The pharmaceutical market is in a constant state of dynamism. There have been many changes in the market recently, and the business environment has changed, one of the most important factors driving the market being consumer behaviour and habits. Trends towards a healthier lifestyle are reflected in changes in purchasing behaviour, with the consumption of dietary supplements becoming increasingly popular. Within the pharmaceutical supply chain, the analysis focuses on pharmacies. The aim of the study is to describe the market changes affecting pharmacy retailing, in particular the effects of changing consumer habits and more conscious purchasing and the impact of the strong presence of players outside the supply chain on pharmacy turnover.