PhYSICIAN recommended
ANNUAL OTC COUNSELLING &
RECOMMENDATION SURVEY
The Annual OTC Counselling & Recommendation Survey is an industry indicator that has tracked and measured pharmacist and physician counselling patterns for OTC (Over-The-Counter) products for 32 and 18 years, respectively. It is the only Canadian survey to research the role of Canadian pharmacists and physicians as counsellors, advisors and influencers in the area of nonprescription products. Every year, Pharmacy Practice + Business and The Medical Post ask our extensive audience of pharmacists and physicians to tell us what OTC brands they personally recommend.
About the #1 OTC Brand logo Only the OTC products voted #1 most-recommended brands by pharmacists in the Pharmacy Practice + Business Survey and physicians in the Medical Post’s Survey on OTC Counselling & Recommendations may use this logo or claim to be “Pharmacists’ and/or Physicians’ most recommended brand.”
Survey methodology
The 2026 Survey on OTC Counselling & Recommendations was an online survey fielded between October 2025 and January 2026 by the research division of EnsembleIQ.
To establish the OTC brand rankings, respondents were first asked an open-ended question: How often do you make recommendations on this product category each month?
Subsequently, respondents were presented with a comprehensive list of brands for each category and were asked to: Please indicate which brand(s) you usually recommend.
Responses less than 19% not shown; n=1,582; 84% recommend in category. Results may total >100% due to multiple brand recommendations. BASE: Make at least 1 recommendation/month
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What OTC brands do pharmacists most recommend?
Acne Treatment
Acne Treatment
PHARMACIST RECOMMENDED
PHYSICIAN MOST-RECOMMENDED BRAND
Antinauseant
PHYSICIAN MOST-RECOMMENDED BRAND
Adult Probiotic
PHYSICIAN MOST-RECOMMENDED BRAND
Acne Treatment
Tagamet
1%
Gelusil
2%
Prilosec
5%
Prevacid
20%
Nexium
66%
Pepcid
71%
AVERAGE RECOMMENDATIONS / MONTH : 11
Responses less than 1% not shown; n=1,793; 96% recommend in category. Results may total >100% due to multiple brand recommendations. BASE: Make at least 1 recommendation/month
PHYSICIAN MOST-RECOMMENDED BRAND
Acid Reducers
Vaginal Lubricant
Therapeutic Skin Cleanser
Sunscreen
Scar/Stretch Marks Therapy
Pediatric Probiotic
Nail Fungus Treatment
Moisturizer/Dry Skin Product
Lice Treatment
Laxative
Iron Supplement
Hemorrhoid Treatment
Heat Analgesic
Fibre Supplement
Eczema Care
Condoms
Cold Sore Remedy
Blood Pressure Monitor
Blood Glucose Meter
Antinauseant
Adult Probiotic
Acne Treatment
Acid Reducers
PHYSICIAN
MOST-RECOMMENDED BRANDS
Pharmacist
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Pharmacist recommended
PHYSICIAN RESULTS COMING JUNE 2026
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A total of 1,882 Canadian pharmacists (including 756 Quebec Pharmacists) responded to the survey for a margin for error of ± 2.20 at the 95% confidence level.
In total, 41 product categories were presented to the overall sample of pharmacists.
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A total of 726 Canadian physicians (including 363 Quebec Physicians) responded to the survey for a margin for error of ± 3.63 at the 95% confidence level.
In total, 33 product categories were presented to the overall sample of physicians.
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Adult Eczema Care
Anti-nauseant
Blood Glucose Meter
Clinical Strength Antiperspirants
Cold Sore Remedy
Heat Analgesic (patch/wrap/rub)
Hemorrhoid Treatment
Iron Supplement
Laxative
Lice Treatment
Vaginal Lubricant
Nail Fungus Treatment
Nasal Lubricants
Pediatric Probiotic
Sunscreen
Therapeutic Skin Cleanser
Topical Wound Care
UTI Prevention
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42%
CeraVe
79%
Benzagel
42%
Cetaphil
30%
Spectro
23%
La Roche-Posay
19%
PanOxyl
5 Average Recommendations/Month
Responses less than 37% not shown; n=1,737; 92% recommend in category. Results may total >100% due to multiple brand recommendations. BASE: Make at least 1 recommendation/month
9 Average Recommendations/Month
37%
Eucerin
39%
Glaxal Base
40%
Cortate
41%
Aveeno Eczema Care
45%
Cetaphil
71%
CeraVe
PHARMACIST RECOMMENDED
Adult Eczema Care
Responses less than 2% not shown; n=1,811; 96% recommend in category. Results may total >100% due to multiple brand recommendations. BASE: Make at least 1 recommendation/month
11 Average Recommendations/Month
2%
Jamieson
2%
Gastrovol
8%
Sea Band
12%
Gaviscon
17%
Pepto-Bismol
92%
Gravol
PHARMACIST RECOMMENDED
Anti-nauseant
Responses less than 32% not shown; n=1,640; 87% recommend in category. Results may total >100% due to multiple brand recommendations. BASE: Make at least 1 recommendation/month
7 Average Recommendations/Month
2%
Jamieson
2%
Gastrovol
32%
FreeStyle Lite
37%
Accu-Chek
58%
OneTouch
81%
Contour / Contour Next / Ascensia
PHARMACIST RECOMMENDED
Blood Glucose Meter
Responses less than 5% not shown; n=773; 41% recommend in category. Results may total >100% due to multiple brand recommendations. BASE: Make at least 1 recommendation/month
