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Branding helps patients choose the most appropriate over-the-counter (OTC) medicines, according to a report and survey results published by consumer healthcare association PAGB, which represents branded OTC manufacturers.
In the report — ‘How naming and umbrella branding of over-the-counter products enables self-selection and self-care for consumers’, published on 15 January 2026 — the organisation revealed findings from a survey of 4,000 UK consumers and PAGB member companies, which showed that 77% of respondents said they would ‘sometimes’ or ‘always’ buy branded products to treat themselves.
Of those respondents, the vast majority (93%) reported that a product brand name helped them to find the right products when browsing shelves, while nearly two-thirds (61%) agreed that trust in a brand influenced their decision to purchase an OTC product.
“Our data shows [sic] that brands, which are common in everyday life across the world, are seen as experts in their field by providing familiarity, reliability and trust in a product,” the report said.
“Familiarity with an OTC brand helps to build confidence that an individual is selecting a suitable product to treat their symptoms, as well as simplifying choice, which is especially important when someone is unwell.”
PAGB added that, in many cases, branded websites play a “crucial role” in the online environment, where misinformation is common, by providing consumers with reliable information.
Commenting on the report, Claire Anderson, president of the Royal Pharmaceutical Society, said: “Branded and generic OTC medicines are held to the same regulatory standards and work in the same way when the active ingredient, strength and formulation match.
“Many people continue to choose branded products, often at a higher cost, because trusted brand names feel more familiar to them. This highlights an opportunity for pharmacists to support patients in making informed, cost-effective choices for minor conditions.”
However, she added: “Switching between branded and generic products isn’t always straightforward for everyone. Differences in packaging, pack size or appearance can affect confidence and adherence.
“Pharmacists are well placed to have these conversations, address any concerns and ensure any switch is safe and appropriate for the individual.”
