dm & E-pharmacy Private Label Study 25

Highlights of the dm & E-pharmacy Private Label Study 25

dm entry with a signal effect: How dm wants to enter the pharmacy market via Czechia – and could achieve a market share of up to 9% by 2030.
Private labels on course for growth: Why private labels are becoming a key sales driver and can generate up to €800 million annually.
Price and visibility in the focus of private labels: In shop searches, private labels account for up to 41% of the top 3 rankings, and discounts are also higher for these brands.
Rossmann & Lidl as further players in the market: What models the two retailers are planning – and how they could further intensify competition from 2027 onwards.

dm is about to enter the pharmacy market – and with it comes a new dynamic in digital health distribution. With the ‘dm & E-Pharmacy Own Brands Study 25’, Smile AI is conducting its first comprehensive analysis of how dm – and in future probably Rossmann and Lidl – could change the market structures in the OTC online business, and what role own brands play in the digital e-pharmacy market.

The study shows that dm will soon be launching its own online pharmacy – positioning itself as a new competitor to Shop Apotheke, DocMorris & Co. At the same time, private labels are becoming the focus of growth strategies: 7 out of 15 top online pharmacies already carry their own brands, which are increasingly occupying the top positions in search results.

With exclusive data analyses, market forecasts and price comparisons, the study provides a data-based foundation for manufacturers who want to prepare for the new competitive environment – and shows the opportunities and risks that the drugstore shift presents for the digital OTC business. The drugstore market leader could be among the six largest e-pharmacies in Germany in terms of sales in its first year after launch.