Consumer awareness and market trends in OTC drugs and food supplements: a 10-year comparative study in Bulgaria

This study identifies a significant shift in consumer trust toward healthcare professionals, particularly physicians, as key influencers in the selection of OTC drugs and food supplements (χ² = 10.88, p ≤ 0.01). Trust in pharmacists remained stable over the decade (χ² = 0.10, p ≥ 0.05). In 2023, 68.0% of respondents reported using supplements only when needed, compared to 34.3% in 2013 (χ² = 38.2, p ≤ 0.001), indicating more rational use. Nearly half (49.1%) acknowledged that some supplements may pose health risks. These findings underscore the need for enhanced regulatory oversight and targeted communication strategies to combat misinformation, manage risk perception, and support evidence-based self-medication.