Majority say cost now shapes how they buy over-the-counter medicines, with some delaying or foregoing treatment
New research has found that rising cost-of-living pressures are now directly impacting how people in Ireland access everyday medicines, with a significant proportion of the public changing their purchasing behaviour for over-the-counter (OTC) treatments.
The research, commissioned by Azure Pharmaceuticals and conducted by Amarach Research, shows that 64% of people say the rising cost-of-living has affected how they buy over-the-counter medicines, with 40% saying they are looking for cheaper alternatives and 26% reporting that they are buying OTC medicines less often.
36% say the cost of over-the-counter medicines has stopped them from buying something they needed, pointing to a growing affordability challenge in primary care.
The findings highlight how financial pressures are increasingly influencing healthcare decisions that were once considered routine, with potential implications for early intervention, treatment continuity, and overall patient outcomes.
The research also found that price is now a central factor in decision-making, with 47% of respondents saying cost is very important when purchasing OTC medicines. Notably, 22% of those aged 18 to 24 years said price was unimportant, twice the level and more of other age cohorts. This is driving a shift in behaviour, including increased openness to lower-cost generic alternatives and greater reliance on pharmacists for advice on value-based options.
79% of respondents indicated a willingness to be informed about better-value options.
Commenting on the findings, Sandra Gannon, Managing Director of Azure Pharmaceuticals, said:
“What we are seeing is a shift in how people engage with everyday healthcare. Decisions that were once straightforward, like buying an over-the-counter medicine when you need it, are now being influenced by cost in a very real way.
“For pharmacists, this is playing out every day at the counter. Patients are asking more questions about price, looking for alternatives, and in some cases, delaying treatment altogether. That has implications not just for individuals, but for the wider health system.
“It remains to be seen whether this is a snapshot in time or indeed whether, against the backdrop of rising inflation, pricing concerns magnify further. It is clear that price sensitivity is present.
“The findings also point to evolving consumer behaviour, particularly among younger age groups, who are more likely to prioritise convenience and explore alternative purchasing channels”, Ms Gannon concluded.
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About the Research
The research was conducted by Amarach Research on behalf of Azure Pharmaceuticals and is based on a nationally representative sample of 1,000 adults in Ireland. It was undertaken the week beginning 23 February 2026.