Benu Farmacia Removes VAT on Over-the-Counter Products Across Italy
Benu Farmacia will eliminate value-added tax on parafarmaco products across its more than 370 Italian retail locations starting October 7 and running through November 3, 2026, farmaciavirtuale.it reported. The retail brand, operated by PHOENIX Pharma Italia, applies the tax cancellation to both corporate-owned and franchised pharmacies under the promotional slogan “Quando il benessere raddoppia, l’Iva si azzera.” Shoppers qualify for the discount by purchasing at least two over-the-counter products from the same tax category during the promotional window.
Discount rates vary by item tax level
The discount matches the exact tax rate attached to each eligible item at the time of purchase. For products carrying a 22% VAT rate, the price reduction equals 18.04%, while items taxed at 10% receive a 9.09% reduction based on the current retail price. The promotion excludes non-selected items and cannot combine with other active sales initiatives.
Access requirements vary depending on the pharmacy’s operating model. Customers shopping at corporate-owned Benu locations face no additional requirements to receive the discount. Shoppers visiting franchised locations must present an active Carta Extra loyalty card to qualify for the tax removal.
PHOENIX Pharma Italia supports families facing economic pressures
Lorenzo Clerici, Group Customers and Channels Director at PHOENIX Pharma Italia, stated that the ongoing economic pressures and continuous price increases have rapidly reduced the purchasing power of families and citizens. The company chose to maintain its local presence and support health and prevention needs despite a challenging macroeconomic environment.
This initiative builds on the company’s prior pricing strategies, specifically mirroring the removal of the tampon tax. Benu Farmacia has maintained the elimination of the tampon tax across its network for six consecutive years, and that policy remains active in the network alongside the new over-the-counter promotion.
Frequently Asked Questions About the Benu Farmacia VAT Removal
Which locations are participating in the Benu Farmacia VAT promotion?
The tax cancellation applies across all more than 370 Benu Farmacia locations operating in Italy. The participating network includes both corporate-owned pharmacies and franchised stores.
What are the exact dates of the tax-free promotion?
The promotion begins on October 7, 2026, and concludes on November 3, 2026. Discounts are only valid for purchases made within this window.
Do customers need a loyalty card at all participating stores?
No. Customers at corporate-owned Benu pharmacies receive the discount automatically without any special card. However, shoppers visiting franchised locations must present a Carta Extra loyalty card to access the promotion.
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