Every year, families in the UK spend hundreds of pounds on over-the-counter (OTC) medicines-painkillers, cold remedies, antacids, allergy pills. And most of that money goes to name brands you see on TV. But here’s the truth: the pill in the plain white bottle at the back of the shelf is chemically identical to the one with the flashy logo. You’re not getting less medicine. You’re just paying more for the branding.
Take ibuprofen. Advil costs £5.99 for 20 tablets. The CVS Health or Boots own-brand version? £1.19. Same active ingredient. Same strength. Same how fast it works. The only difference? The color of the capsule and the name on the box. That’s not a coincidence. It’s the law.
How Store Brands Are Made-And Why They’re Not ‘Cheap’ Versions
The UK doesn’t regulate OTC drugs the same way the US does, but the science is the same. In both countries, store brand medications must meet the same strict standards as name brands. They contain the exact same active ingredient, in the same amount, and must be absorbed into your bloodstream at the same rate. This isn’t a guess. It’s tested. The FDA requires generics to be within 80-125% of the brand’s absorption rate. In real terms? A 2021 study found the average difference in how your body uses generic vs brand-name ibuprofen was just 3.5%. That’s less than the variation you’d get from taking one pill after eating and another on an empty stomach.
Manufacturers don’t cut corners. The same factories that make Tylenol also make the generic acetaminophen sold at Walmart or Tesco. The machines, the quality checks, the inspections-they’re identical. The FDA inspects over 3,500 generic drug plants every year. The UK’s MHRA does the same. If a company’s generic pill didn’t work, they’d be shut down. Fast.
Why the Price Difference Is So Huge
Name brands spend millions on advertising. Think of those late-night commercials for Robitussin or Claritin. They pay for celebrity endorsements, TV slots, and billboards. Store brands? They advertise in-store, on shelf tags, and through loyalty programs. No TV ads. No celebrity doctors. That’s where the savings come from.
Here’s how the math breaks down:
- Advil (ibuprofen): £5.99 for 20 tablets
- Boots ibuprofen (store brand): £1.19 for 20 tablets
- Claritin (loratadine): £8.50 for 10 tablets
- Asda loratadine (store brand): £1.60 for 10 tablets
- Tylenol (acetaminophen): £6.20 for 20 tablets
- Waitrose acetaminophen (store brand): £1.45 for 20 tablets
That’s 80-85% less for the same effect. If you take painkillers twice a week, switching to store brands saves you over £200 a year. That’s a weekend away. Or a new pair of walking boots. Or groceries for a month.
What’s Actually Different-And What You Should Watch For
The active ingredient? Identical. But the rest? Different. Store brands use different fillers, colors, coatings, and flavors. These are called “inactive ingredients.” They don’t treat your headache. But they can cause problems-for a tiny number of people.
If you’re allergic to dyes, gluten, or certain preservatives, you might react to one brand and not another. That’s why you’ll see labels like “free from artificial colors” or “gluten-free” on some store brands. Always check the ingredients list on the back. The active ingredient is listed first. Everything after that? Fillers.
For example, some people say generic liquid cold medicine tastes bitter. That’s because the flavoring is different. A 2023 Consumer Reports survey found 18% of users preferred name-brand syrups for taste alone. But if you’re swallowing pills? You won’t notice.
Also, watch out for double-dosing. Many cold and flu products contain acetaminophen or ibuprofen. If you take a store-brand cold tablet and a store-brand painkiller, you might accidentally take too much. Always read the Drug Facts label. The active ingredients are listed right at the top. Compare them. If they’re the same, you’re doubling up.
What Doctors and Pharmacists Really Do
Here’s something most people don’t know: 89% of pharmacists and 82% of doctors use store-brand OTC meds for themselves and their families. That’s not a marketing claim. It’s from a University of Chicago study. These are the people who know how drugs work. If they trusted their own health to generics, why wouldn’t you?
