Shopping: muesli, pasta and deodorant – do drugs become supermarkets?

If you look at the shopping baskets of customers at DM, Rossmann or Müller, you will find that there are no longer just shower gel, deodorant, diapers or detergents. Ravioli, baking rolls, soup or olive oil – and thus products that were actually only bought from supermarkets or discounters in the past are also more and more common.

According to a study by the market research company YouGov, every fifth paid euro was spent in the drugstores for food between early April 2024 and at the end of March 2025. Their sales share has increased from 16.4 to 20.6 percent in the past five years. The proceeds rose by two thirds to 2.8 billion euros.

According to YouGov, almost half of their food sales now achieve organic. In Germany, every fifth euro for organic food – without freshness and baby food – is spent in the drugstores.

Survey: DM has most food buyers

Since the pandemic, the drugstores have expanded their range of food. Today they have established themselves as a permanent contact point for purchasing – especially in the area of ​​organic and health. Assortments that have recently become significantly more important. “There are more and more customers who only buy food and not classic drugstores,” says YouGov trading expert Bettina Arneth. If you do not take fresh products into account, the drugstore has pushed a bit away from the classic health food store.

Another reason for success is the shopping experience. “We know from conversations with consumers: it is often hectic in supermarkets and discounters. Drugs are less stressful, the atmosphere is different,” says Arneth. Shopping is more fun, the customers had more space and felt more comfortable.

The market research consultancy MafOwerk has also examined the topic. For this purpose, around 1,000 consumers were interviewed. More than one in four (28 percent) buys food in the drugstore once a week, another 9 percent several times. For at least 42 percent, foods are the main reason to go there. For vegetarians and customers under the age of 30, the proportion is higher. 47 percent of the respondents only get certain nutritional products in drugstores. According to the survey, the chain DM has most food buyers.

“Not only do idealists buy organic today”

The offer of the drugstores ranges from breakfast products such as muesli and spreads to coffee, tea and milk alternatives to pasta, bulgur and lentils, meat substitutes and ready meals. There are also baking ingredients, snacks such as nuts, sweets, drinks such as smoothies and oatmilk as well as sports food such as protein bars. According to DM, DM offers more than 1,500 products in the field of nutrition, Rossmann and Müller do not give numbers.

Not everything there is in the supermarket can be found in the drugstore. Among other things, fresh articles such as fruit and vegetables, but also sausage, cheese, yogurt, meat or frozen products are missing. Eva Stüber, member of the management at the Commercial Research Institute IFH Cologne, sees no disadvantage. “People buy in several places. On average, there are 3.1 shopping facilities. In drugstores you can cover your basic supply in the dry range, fresh articles are bought somewhere else.”

Numbers of the market researcher NIQ show that a reduced offer is not an obstacle. From January to April 2025, drugstores grew by almost 21 percent compared to the same period last year – and thus significantly stronger than supermarkets (+6.6) and discounter (+7.6). The number of households that buy organic products in the drugstore was almost 10 percent higher. “Not only do idealists buy organic today,” says Thomas Montiel Castro, organic expert at NIQ. Cityers increased more often.

A lot of potential for organic food until 2030

Little indicates that the trend will end soon. A study by trading expert Stüber published in 2024 still sees great potential for organic food. The turnover is likely to increase vigorously by 2030. Drugs are likely to benefit in relatively strongest. According to expert Stüber, they are increasingly competing with the food retailers: “The drugstores have become local suppliers and also enjoy great trust in food.” However, she does not believe that they become small supermarkets.

The drugstore chain DM does not intend to include fresh food in its range. “We do not assume that our customers expect fresh goods such as fruit and vegetables, refrigeration counters or frozen foods in a drugstore,” says Sebastian Bayer, marketing manager of DM. There is also a lack of space for an extended offer.

The large branchists DM, Rossmann and Müller still want to further expand their food range, as the companies explained on request. DM has other plans. In the second half of the year, customers are expected to be able to buy over -the -counter drugs such as painkillers online.

YouGov expert Arneth warns: “The drugstores have to be a bit of a little careful not to overwhelm customers with other new ranges. At some point there is no more.” The order and structure in the shop should not be lost.