New Simon-Kucher research uncovers a major growth opportunity for self-care manufacturers in the pharmacy channel
Ahead of International Self-Care Day, nearly 70% of consumers follow pharmacists' recommendations, while pharmacies say stronger manufacturer support could unlock more than 10% additional self-care revenue.
Bonn, 23 July 2026 - New research from global consultancy Simon-Kucher, conducted in collaboration with the Association of the European Self-Care Industry (AESGP), finds that pharmacies are becoming an increasingly important driver of growth in the self-care market. Released ahead of International Self-Care Day, The Better Health Report 2026 shows that as consumers increasingly manage their own health—and turn to AI-powered health tools and digital platforms for information—pharmacists remain one of the most trusted sources of advice.
The research highlights a significant opportunity for self-care manufacturers to strengthen pharmacy partnerships. Nearly seven in ten consumers follow pharmacists' product recommendations when a specific solution is suggested, yet two-thirds of pharmacists say manufacturer support has stagnated or declined over the past five years. Pharmacies estimate that stronger manufacturer support could unlock more than 10 percent additional self-care revenue within the next three years.
Key Findings:
- 59 percent of pharmacists say more consumers seek their advice today than five years ago.
- 54 percent of consumers now use AI or digital tools when making health decisions.
- 69 percent of consumers follow pharmacists' product recommendations when a specific solution is suggested.
- 66 percent of pharmacists say manufacturer support has stagnated or declined over the past five years.
- Stronger manufacturer support could unlock more than 10 percent additional self-care revenue within the next three years.
"For years, manufacturers have treated pharmacies primarily as a route to market. That's no longer the right lens," said Clemens Oberhammer, Senior Partner at Simon-Kucher. "Pharmacists are now central to how consumers choose self-care solutions, acting as a critical bridge between increasingly complex health information and everyday purchasing decisions.”
The research also points to a clear opportunity for manufacturers to better align their support with pharmacists’ evolving needs.
"What's striking isn't simply that pharmacists want more support, it's the type of support they value. Better training, clearer product differentiation, and practical recommendation tools consistently rank above traditional promotional activity,” said Christian Rebholz, Partner at Simon-Kucher.
“Manufacturers that invest in pharmacist capability won't just strengthen relationships with pharmacies; they'll help grow the entire self-care category," added Christian Danelund, Senior Director at Simon-Kucher.
The full Better Health Report 2026 is available to download here.
About the report
The Better Health Report 2026 is based on a survey of more than 500 pharmacists across France, Germany, Italy, Poland and Spain, complemented by 20+ interviews with industry experts and AESGP members across Europe.
Rachel Pope
Senior Brand & Communications Manager, global
Rachel.Pope@simon-kucher.com
About Simon-Kucher
Simon-Kucher is a global consultancy with more than 2,200 employees in 30+ countries. As a trusted commercial advisor focused on unlocking better growth, we combine deep consulting expertise, growth specialization, and technology to scale lasting impact. We optimize every lever of commercial strategy – product, pricing, innovation, marketing, and sales – based on what customers want and value. With over 40 years of monetization experience, we are recognized as the world’s leading commercial growth and pricing specialist.