Pharmacists at CVS, Boots, and Superdrug are trained to explain these differences. In fact, 92% say they’re confident recommending store brands. And it’s not just the UK-this is global. In the US, 9 out of 10 prescriptions are filled with generics. OTC is no different.
Real People, Real Results
Reddit threads, Facebook groups, and Amazon reviews all tell the same story. A user on r/pharmacy wrote: “I’ve used Boots ibuprofen for 7 years. My back pain is gone. My wallet is happy.” Another said: “Switched from Advil to Asda’s version. No difference. Saved £30 a year.”
Amazon ratings tell the same story. Store-brand OTC meds average 4.3 stars. Name brands? 4.4. The same number of 1-star reviews-12%-say “didn’t work.” That’s not because the medicine failed. It’s because some people expect a placebo effect from a fancy label. When the pill looks different, they think it’s weaker. It’s not.
How to Switch Without Mistakes
Switching is simple. Here’s how:
- Check the active ingredient on your current bottle. Is it ibuprofen? Acetaminophen? Loratadine?
- Look at the store brand. Does it say the same thing? Same milligram amount? Same form (tablet, capsule, liquid)?
- Check the inactive ingredients if you have allergies. Avoid if you’re sensitive to dyes or gluten.
- Try it for one cycle. If it works, stick with it. If you get a reaction, go back to the name brand.
- Repeat next time you refill. You’ll get faster at it.
Most people get the hang of it after two or three purchases. No pharmacy degree needed.
What’s Changing Now
Stores are getting smarter. CVS now puts QR codes on store-brand boxes that link to full ingredient lists. Walgreens launched a free pharmacist chat service just for generic questions. And in 2023, retailers spent over £1 billion improving store-brand formulations-better coatings, faster dissolving, fewer allergens.
By 2028, store brands will make up 72% of all OTC sales by volume. That’s not hype. It’s a forecast from Grand View Research. People are catching on.
Myths That Still Hold People Back
Still think name brands are stronger? A 2023 Kaiser Family Foundation survey found 41% of people believe that. It’s wrong. The FDA says: “Generic drugs are just as effective as brand-name drugs.” The MHRA says the same. No exceptions.
Store brands aren’t “second choice.” They’re the default choice for anyone who knows the facts. You’re not saving money by being cheap. You’re saving money by being smart.
Next time you reach for painkillers, check the label. If the active ingredient matches, grab the cheaper one. Your body won’t know the difference. But your bank account will.
Are store-brand OTC medications as effective as name brands?
Yes. Store-brand OTC medications contain the same active ingredients, in the same strength and dosage form, as their name-brand equivalents. They must meet the same regulatory standards for safety and effectiveness. Studies show the difference in how your body absorbs them is typically less than 4%, which is within the acceptable range set by health regulators.
Why do store brands cost so much less?
Store brands don’t spend money on advertising, celebrity endorsements, or fancy packaging. Name brands invest heavily in marketing to build brand recognition. Store brands rely on shelf placement and word-of-mouth. The manufacturing process is often identical, so the lower price comes from cutting marketing costs, not cutting quality.
Can I have an allergic reaction to a store-brand medicine?
Yes, but it’s rare. Allergic reactions are caused by inactive ingredients-like dyes, fillers, or preservatives-not the active drug. If you’re sensitive to certain additives, check the ingredients list on the store-brand label. If you’ve had a reaction to one store brand, try another. Many retailers now label products as “free from artificial colors” or “gluten-free.”
Is it safe to switch between brand and store brands?
Yes, switching is safe for most people. The active ingredient is identical. If you notice a change in how you feel-like a rash or upset stomach-it’s likely due to an inactive ingredient. Switch back to the name brand, or try a different store brand. If symptoms persist, talk to a pharmacist.
Do pharmacists recommend store brands?
Yes. Studies show 89% of pharmacists and 82% of doctors use store-brand OTC medications for themselves and their families. Pharmacists are trained to confirm equivalence between brands and routinely recommend them to patients looking to save money without losing effectiveness.