Introduction. The main strategic guideline of the domestic pharmaceutical industry in the perspective of 2030 should be innovative import substitution based on accelerated, effective implementation of promising drug developments, primarily domestic ones. Russian-made medicines that successfully compete with imported ones have begun to appear on the pharmaceutical market of hormonal contraceptives and drugs for hormone replacement therapy (HRT). Aim. To analyze the current situation on the market of medicines of groups of hormonal contraceptives and hormone replacement therapy in order to optimize the assortment portfolio of pharmacy organizations against the background of import substitution processes. Materials and methods. The research uses: content analysis of literary sources and Internet resources, the method of computer technology, the method of expert assessments, a sociological survey, analytical and graphical methods. Results. As a result of medical statistics data, it was found that 87% of teenage girls who apply to medical organizations for the purpose of selecting contraceptives, after examination, concomitant gynecological diseases are established, the treatment of which is often carried out with hormonal drugs. According to the register of medicines registered in the territory of the Russian Federation, a comparative analysis of trade names of various types of hormonal contraceptives (monophase, two-phase, three-phase, mini-pills) as of 2012 and 2024 was carried out. It has been determined that since 2022, an LP of domestic production from the manufacturer Pharmasintez-Tyumen LLC (Tyumen) has appeared in each type of hormonal contraceptives. A comparison of the results of sociological surveys of medical specialists – gynecologists from 2022 and from 2024, which showed a positive trend in the formation of trust and preference of doctors for LP groups of hormonal contraceptives and HRT of domestic production. The study showed that more than half of the patients who turn to gynecological doctors come for the purpose of selecting hormonal contraceptives funds. By the method of expert assessments of gynecologists, a comparative analysis of synonymous drugs of foreign and domestic production was carried out (in the hormonal contraceptives group – Yarina and Planigens Drospi, in the hormone replacement therapy group of drugs – Klimonorm and Dlyazhens Klimo), as a result of which radars of competitiveness of the corresponding compared positions were formed. Conclusions. The conducted research allowed us to establish that in recent years, positions of domestic production have appeared in the pharmaceutical market of hormonal contraceptives and HRT products (Tyumen). The results of comparing surveys of gynecologists in 2022 and 2024 made it possible to establish that medical specialists have become more loyal to domestic medicines and actively prescribe them to their patients. Positive expert assessments of competitiveness were obtained for the drugs "Planigens drospi" and "Dliagens Klimo" when compared with original foreign drugs. Further active work of medical (trade) representatives of domestic companies of such medicines with both medical and pharmaceutical workers is recommended, with the aim of forming loyalty to the brand, increasing confidence in the manufacturer, expanding the range of medicines of hormonal contraceprives and HRT groups in pharmacy organizations.