Ask a pharmacist and they'll tell you that fewer customers are coming in and asking for a product by name. More and more, the question is simply, "What would you recommend?"
This is a telling shift. A PAGB Census reports 91% of adults said they had used over-the counter products for minor health conditions in the past year. Yet own brand products have long been seen as lower quality than the big brands. That's now changing.
Trust used to come from brand advertising, but increasingly it comes from the pharmacist. Customers are looking beyond the logo on the pack and focusing on quality and value.
Cheaper means worse, or does it?
One of the objections to own brand products in the past has been the perception that ‘cheaper means worse’. This perception is changing as more customers become aware that in healthcare, quality standards apply no matter what name is on the pack.
Modern own brand products involve real investment in development and quality assurance. For own branded products, quality standards remain a non-negotiable. For example, Alvita’s eyecare range took approximately two years to bring to market. The product range went through a process of extensive documentation, testing, approvals and compliance checks.
That level of rigour is why own brand items are no longer seen as a worse alternative and as more customers understand this, more are choosing own brand over the names they recognise.
Trust has moved to the counter
Community pharmacies have been central in the shift towards own brand products. More than two-thirds of UK adults agree that pharmacists are a trustworthy source of healthcare information, so when a pharmacist recommends a product, customers feel confident it will work. A customer might reach for the brand they recognise, but a pharmacist recommends what’s suitable and effective. For many people, that advice carries more weight than a well-known label. It’s no surprise then that when a pharmacist suggests an own brand product, it’s often what gives a customer the confidence to switch.
Another of the major motivations for customers turning towards own-brand alternatives has been the increased financial pressure due to the cost-of-living crisis. Lower-prices have encouraged customers to ask for lower-cost alternatives to branded products.
The cost of living is affecting many people's ability to pay for medicine, with one in 10 even saying they have avoided getting an NHS prescription because of the cost, according to The Joseph Rowntree Foundation.
Once customers find they can receive the same quality at a more accessible price, they become more open to a wider range of own brand products. In other words, one good experience makes shoppers more willing to try other products in an own brand range.
Good for customers, good for pharmacies
Own brand product options don’t just benefit customers; they also benefit pharmacies. Rather than replacing the brands people know, own brands widen the choice on the shelf, and that matters more than it might seem.
Customers expect to find what they need when they come in, yet pharmacies often say they are faced with shortages. A Community Pharmacy England survey found that supply problems affected 99% of pharmacies at least weekly, with 72% experiencing multiple shortages each day.
Own brands help combat supply issues by providing a wider range of choices for customers. When a branded product runs short, having the own brand alternative means customers can still leave with what they came for. Own brands give pharmacists choice and flexibility to offer patients a range of products to suit their needs and budget. Put simply, own brands make it easy for pharmacies to deliver.
Looking ahead: own brand and the clinical future of pharmacy
With the introduction of Pharmacy First, pharmacy’s clinical role continues to grow and own brand products have been expanding alongside it. Own brand over-the-counter ranges now include allergy relief, digestive health, pain relief and emergency contraception. From this autumn, Pharmacy First in England expands to five new conditions, including seasonal allergic rhinitis in children. The expansion is expected to deliver 2 to 3 million consultations a year.
As more people turn to their pharmacy for minor illness, the products on the shelf need to work hand in hand with the advice given at the counter. Own brand products are one-way pharmacies can meet that growing demand at a price people can afford, alongside the brands many customers still look for.
