Introduction. The pharmaceutical industry is an ever-growing and innovation-intensive global industry that produces essential medicines for health care and meeting the needs of consumers around the world. Currently, the pharmaceutical industry plays a major role in the world economy, with global companies operating in different countries and regions, and measuring its competitiveness involves differentiated indicators, including productivity, trade balance and global market shares. Aim of the study. Retrospective analysis of the situation of the pharmaceutical industry and factors influencing competitiveness, assessment of the influence of investment in research and development, capital and labor on the growth of the pharmaceutical industry and sales, examination of trends and technological changes in the pharmaceutical industry. Material and methods. A systematic literature search conducted on the National Library of Medicine, Medline, PubMed and Embase. It was searched Medline, PubMed and Science Direct databases, including reference lists of relevant papers, from 1980 to 2022, using keywords related to – analysis, pharmaceutical, market, industry, retrospective. A questionnaire was formulated to collect opinions and information from patients, pharmacists and drug manufacturers on modern trends that have affected the development of the pharmaceutical market in recent years.Results. Pharmacists can respond to customer needs by engaging in pharmaceutical market research (52,7%), implementing a customer information system (74,5%), periodically evaluating customer feedback (52,7%), providing specialized assistance in a specific field (38,2%), and using technology to improve production and distribution processes in pharmacies, including automating production and distribution processes and monitoring stocks and products. It is important that pharmacies adapt to market changes in order to remain relevant and competitive. Conclusions. Pharmacies need to adapt to new market requirements, identify development opportunities and offer personalized products and services. In addition, the use of technology can be of great help to streamline processes and provide better customer service. Continuing education of employees is essential to keep abreast of new trends and developments in the pharmaceutical market and to provide customers with relevant and up-to-date information about the products and services offered. In conclusion, adapting to changes in pharmaceuticals is crucial to remain competitive and relevant in the market.