Darnytsia and Factum Group Ukraine Studied Trends in the Development of Ukraine’s Pharmaceutical Market
Darnytsia Pharmaceutical Company, together with the research agency Factum Group Ukraine, has presented the results of a study on the key trends in the development of Ukraine’s pharmaceutical market.
Recovery Despite Challenges
The Ukrainian pharmaceutical market is showing signs of recovery after the shocks caused by the war and economic difficulties. Sales of medicines are increasing, and manufacturers are communicating more actively with consumers through social media and television. At the same time, the market is changing under the influence of new needs of both the military and civilians, in particular, there is a growing demand for drugs for the nervous system.
Dietary Supplements and Legislative Nuances
Due to difficulties with drug registration, the share of dietary supplements (DSs) is increasing, although attitudes towards them among professionals are mixed. In wartime conditions, some legislative norms, such as the sale of prescription drugs without a prescription, are often ignored.
Prices and Accessibility
A significant increase in medicine prices is drawing criticism from all expert groups participating in the study. Often, prices for Ukrainian medicines are even higher than in Europe, and pharmacy and distributor markups only worsen the problem. At the same time, there are programs that help make medicines more affordable, such as the “Affordable Medicines” program and the planned price reductions from 2025.
Quality and Trust
Experts’ opinions on the quality of Ukrainian medicines are divided: some note higher standards and increased exports, while others complain about the reduced effectiveness of certain drugs.
Migration and New Needs
Forced migration has significantly changed the number and structure of consumers. The decrease in population has intensified competition among manufacturers. Changes in the demographic composition are leading to the emergence of new needs for medicines.
Development of National Manufacturers
Ukrainian pharmaceutical companies are actively expanding their product range, launching new generics, and increasing exports. Patriotic sentiments and price sensitivity are boosting loyalty to domestic medicines.
Transformation of Pharmacies
Pharmacies are expanding their functions by providing first aid and basic diagnostics. At the same time, the market is becoming monopolized by large chains that are launching their own private labels, creating new challenges for manufacturers.
Reputation — the Key to Partnership
A company’s reputation, particularly the absence of ties with the aggressor country, has become an important factor for partnership in the market.
For Reference
The study was conducted by Factum Group Ukraine at the request of Darnytsia Pharmaceutical Company. As part of the research, 44 in-depth online interviews were conducted with pharmacists, doctors (including opinion leaders and bloggers), representatives of pharmaceutical companies, management of medical institutions and higher educational institutions (medical and pharmaceutical fields), as well as representatives of the media, large businesses, and business associations.
The geography of the study is Ukraine (non-occupied territories).
The study was conducted in February 2025.