Germany Drugstores Market Analysis
The Germany Drugstores Market, valued at more than €25 billion in 2024, is growing steadily with nearly 7% increase from the previous year.
Historically, the market has seen steady growth, driven by consumer preference for convenience, affordability, and a broad range of products. The sector is dominated by major players, which account for a significant portion of the market share, though smaller competitors face challenges in differentiation. The Germany Drugstores Market Report forecasts a strong upward trend, with sales expected to grow by almost 30%, reaching more than €35 billion in the foreseeable future. This growth will be fuelled by digital integration, particularly the rise of omnichannel shopping, AI-driven personalisation, and an expanding range of food and drink products. Additionally, the younger, impulse-driven demographic, along with the increasing adoption of subscription services, will play a key role in shaping the future of Pharmaceutical Industry.
Germany Drugstores Market Trends
Consumer trends in the Germany Drugstore market highlight a strong preference for convenience and impulse buying, especially among younger shoppers, with 74% of 16-34-year-olds often purchasing items they hadn’t planned for. Shoppers increasingly value personalized experiences, with younger generations preferring tailored product recommendations and interactive in-store experiences. The growing demand for digital tools, such as apps for real-time stock checks and click-and-collect services, reflects the shift towards omnichannel shopping. Additionally, there is a rising interest in food and drink products, with many shoppers, particularly younger consumers, turning to drugstores for healthier and organic options. This trend is influencing the broader Germany Retail Pharmacy Market, highlighting a shift towards more diverse offerings.
Purchasing the Germany Drugstore Market Report 2025 reveals a shift toward convenience, driven by younger, impulse-driven consumers. Brands are enhancing in-store experiences and digital integration, expanding health-conscious food and drink offerings, and prioritising eco-friendly packaging and subscription services to meet demand for sustainability and wellness, while responding to growing trends in the Germany Pharmaceutical Market.
About The Report
The Germany Drugstore Market Report 2025 provides valuable insights into the Drugstore market in Germany , offering a comprehensive analysis of consumer behaviour, purchasing trends, and market growth forecasts. It covers key areas such as the rise of impulse buying, the shift toward omnichannel shopping, the demand for personalized experiences, and the expansion of food and drink offerings, particularly organic and health-conscious products. The research also delves into brand perceptions, retailer strategies, and innovations like eco-friendly packaging and subscription services. This report will benefit retailers, brand managers, marketers, investors, and industry analysts looking to understand market dynamics, consumer preferences, and emerging opportunities within the Germany Retail Pharmacy Market and the wider Pharmaceutical Industry
Key Topics Analyzed in the Report
- Overview of the market performance of drugstores and five-year outlook
- How German consumers shop at drugstores and what products they purchase
- Channel usage and the importance of omnichannel shopping for drugstores
- Brand perception for the leading drugstores in Germany
- Consumer interest in specific drugstore app features
- Behaviours when shopping at drugstores, including interest in tailored product recommendations and personalised shopping experiences
| Report Attributes | Details |
|---|---|
| Published Date | May 2025 |
| Data Range | 2019-2029 |
| Measurement Metrics | Revenue in € |
| Country Focus | Germany |
| Consumer Data | 2,000 internet users aged 16+, March 2025 |
| Number of Pages | 75 |
| Market Segmentation | Toiletries, Fragrances, Cosmetics, Household Cleaning Products, Homewares, Health Care Products, Food and Drinks, Pet Supplies, Childcare Products |
| Leading Companies | dm, Rossmann, Müller, Budnikowsky, ALDI, EDEKA, Lidl, REWE, Douglas, and Boots |
Meet the Expert Behind the Analysis
This report was written by Armando Falcao. Armando had over 15 years’ experience in market research when he joined Mintel in 2019 to write the European retail reports. He rejoined Mintel in 2023 as Associate Director, focusing on the German market. Armando studied Business and Economics at University of São Paulo and managed his own research business for 11 years prior to joining Mintel.
Despite its essential nature, shopping at drugstores is highly emotional and impulse-based, with key opportunities for subscriptions and diversifying food and drinks.
