Simon-Kucher report: Italian pharmacies drive growth in the self-care sector

According to the Better Health Report 2026 produced by the global consulting firm Simon-Kucher in collaboration with theEuropean Self-Care Industry Association (Aesgp), more and more Italians are turning to pharmacists for reliable health advice.

The findings are based on a survey of more than 500 pharmacists in France, Germany, Italy, Poland and Spain, supplemented by more than 20 interviews with industry experts and Aesgp members across Europe.

The key findings for Italy

According to the study, pharmacists continue to be a decisive point of reference in Italians’ self-care choices: as many as 70% of consumers follow their advice when a specific solution is recommended, demonstrating a relationship of trust that no other channel can replicate with the same effectiveness.

This role is set to become even stronger in a preventive capacity, with almost 1 pharmacists out of 2 (48%) believing that prevention will become one of the pharmacy’s most important functions in the coming years.

The role of AI

The digital transformation is also making its mark: 19% of pharmacists observe that the spread of artificial intelligence and digital health tools, far from replacing human advice, is instead increasing demand for it, prompting consumers to seek professional guidance to navigate the information available online.

The challenges

However, challenges remain: 57% of pharmacists identify low consumer demand as the main obstacle to a more decisive expansion of self-care recommendations, a limitation that directly implicates the role of manufacturers.

This is precisely where the greatest growth opportunity lies: stronger support from companies in the sector could increase self-care revenues by up to 10% over the next three years, confirming that pharmacies remain a largely underexploited channel from a commercial perspective.

The comments

“Consumers trust pharmacists to recommend the most appropriate solutions, and this represents a clear opportunity for manufacturers: investing in the pharmacy channel means contributing to better outcomes. The research also highlights a clear opportunity for manufacturers to better align their support with pharmacists’ evolving needs,” comments Eleonora Sirena, senior director at Simon-Kucher.

“The opportunity goes far beyond the individual product. By helping pharmacies engage consumers more effectively, and by providing pharmacists with practical tools and targeted training, pharmaceutical companies can strengthen trust in self-care and generate sustainable growth for the entire category,” continues Paolo Vagliasindi, senior manager at Simon-Kucher.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.