Russians have started to prefer digital pharmacies

The pharmaceutical market in Russia is moving towards active digitalization: consumers still trust traditional pharmacies, but increasingly choose online services. This is evidenced by the survey data from the fintech companies Humopeu and Sberbank Insurance.

While maintaining the habit of visiting offline pharmacies, a significant portion of customers are already using digital tools. The study showed that 73% continue to purchase medicines at regular pharmacies, while 27% place orders online. Of these, 21% pre-order through pick-up apps, 4% buy medicines on marketplaces, and 2% order home delivery. At the same time, trust levels vary: 78% of Russians trust traditional pharmacies, 38% trust online pharmacies, and only 13% trust marketplaces.

"This gap reflects the classic phenomenon of adapting to new technologies. People may retain a psychological preference for familiar formats, but in practice they are increasingly choosing more convenient and cost-effective digital options. This indicates the maturity of the market and the rationality of the consumer," said Irina Polyakova, Head of Corporate Customer Support at HUMOPEU.

It is noted that savings have become the main factor of choice. For 41% of buyers, the determining criterion is the price, which is easier to compare in digital services. Doctors' recommendations are important to 32% of respondents, while friends' advice (14%) and discounts (9%) have a greater impact than advertising, which is trusted by only 3%. The majority of Russians spend up to 1 thousand rubles per month on medicines (39%), another 28% — from 1 thousand to 2 thousand, and about 11% purchase drugs worth more than 5 thousand rubles, which may indicate chronic diseases.

To hit the dots: in 10 regions, kidney patients are not given medications

Untimely provision of drugs can lead to bone destruction, heart attacks and arrhythmias.

At the same time, a stable culture of self-medication is being formed. Almost half of the respondents (46%) admit that they do not go to the doctor in the absence of a pronounced threat, relying on their own experience or advice from a pharmacist. Only 36% fully follow the prescriptions of specialists.

"Medications should only be taken as prescribed by a doctor. To support such an informed attitude towards treatment, we compensate up to 90% of the cost of medications prescribed by doctors under the Pharmaceutical Insurance policy. You can arrange it both for yourself and for your loved ones. In 2025, every sixth insured under the program is a child, and every third is over 45 years old," said Natalia Kharina, Director of Sberbank Insurance.

The survey also showed the structure of the Russians' home medicine cabinet. They most often buy painkillers (53%) and vitamins (48%). This is followed by antiviral drugs (37%), antipyretics (31%) and antibiotics (26%). The frequency of purchases is almost evenly distributed: 27% purchase medicines several times a year, 26% every few months, and 21% do so on a monthly basis, indicating prevention or systemic treatment.

On November 24, Shamil Sultanov, a member of the Russian Bar Association, explained the rules for the disposal of expired medicines. According to him, there is no direct ban on individuals from throwing medicines into containers for household waste, and there is no administrative responsibility for this. However, such actions are officially considered undesirable: the active ingredients may remain active. In this regard, it is recommended to neutralize medicines before disposal: grind them, mix them with non-food waste, and seal them tightly.

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