Armando Falcao
Associate Director – Retail Reports
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EXECUTIVE SUMMARY
- What you need to know
- Opportunities
- Innovation highlights
- Market size and forecast
- Outlook
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OPPORTUNITIES
- Tap into impulse shopping of younger consumers
- Leverage the impulse opportunity with stores that encourage lingering
- Engage with digital-savvy shoppers beyond impulse
- Expand and diversify food and drinks
- Unlocking the impulse potential for food and drinks
- Drugstores boost sales by embracing organic foods
- Become a stronger alternative to supermarkets by elevating food and drinks
- Offer subscriptions for regular delivery of essentials
- Unlocking the subscription potential of drugstores
- Transform drugstore subscriptions into a lifestyle service
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CONSUMER
- Shopping at drugstores in Germany
- Drugstores are as popular as grocery retailers in Germany
- Graph 1: retailers where consumers have shopped in the last 12 months, 2025
- Drugstores can compete with grocers in convenience and rewards
- Younger women drive drugstore sales
- Encourage younger shoppers to linger with unique store concepts
- Graph 2: drugstores where consumers have shopped at, by gender, 2025
- Müller attracts the young, while dm and Rossmann have a broader appeal
- Graph 3: retailers where consumers have shopped, by generation, 2025
- Müller can leverage youthful engagement with innovative store concepts and products
- The in-store shopping experience is crucial
- Boost drugstore loyalty by attracting the young and retaining older shoppers
- Graph 4: repertoire of drugstores shopped at, by age group, 2025
- Shopping frequency is lowest among Müller shoppers
- Graph 5: how often consumers shop at drugstores, by leading retailer, 2025
- Unlock opportunities to boost shopper visits
- Shopping in-store is the norm among drugstore shoppers
- Graph 6: channels used to shop at drugstores, by generation, 2025
- Entice the young with more seamless omnichannel shopping experiences
- Target young families with an optimised online shopping experience
- Products purchased at drugstores
- Personal care and household products are the leading purchases
- Graph 7: products purchased at the leading drugstores, 2025
- Explore opportunities outside of the core categories
- Unlock the potential for food and drinks
- Drugstores can explore and diversify their food and drinks offerings
- Explore and diversify food and drink selections
- Age and life stage influence what Germans buy at drugstores
- Graph 8: products purchased at drugstores, by generation, 2025
- Explore health foods and healthcare products
- Wealthier buyers drive food and drinks, pet care and childcare sales
- Graph 9: products purchased at drugstores, by net monhtly household income, 2025
- Entice wealthier shoppers with personalised convenience and loyalty tools
- Capture niche markets with AI-powered subscription models
- Interest in drugstore apps
- Embrace omnichannel convenience to attract tech-savvy shoppers
- Graph 10: drugstore app features that shoppers would like to use, 2025
- Go beyond convenience to create digital communities
- Target Millennials with an improved app experience
- Create a more personalised shopping experience
- Graph 11: drugstore app features that shoppers would like to use, by generation, 2025
- Leverage younger buyers’ need for guidance and tailored recommendations
- Key app features to boost interest and engagement
- Brand perception
- High-quality own-labels drive drugstore shopping in Germany
- Graph 12: attributes that consumers associate with the leading drugstores, 2025
- Sustaining positive brand perceptions
- Keeping own-labels fresh and exciting is essential
- Strengthen loyalty through own-label excellence
- Win over budget-conscious shoppers in hard economic times
- Graph 13: attributes associated with drugstores, 2025
- Behaviours when shopping at drugstores
- Shopping at drugstores is highly emotional and impulse-driven
- Graph 14: consumer behaviours when shopping at drugstores, 2025
- Leverage the emotional and social elements of drugstore visits
- dm campaigns explore the joy of impulse buying
- Build community and loyalty with family-friendly shopping events
- Graph 15: behaviours when shopping at drugstores, by lifestage, 2025
- Foster the strong impulse buying behaviour
- Capture the impulse of younger drugstore shoppers
- Graph 16: shoppers who often buy more than planned at drugstores, by age group, 2025
- Personalising the shopping experience is key for drugstores
- Graph 17: consumer behaviours when shopping at drugstores, by generation, 2025
- Curate interactive in-store experiences for Gen Z and Younger Millennials
- Drugstores are seen as cheaper than supermarkets
- Offer extra convenience with subscription deliveries
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RETAILER ACTIVITY
- Leading drugstores
- The leading drugstores are experiencing growth
- dm leads with a more sensorial shopping experience
- Rossmann emphasises practicality, variety and ease
- Müller attracts a younger clientele than the leaders
- Budnikowsky focuses on higher convenience and wellbeing
- Market share
- dm and Rossmann share 80% of the drugstore market in Germany
- Graph 18: leading retailers’ estimated share of drugstore retail sales, 2024/25
- Market share evolution
- Retail innovation
- New dm store concept improves the in-store shopping experience
- Rossmann tests click and collect stations
- Budni partners with Wolt for express delivery
- dm to launch online pharmacy in Germany
- Rossmann introduces new emotional store concept
- Drugstore app usage
- dm app pulls slightly ahead of Rossman in 2025
- Graph 19: weekly average active users of drugstore apps in the last 12 months, 2024-25
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MARKET
- Market drivers
- Inflation has slowed, but uncertainty keeps Germans spending cautiously
- Graph 20: harmonised consumer price index, by category, 2022-25
- Despite improving confidence, consumers continue to seek value
- Graph 21: changes in financial situation vs previous year, 2023 vs 2024
- Ethical and mindful shopping habits are on the rise
- Generative AI is transforming the retail landscape
- Market size and forecast
- The German drugstore market is approaching €30bn
- Graph 22: estimated total drugstore retail sales (excl VAT), 2017-25
- The market is thriving on digital integration and on impulse buying behaviours
- Drugstore sales will continue to rise in coming years
- Drugstore growth will be fuelled by AI tech, subscriptions and impulse buys
- Forecast – note on US trade disruption
- Impact of US trade disruption for the German drugstore market
- Market segmentation
- Health and personal care account for two thirds of drugstore sales
- Graph 23: breakdown of drugstore retail sales, 2017-25
- German drugstores represent a stable market for everyday essentials
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APPENDIX
- Report scope and definitions
- Market definition
- Abbreviations
- Methodology – consumer research
- Consumer research methodology
- A note on language
- Methodology – TURF analysis
- TURF Analysis methodology
- Methodology – market size and forecast
- Forecast methodology
- Forecast methodology – fan chart
- Market size – value – drugstore retail sales
- Market forecast and prediction intervals – value – drugstore retail sales
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