The transformation of pharmacy: much more than dispensing
30 junio, 2026
The evolution of the pharmacy channel towards a broader model that goes beyond dispensing prescription medicines is not a new phenomenon. In more mature markets such as the United States and several European countries, this transformation of pharmacy has been underway for years, positioning pharmacies as a true one-stop destination for health, wellbeing and consumer products.
Spain and Portugal are following the same trend, with continued growth in new categories and increasing diversification of product ranges. Today, the pharmacy is also a space dedicated to comprehensive health and wellbeing, bringing together pharmaceutical products, dermocosmetics, nutrition, self-care, medical devices and, increasingly, consumer products in pharmacies.
A new role: from dispenser to trusted advisor and specialist retail outlet
One of the key drivers behind this change is the pharmacist’s role, which has become that of a trusted advisor. Unlike other retail channels, pharmacies offer:
- Professional and qualified advice
- Close relationships and trust with customers
- Recommendation capabilities based on healthcare expertise
In addition, consumer demand is clear: people are looking for comprehensive solutions in a trusted environment with professional support. This makes pharmacies particularly attractive for laboratories and manufacturers, who see the channel as a distinctive way to position their products, combining:
- Pharmaceutical dispensing
- Prevention and self-care
- Wellbeing and quality of life
- Specialist consumer products
An attractive... but demanding channel
For laboratories and consumer goods manufacturers, pharmacies represent a clear strategic opportunity, but they are also a channel with very specific characteristics that require adaptation.
Unlike other retail environments, a pharmacy is not a conventional point of sale. Its value proposition is built on:
● Consumer trust
● Pharmacist recommendation
● The healthcare positioning of the environment
For this reason, not all products or brands can directly transfer their strategy from other channels.
The importance of adapting to pharmacy standards
Within this framework of pharmacy transformation, manufacturers seeking to enter or expand in the pharmacy channel must comply with more demanding requirements aligned with healthcare sector standards:
Product Quality and Safety. Consumers associate pharmacies with rigour and reliability. As a result, brands must reinforce:
● Scientific evidence
● Traceability
● Transparency of information
Positioning Adaptation. Brand communication must evolve towards a more technical approach focused on real benefits, moving away from purely commercial messages.
Training and Recommendation. Success in pharmacies depends on the pharmacist. It is essential to invest in:
● Pharmacy team training
● Recommendation support materials
● Clear and evidence-based sales arguments
Logistics: both a filter and an enabler
Another major differentiating factor of the pharmacy channel is its high level of logistical requirements.
Operating in this environment means adapting to pharmaceutical distribution standards, including:
● Product control and traceability
● Efficient management of a broad product range
● Specific storage conditions
● High service levels and frequent deliveries
In this regard, logistics acts not only as an enabler but also as an entry filter for new manufacturers, who must align with these requirements.
The growth of consumer products in pharmacy
In this context, the share of consumer products within the pharmacy channel has continued to grow in recent years. Consumer categories are expanding due to:
- Greater consumer focus on self-care
- An ageing population
- Increasing concern for health and wellbeing
At Logista Pharma, we have observed sustained growth in turnover associated with consumer goods clients within pharmacy distribution, with year-on-year increases reflecting this transformation of the channel.
A channel with a bright future... for those who adapt
The transformation of the pharmacy channel is not a passing trend but a structural evolution aligned with developments already seen in more advanced international markets.
For manufacturers, the opportunity is clear, but success depends on understanding and adapting to the channel’s specific characteristics:
- A highly regulated environment
- A model built on trust
- High quality standards
- The pharmacist’s key role as a trusted advisor
Those who successfully align their value proposition with these principles will find pharmacies to be a strong and sustainable channel for long-term growth.
FAQs
Growth is being driven by increasing demand for self-care, wellbeing and preventive healthcare products. Pharmacies are trusted environments where consumers seek comprehensive health solutions supported by professional advice.
Pharmacies have expanded their ranges to include dermocosmetics, food supplements, hygiene products, wellbeing solutions and healthcare devices. These consumer product categories are aligned with the growing trend towards preventive healthcare and personal care.
The pharmacy channel enables manufacturers to position products in a highly credible environment, benefiting from pharmacist recommendation and reaching more informed and demanding consumers.
Manufacturers must comply with high standards of quality, traceability and safety, provide scientific evidence and adapt their communication to the healthcare environment.
Pharmaceutical logistics is essential to ensure effective pharmacy distribution, providing traceability, quality control, product availability and compliance with healthcare sector requirements.
Pharmacy distribution is becoming increasingly diversified, with sustained growth in consumer products and new categories, following trends already established in other international markets.
The pharmacy channel offers opportunities for sustainable growth, positioning within a healthcare environment and long-term brand development, particularly for products linked to health and wellbeing.