Italian pharmaceutical sector sees modest retail growth but strong export surge

The 2026 Assosalute report shows Italy’s retail pharmacy market reached roughly €280 billion across 17 European countries in 2025, a 6.4% increase year‑on‑year. Over‑the‑counter (SOP) drug sales in Europe exceeded €51 billion, up 3.2%, while Italy’s per‑capita spending on OTC medicines remains low at €54.3. In 2025 Italy dispensed about 1.8 billion packs of medicines worth more than €18.9 billion; OTC volumes fell 1.5% due to milder seasonal illnesses and competition from supplements and medical devices. Physical pharmacies dominate the market, accounting for 87% of OTC volume and 89% of value, with online channels growing 13.4%.

Export data indicate the Italian pharmaceutical industry recorded a 28.5% jump in overseas sales in 2025, outpacing the modest rise in overall manufacturing output. The sector’s growth is linked to research, production, and regulatory expertise, driving demand for specialised skills across R&D, market access, medical affairs and supply‑chain management. Training programmes such as the 24 ORE Business School’s pharma master aim to equip professionals with the regulatory, commercial and analytical competencies needed to sustain the export momentum.