OBJECTIVES Although, whether biologically active supplements (BAS) are medicines or not is still debatable, BAS keep making their way to the customer basically through pharmacies. A worldwide tendency toward “greener” choices when purchasing health status modifiers (HSM) is well documented. Current endeavor studies the pharmaceutical market situation (PMS) in Armenia (2009 to 2013) in regard to growth trends both in US dollars turnover (USDT) and number of packs sold (NPS) of BAS versus medicines, stratified by five leading diseases (LD). METHODS Statistical data on morbidity and mortality from the MOH RA were used to identify the leading five disease groups in newly identified cases. Further, statistical data on pharmaceutical market from “Pharmexpert” Marketing Research Centre (analysis of wholesale sales volumes to the retail drug stores) were investigated to identify growth rate (GR) trends of interest. RESULTS A PMS analysis has shown 11.92% and 6.65% of GR (medicines and BAS combined) in USDT and NPS respectively. For medicines alone the results were: 11.56% and 6.23% GR in USDT and NPS respectively. As for BAS, USDT and NPS, the figures were 21.48% and 15.36% of GR respectively. A further stratification by five LM has shown the highest GR in medicines used for treatment of Uro-Genital diseases (13.24% and 10.01% for USDT and NPS respectively), whereas in BAS the highest GR was in the Cardio-Vascular group (63.84% and 92.82% for USDT and NPS respectively). CONCLUSIONS The results of the study go in line with the worldwide trends in shifting whenever possible, from medicines to using HSM of natural origin, of which BAS are a major part. The study does not claim to identify the underlying compound factors influencing such a tendency. However, the reality at had compels for studying the levels of BAS administration and use literacy among both HSM prescribers and consumers.