144 RXINSIDER | 2026 PHARMACY500 PLATINUM PAGES
MERCHANDISING
• DME, Devices, Merchandise
• OTC Products, Vitamins, Supplements
OVERVIEW
Pharmacy merchandising primarily occurs in community/retail
settings. Both chain and independent pharmacies sell a wide
variety of items beyond prescription medications, supporting
health, wellness, and daily living needs, including DME,
devices, and front-end merchandise, OTC products, vitamins,
and supplements.
KEY TERMS
• Durable Medical Equipment (DME) includes equipment and
supplies used for home health care, such as mobility aids
(e.g., crutches, walkers, etc.).
• Pharmacy merchandise encompasses over-the-counter
(OTC) or non-prescription drugs, health and beauty products,
medical devices, dietary supplements, personal care items,
and other related goods.
$44.3B
was spent in total OTC medicine
retail sales (2024).
Source: Consumer Healthcare Products Association
Source: IRI
is the total number of annual
retail trips to purchase
OTC products.
2.9B
is spent per year by
the average U.S. households
on OTC products.
$338
OTC products are in
the average American’s
medicine cabinent.
26
Source: Astute Analytical
Source: IRI
60%
of the OTC market share is owned by
drug stores and retail pharmacies.
Source: Astute Analytical