September 2025

A quick trip to the pharmacy for some over-the-counter (OTC) medicine can turn into a long time spent staring at the shelves, wondering what you should buy. One reason it may take you longer to choose is that most pharmacy shelves feature both brand-name medicines and their store brand equivalents, also known as private-label products.

You may be tempted to go with the brand you see advertised on television or social media. However, it may be time to reconsider how you shop. These common questions and answers can help you determine whether to switch to private-label products the next time you’re at the pharmacy.

What are private-label brands?

Private-label brands are products that carry the name of a particular retailer or store, or a company that makes non-brand-name products for retailers. For example, many independent pharmacies carry Good Neighbor Pharmacy private-label products.

Who makes private-label OTC medicines?

Retailers may rely on various manufacturers to produce private-label OTC medicines. These include large national brands that also produce private-label products, small manufacturers that specialize in specific items (such as pharmaceuticals or vitamins), and regional manufacturers. Major retailers and wholesalers may run their own manufacturing facilities.

Are private-label OTC medicines the same quality as national brands?

Private-label OTC medicines must meet the same rigorous standards for high quality as the national brands. This is true at every step along the supply chain — from ingredients to packaging and labeling of the final product. Before they reach store shelves, independent companies test and analyze private-label products for quality and safety. Products with health claims must meet industry standards and federal regulations established by the Food and Drug Administration.

How popular are private-label products?

Private-label products continue to surge in popularity. According to the Product Label Manufacturer’s Association (PLMA), 25% of all food and non-food grocery products purchased in the U.S. are store-brand products.

Do private-label OTC medicines offer better value?

Yes, private-label products often cost less than brand-name products and usually provide better value for your money. National brands spend more money on marketing their products through costly advertising.

That extra cost is passed onto you, the consumer.

According to the PLMA, U.S. consumers save more than $40 billion a year on grocery and household purchases by choosing the private-label version over the national brand.

What types of OTC medicines come in private-label brands?

Most of the brand-name over-the-counter (OTC) medicines you may need are available in private-label versions. These include:

• Anti-gas medicines.
• Antidiarrheal medicines.
• Allergy medicines.
• Cold and flu medicines.
• Eye drops and eye care.
• Feminine care medicines, such as those for vaginal yeast infections.
• Foot care powders and sprays for athlete’s foot.
• Laxatives and stool softeners.
• Pain relief medicines, including acetaminophen, aspirin, ibuprofen, and naproxen sodium. It also includes topical pain relief ointments, sprays, and patches.

Are OTC medicines the only private-label products?

No. Pharmacies stock more than just private-label OTC medicines. Other store-brand health care products you can buy at pharmacies include:

• Diabetes care.
• Elastics (bandages, slings, ankle, back, elbow wraps, abdominal binders).
• Eye and ear care.
• Family planning.
• Feminine care products.
• Foot care.
• Hosiery.
• Incontinence.
• Personal diagnostics (blood pressure monitor, pulse oximeter, scales, thermometers).
• Skin care.

Find Good Neighbor Pharmacy brand products at a local independent pharmacy near you.