OTC (over-the-counter) medicines are drugs that can be bought directly by the public without a prescription from a healthcare professional. They are readily available in pharmacies, supermarkets, and other retail outlets, offering convenient and timely relief for conditions like pain, colds, allergies, and minor digestive issues. In the UK, this market generated £3.26 billion in revenue in 2025 and it is projected to experience continued growth.
Pharmacists play a key role in advising the public on the safe and effective use of OTC medicines. They can provide guidance on product selection, dosage, potential side effects, and when it is necessary to seek further medical advice. This blog post aims to provide pharmacists with a concise overview of key aspects related to OTC medicines, including regulations, common scenarios, and best practices.
OTC medicines regulation in the UK
The Medicines and Healthcare products Regulatory Agency (MHRA) is the governing body responsible for determining which medicines can be sold over the counter. This classification is based on a rigorous assessment of the medicine’s safety profile, the condition it treats, and whether individuals can use it safely and effectively without medical supervision. The MHRA categorises medicines into three legal statuses:
- Prescription-Only Medicines (POM): These require a prescription from a doctor or other authorised healthcare professional.
- Pharmacy Medicines (P): These can be sold in a registered pharmacy under the supervision of a pharmacist. While a prescription is not required, the sale is subject to the pharmacist’s professional judgment. This oversight allows the pharmacist to offer advice on safe and appropriate use, check for potential drug interactions, and assess the patient’s suitability for the medication. Many medicines that were once only available on prescription may become P medicines after a well-established safety profile.
- General Sales List (GSL): These can be sold in various retail outlets without the need for a pharmacist’s supervision. They are deemed the safest for self-treatment of minor and self-limiting conditions. Examples include certain mild painkillers and basic first-aid creams.
Over-the-counter medicines encompass both general sales list and pharmacy medicines, clearly differentiating medications obtainable without a prescription from those requiring one. While commonly used, the term “over the counter medicines” is not a formal designation within UK medicines regulations.
Analgesics represent the largest segment within the UK OTC medicines market, with a market volume of £770.55 million in 2025. When considering the population, the per person revenue generated in the United Kingdom’s OTC market in 2025 is £47.82.
The reclassification process of the OTC medicines
The MHRA continuously reviews the classification of medicines to ensure they are available in the most appropriate setting. A process called «reclassification» or «switching» allows medicines to move from POM to P or GSL status when sufficient evidence demonstrates that they can be used safely and effectively without a prescription.
Recently, the government and the MHRA have been actively encouraging more applications for reclassification in specific health areas where increased OTC availability could benefit patients. These areas include:
- Short-term sleep aids
- Oral health products
- Pain management for conditions like migraine and osteoarthritis
- Allergic rhinitis treatments
- Skin conditions such as acne, eczema, and psoriasis
- Certain women’s health issues
The reclassification process involves a thorough assessment of safety data, the likelihood of misuse, and the ability of consumers to understand the product information and use it correctly. Companies holding the marketing authorisation for a medicine can apply for reclassification by submitting detailed information to the MHRA. The MHRA then evaluates the application, potentially consulting with expert advisory bodies before making a decision. This process ensures that any medicine made available over the counter has a well-established safety profile and that the benefits of increased access outweigh any potential risks. Learn more about the UK government’s official guidance on reclassifying products here.
Pricing of OTC medicines in UK pharmacies
In the UK, the prices of OTC medicines are not subject to central regulation in the same way as prescription medications (POM). While the National Health Service (NHS) sets reimbursement prices for prescription drugs, individual pharmacies have the autonomy to determine their own pricing for OTC products.
As a result, the price of a specific OTC medicine can vary between different pharmacies and even among different branches of the same pharmacy chain. Factors influencing these price differences can include the pharmacy’s operational costs, negotiated purchasing agreements with suppliers, and the level of local competition.
Despite this price variability, UK pharmacists are expected to uphold high ethical and professional standards when recommending OTC medicines. The patient’s health and well-being should always be the paramount consideration, ensuring that recommendations are based on the most suitable therapeutic option, irrespective of price. Pharmacists often advise patients on cost-effective alternatives, including generic options when available.
Online sales of OTC medicines by the UK pharmacies
The online sale of OTC medicines has become an increasingly prevalent practice in the UK, offering convenience to patients who prefer to purchase pharmacy products from their homes. This activity is regulated by the Medicines and Healthcare products Regulatory Agency (MHRA) and the General Pharmaceutical Council (GPhC), which sets the standards for registered pharmacies providing online services.
Only pharmacies that are registered with the GPhC and meet their specific criteria are legally permitted to sell OTC medicines online. These requirements are in place to ensure patient safety and maintain the quality of the online pharmacy service. Key aspects of these regulations include:
- Clearly displaying the pharmacy’s GPhC registration number and physical address on their website.
- Providing comprehensive and accurate information about the medicines offered, including their uses, dosages, precautions, and potential side effects.
- Ensuring that a qualified pharmacist is responsible for the online pharmacy operations and is readily available for patient consultations.
- Implementing secure systems for processing payments and safeguarding patient data in compliance with data protection legislation.
- Establishing reliable procedures for the safe and secure delivery of medicines to patients.
The GPhC also operates a voluntary internet pharmacy logo scheme to help the public identify legitimate online pharmacies. Pharmacies registered under this scheme display a logo that links directly to their entry on the GPhC’s official register, allowing patients to easily verify the pharmacy’s legitimacy.
Why sell your OTC medicines online with Just Eat
As the OTC market evolves, innovative solutions are emerging to help pharmacies connect with a wider customer base. One such development involves collaborations that leverage existing consumer platforms. For instance, LUDA Partners has established a partnership with popular delivery platform Just Eat to facilitate the online sale of pharmacy products. This initiative allows pharmacies to tap into Just Eat’s extensive user base, currently reaching 19 million potential customers in the UK, without the need for investment in marketing, website development, or delivery infrastructure.
Early adoption of such platforms in the UK suggests promising results. Nearly 200 pharmacies in the UK have already joined this network, which forms part of a larger European network of 3,700 pharmacies. These early adopters are experiencing an average revenue increase of £1,000 per month through this channel. Notably, this model operates with no upfront costs or setup fees, presenting a low-risk opportunity for pharmacies to expand their reach and revenue, with a commission-based structure of just 10% applied only upon a successful sale.
Interestingly, the United Kingdom’s OTC market is witnessing a surge in demand for natural and herbal remedies, reflecting a growing consumer interest in alternative healthcare options. Furthermore, the way consumers purchase these medicines is also evolving, with an estimated 35.01% of the total revenue in the OTC medicines market expected to be generated through online sales by 2025. This highlights the increasing importance of digital channels in accessing OTC healthcare products, making collaborations like the one facilitated by LUDA Partners particularly relevant.
Conclusion
In conclusion, OTC medicines are an integral part of healthcare in the UK, providing accessible and convenient relief for many common health issues. The ongoing efforts to review and reclassify medicines, coupled with evolving consumer preferences, purchasing habits, and online sales channels, aim to further empower consumers to manage their health effectively while also supporting the sustainability and growth of community pharmacies within the National Health Service.