3 Average Recommendations/Month
5%
Mitchum Clinical Protection
7%
Secret Clinical Strength
8%
Perspirex Plus
10%
Degree Clinical Protection
12%
Dove Clinical Protection
85%
Drysol
PHARMACIST RECOMMENDED
Clinical Strength Antiperspirants
Responses less than 6% not shown; n=1,641; 87% recommend in category. Results may total >100% due to multiple brand recommendations. BASE: Make at least 1 recommendation/month
7 Average Recommendations/Month
6%
Coldsore-FX
11%
Blistex
12%
Zilactin
13%
Orajel
29%
Lipactin
92%
Abreva
PHARMACIST RECOMMENDED
Cold Sore Remedy
Responses less than 25% not shown; n=1,538; 82% recommend in category. Results may total >100% due to multiple brand recommendations. BASE: Make at least 1 recommendation/month
8 Average Recommendations/Month
25%
Deep Heat
32%
Magic Bag
38%
Salonpas
38%
Icy Hot
38%
Deep Relief
48%
Rub A535/Antiphlogistine
PHARMACIST RECOMMENDED
Heat Analgesic (patch/wrap/rub)
Responses less than 15% not shown; n=1,713; 91% recommend in category. Results may total >100% due to multiple brand recommendations. BASE: Make at least 1 recommendation/month
5 Average Recommendations/Month
25%
Deep Heat
15%
Hemovel
30%
35%
Tucks
41%
Preparation H
95%
Anusol
PHARMACIST RECOMMENDED
Hemorrhoid Treatment
Venixxa
Responses less than 15% not shown; n=1,530; 81% recommend in category. Results may total >100% due to multiple brand recommendations. BASE: Make at least 1 recommendation/month
9 Average Recommendations/Month
15%
OptiFer
16%
Jamieson
19%
Wampole
22%
Proferrin
51%
Palafer
73%
FeraMAX
PHARMACIST RECOMMENDED
Iron Supplement
Responses less than 25% not shown; n=1,831; 97% recommend in category. Results may total >100% due to multiple brand recommendations. BASE: Make at least 1 recommendation/month
13 Average Recommendations/Month
25%
Colace
39%
Dulcolax
41%
Metamucil
58%
RestoraLAX
61%
Senokot
73%
Lax-A-Day
PHARMACIST RECOMMENDED
Laxative
Responses less than 2% not shown; n=1,545; 82% recommend in category. Results may total >100% due to multiple brand recommendations. BASE: Make at least 1 recommendation/month
5 Average Recommendations/Month
2%
Zap
18%
R&C
28%
Resultz
28%
Kwellada-P
56%
Nix
74%
Nyda
PHARMACIST RECOMMENDED
Lice Treatment
Responses less than 9% not shown; n=1,333; 71% recommend in category. Results may total >100% due to multiple brand recommendations. BASE: Make at least 1 recommendation/month
4 Average Recommendations/Month
9%
Dr. Scholl's
17%
Fungi-Nail
19%
Micatin
19%
FUNGICURE
22%
Tinactin
51%
Emtrix
PHARMACIST RECOMMENDED
Nail Fungus Treatment
Responses less than 12% not shown; n=1,658; 88% recommend in category. Results may total >100% due to multiple brand recommendations. BASE: Make at least 1 recommendation/month
5 Average Recommendations/Month
12%
Otrivin
37%
NeilMed
38%
Salinex
42%
HydraSense
63%
Rhinaris
85%
Secaris
PHARMACIST RECOMMENDED
Nasal Lubricants
Responses less than 12% not shown; n=1,197; 64% recommend in category. Results may total >100% due to multiple brand recommendations. BASE: Make at least 1 recommendation/month
4 Average Recommendations/Month
12%
Ddrops Kids / Ddrops Baby
13%
Culturelle
23%
Florastor
24%
Probaclac
26%
Bio-K Plus / Bio-Kidz
85%
BioGaia
PHARMACIST RECOMMENDED
Pediatric Probiotic
Responses less than 21% not shown; n=1,457; 77% recommend in category. Results may total >100% due to multiple brand recommendations. BASE: Make at least 1 recommendation/month
5 Average Recommendations/Month
12%
Ddrops Kids / Ddrops Baby
21%
Vichy
21%
Aveeno
32%
Neutrogena
53%
La Roche-Posay / Anthelios
57%
Ombrelle
PHARMACIST RECOMMENDED
Sunscreen
Responses less than 20% not shown; n=1,307; 69% recommend in category. Results may total >100% due to multiple brand recommendations. BASE: Make at least 1 recommendation/month
5 Average Recommendations/Month
20%
Aveeno
28%
La Roche-Posay
28%
Benzagel
34%
Spectro Jel
60%
CeraVe
72%
Cetaphil
PHARMACIST RECOMMENDED
Therapeutic Skin Cleanser
Responses less than 8% not shown; n=1,680; 89% recommend in category. Results may total >100% due to multiple brand recommendations. BASE: Make at least 1 recommendation/month
8 Average Recommendations/Month
8%
Ozonol
10%
Bioderm
17%
Bactine
18%
Elastoplast
26%
NeilMed Wound Wash
82%
Polysporin
PHARMACIST RECOMMENDED
Topical Wound Care
Responses less than 7% not shown; n=1,220; 65% recommend in category. Results may total >100% due to multiple brand recommendations. BASE: Make at least 1 recommendation/month
6 Average Recommendations/Month
7%
Uriexo
13%
Webber
19%
Probaclac
20%
Align
21%
Jamieson
37%
Utiva
PHARMACIST RECOMMENDED
UTI Protection
Responses less than 14% not shown; n=1,255; 67% recommend in category. Results may total >100% due to multiple brand recommendations. BASE: Make at least 1 recommendation/month
4 Average Recommendations/Month
14%
Astroglide
18%
Vasigil
35%
Gynatrof
36%
RepaGyn
48%
K-Y
75%
Replens
PHARMACIST RECOMMENDED
Vaginal Lubricant
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QUÉBEC RESULTS
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