The market at a glance

• Highest market presence: Chemist Warehouse holds the top position across all primary metrics, leading the industry in aided awareness (91%), consideration (73%), exploration (in-person 72% and online 51%), and preferred brand status (in-person 54% and online 50%).
• Conversion standouts: While Chemist Warehouse leads on conversion efficiency at every funnel stage, the second tier tells a different story: Priceline, TerryWhite Chemmart, and Amcal+ lose consumers at each step, with broad recognition yet to translate into commitment.
• Trust and perception leaders: Chemist Warehouse also achieves the highest brand trust score in the sector at 94%, and leads all diagnostic perception metrics including value for money (84%), product availability (84%), professional expertise (81%), reliable health services (77%), and fast service (74%).

Sydney, 26 March 2026 — Conjointly Brand Tracker has expanded its coverage to include the Australian pharmacy chains industry, providing detailed insights into how consumers discover, consider, and choose their preferred pharmacy.

Initial Findings from the Australian Pharmacy Chains Market

Chemist Warehouse commands a dominant presence in the Australian pharmacy landscape, leading across all tracked metrics: 91% aided awareness, 73% consideration, exploration (72% in-person and 51% online), and capturing more preferred-brand share than all other brands combined (54% in-person and 50% online). Priceline Pharmacy (81% awareness), TerryWhite Chemmart (75% awareness) and Amcal+ (62% awareness) hold solid positions in the awareness tier.

Chemist Warehouse demonstrates exceptional conversion efficiency, leading at every funnel stage: 80% from awareness to consideration, near-perfect into exploration, and strong through to preferred brand. The second tier tells a different story: Priceline (49%), TerryWhite Chemmart (43%), and Amcal+ (31%) shed consumers at each successive step, with broad recognition not yet converting into commitment. Direct Chemist Outlet is the category’s hidden performer: at just 28% awareness, less than half of Amcal+’s, it achieves a comparable preferred brand score, driven by a standout 83% awareness-to-consideration conversion rate.

Across the category, in-person exploration scores tend to run higher than online, yet preferred brand scores are broadly similar between the two channels, suggesting that once consumers actively engage with a brand, their likelihood to commit is consistent regardless of channel.

Perhaps most notable in this category is the consistently elevated level of brand trust across the sector. Chemist Warehouse leads at 94%, followed closely by Good Price Pharmacy Warehouse (93%), Wizard Pharmacy (92%), MyChemist (92%), and TerryWhite Chemmart (92%). This tight clustering near the top reflects an inherent consumer confidence in pharmacies as health partners, a baseline trust that is sector-wide rather than brand-specific.

On performance perceptions, Chemist Warehouse’s dominance is unmatched across every measured attribute as well: 84% value for money (a 19-point gap over the nearest competitor, Direct Chemist Outlet), 84% product availability, 81% professional expertise, 77% reliable health services, and 74% fast service. TerryWhite Chemmart and Priceline Pharmacy show competitive scores on professional expertise (73% and 72% respectively) and reliable health services (72% and 67%), suggesting a possible path for these brands to differentiate on clinical credibility as consumer expectations continue to evolve.

“What the pharmacy data shows is a category with a clear market leader and a strong baseline of trust across the board,” says Nik Samoylov, Founder of Conjointly. “Chemist Warehouse has built something valuable: scale and trust simultaneously. For challengers like Priceline and TerryWhite Chemmart, the opportunity lies in converting existing awareness and perceived expertise into stronger consumer preference and commitment.”

The findings are based on a syndicated study of 1,113 Australian pharmacy customers who had visited a pharmacy in-person or shopped with one online in the past 6 months. Participants were recruited via Conjointly’s panel network and compensated for their time, with the sample weighted to national demographics to ensure findings are market-representative.

Explore the Australian pharmacy chains data at https://brandtracker.conjointly.com/australia/pharmacy-chains/.

About Brand Tracker by Conjointly

Brand Tracker delivers automated brand performance reporting with rigorous, market-representative insights. Australian businesses across industries can now access statistically weighted brand funnel data, including awareness, consideration, purchase intent, and preference.

“We built Brand Tracker because we want to make insights about brand tracking accessible to everyone: big and small businesses alike,” said Nik Samoylov, Founder of Conjointly. “Brand Tracker has easy-to-use and easy-to-digest analytics about brand positioning, brand awareness, and more, without requiring a six-figure commitment.”

Brand Tracker currently offers Australian businesses free access to detailed public brand data across six industries. For monitoring of your own brand with advanced analytics and real-time dashboards, Priority Access starts from the industry-breaking price of $6,000 per year, a fraction of traditional agency costs. Custom tracking solutions are also available for businesses with specific needs.

About Conjointly

Conjointly started as a simple online tool for conjoint analysis in 2016 and has since evolved into an industry-leading market research platform. Conjointly holds ISO 20252:2019 (Sampling), ISO 27001:2022, ISO 27701:2019, and SOC 2 Type II certifications, and is a member of the Insights Association and the British Healthcare Business Intelligence Association.

Conjointly’s tools address the most common pricing and product research problems and are supplemented with expert support and guidance from experienced researchers. With thousands of projects performed on the platform, Conjointly is the go-to research place for hundreds of clients.