What do consumer want and expect from community pharmacy...
2025 Consumer Research Report
NPA Consumer Research
In May 2025, the NPA commissioned Savanta to conduct consumer research across the UK to find out more about consumers perceptions of community pharmacy.
The methodology included a quantitative survey, offering robust data to demonstrate public opinion and key issues and expectations related to pharmacy services, and a programme of focus group discussions, providing deeper understanding of public sentiment on these issues.
Areas explored within this consumer research included:
Community pharmacy role
How are pharmacies currently viewed and their role in healthcare
Consumer demand
What consumers needs and expectations are from their pharmacy
Barriers
What are the barriers and gaps preventing greater use of pharmacies
Technology
What are consumers comfort opinions on digital and automated pharmacy services
Competition and loyalty
What makes consumers loyal to a pharmacy
In-pharmacy environment and experience
The type of environment and customer experience consumers want from their pharmacy
Opportunities
Additional services people are willing to pay for from their pharmacy
Consumer Research Report 2025
The full report, finding and recommendations are exclusively available to NPA members.
Members can access this report on the Membership hub.
Report highlights
Below are some of the key insights from the consumer research report, members can access the full report with more in-depth findings on the NPA membership hub.
Pharmacies play a vital role in UK healthcare
Over half of the UK population use pharmacies each month, most commonly for prescriptions, but also for health advice and support with minor conditions.
Convenience and accessibility are top drivers
Pharmacies ease pressure on the NHS and GPs by providing patients with quick, reliable care for everyday health needs.
Digital services are in demand
Key interest in mobile apps, text reminders, and online health records, though some still value personal interaction.
Environment matters
Clean, clinical, and well-organised pharmacies with private consultation spaces are most appealing. Chains are valued for reliability; independents for personal service.
Strong appetite for clinical services
These include vaccinations, health screening, blood tests and consultations, while cosmetic treatments are a lower priority.
Willingness to pay for pharmacy services
Over half of patients are open to paying for additional pharmacy services. However, many express concerns about charging for core healthcare, fearing it could restrict access and undermine the values of the NHS.
GPs remain the first choice for clinical care
While people usually turn to GPs for services like blood tests and health screenings, many are also interested in accessing a range of services through pharmacies, including vaccinations, screenings, and blood tests.
Access the full findings
You can access the full consumer report including sample size, methodology, facts, figures and commentary from respondents in the full report.
Role of pharmacy
GPs are so stretched at the moment, getting an appointment can be quite challenging. So, we are a bit more reliant on expertise of pharmacists where they can diagnose minor issues. Colds, flu, sore throats and that kind of stuff.
Male respondent
ScotlandBarriers
Local pharmacies tend to be out of stock of quite a lot of different medications so we would always have to kind of go back and get the prescription. But then when I started using kind of bigger chain, it was absolutely fine.
Female respondent
WalesOpportunities
I'm not 100% sure on all the services that my pharmacy does offer. So advertising them or promoting them a little bit more I think would be helpful.
Female respondent
EnglandTechnology
I would say I’m quite comfortable using technology, anything to sort of speed up the process and make it easier… I would look towards more technology integrated healthcare.
Female respondent
Northern IrelandEnvironment
I would expect a pharmacy to be clean, light, bright, and airy. If I walked into a dark, dingy pharmacy, I don't think I'd be very happy picking up my medication from there. I'm not saying it has to be filled with colour or anything, but clean, bright, sterile to a degree. It doesn't have to look sterile, but obviously has to be sterile.
Male respondent
Midlands, EnglandNPA Future Pharmacy Network
This module is part of the NPA Future Pharmacy Network, find out more about the full project here.
