of purchases from first-time customers happen as a direct result of good curb appeal — the exterior and entrance of a pharmacy do real commercial work before a customer even reaches the till.

3. Proximity to the pharmacist increases recommendations

Moving OTC products physically closer to the dispensing counter has been shown to increase the rate pharmacists recommend them — proximity keeps a product top-of-mind during a related consultation.

4. "Speed bumps" beat a straight path to the counter

A layout that funnels customers directly to the pharmacist in a straight line reduces retail sales. Well-placed displays that interrupt that path — without blocking it — increase basket additions by keeping retail product in view for longer.

5. The vitamin and supplement market is worth over $59 billion globally

The global vitamin supplements market was valued at approximately $59.5 billion in 2025, projected to reach $106.1 billion by 2033 — a 7.5% annual growth rate that shows no sign of slowing.

6. Multivitamins still dominate the category

Multivitamins account for roughly 45.1% of vitamin supplement revenue, though single-nutrient products like Vitamin D are the fastest-growing type, at an 8.0% annual growth rate.

7. Most vitamin sales still happen in person

Despite online retail's growth, offline channels accounted for roughly 80.3% of vitamin and supplement sales in 2025 — a pharmacy counter is still where most of this category is actually sold.

8. The OTC cough, cold and allergy category is worth over $23 billion

The global OTC cough, cold and allergy medicine market was valued at roughly $23.5 billion in 2024, projected to reach $42.5 billion by 2033, driven by seasonal respiratory illness and pollen patterns.

9. Gummies are the fastest-growing supplement format

While tablets still hold the largest share of the supplement format market at roughly 41.6%, gummies are growing fastest, at an 8.4% annual rate — a format shift worth reflecting in shelf and counter space.

10. Cross-merchandising works the same way it does in a supermarket

Positioning genuinely complementary items together — a cold remedy beside tissues and a vitamin C supplement, for example — is one of the most consistently effective and lowest-cost merchandising tactics in any retail category, pharmacy included.

Frequently asked questions

Is the vitamin and supplement category still growing?

Yes — the global market is projected to grow from roughly $59.5 billion in 2025 to $106.1 billion by 2033, a 7.5% annual growth rate.

Do most vitamin sales happen online or in person?

In person — offline channels accounted for approximately 80.3% of global vitamin and supplement sales in 2025, despite online retail's growth.

What's the single most effective low-cost pharmacy merchandising tactic?

Cross-merchandising genuinely complementary items together, such as a cold remedy positioned beside tissues and vitamin C, consistently performs well at very low cost.

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