With an estimated revenue of $40.72 billion in 2024, the OTC pharmaceuticals market in the US is projected to experience a compounded annual growth rate of 3.52% from 2024 to 2028. From the common cold to minor aches and pains, these non-prescription remedies have become indispensable allies in most American households. This exploration offers insights into the attitudes and purchase behaviors that shape Americans’ interactions with over-the-counter (OTC) drugs.
Recent data from YouGov Profiles reveals that nearly half of Americans (47%) buy OTC drugs as required rather than stocking up followed by 39% who keep a stock of some such medications but buy others when necessary.
Nearly half of Americans buy over-the-counter drugs as and when needed rather than stocking up. Furthermore, when it comes to choosing between generic and branded OTC drugs, more than half of our respondents (55%) say they tend to buy a mixture of both while a fifth say their choice depends on what is readily available at the time (20%).
Which ONE, if any, of the following statements best describes your purchase habits of over-the-counter drugs? Please select one option.
I buy them as and when I need them .....................................47%
I like to keep a supply of some ................................................39%
things at home, but others I will buy when necessary
I like to have a well-stocked medicine .................................... 9%
cabinet at all times
Do Americans prefer generic or branded OTC drugs?
Thinking about brands and generic labels (i.e., a store’s own product/label) of over-the-counter drugs, which ONE of the following statements, if any, best applies to you? (% of US adults)
I tend to buy a mixture of branded and ................................ 55%
generic label/store brand medication
It really depends on what is available ..................................... 20%
at the tim
I only buy branded medication ................................................ 11%
I only buy generic label/store brand medication ................... 10%
On the other hand, only a tenth of Americans say they specifically only buy branded (11%) or generic (10%) medication.
Evidently, there is a market for both branded and generic label or store-brand OTC medication among Americans. But what factors really influence their decisions to pick one brand over another?
While half of American adults say they pick one OTC drug over another because they’ve used it in the past and are aware of its efficacy (50%), an equal share also state that price is an influential differentiating factor (49%).
What factors influence Americans’ decisions to buy one OTC drug over another?
Which, if any, best describe why you decide to buy one brand (including own-label brands) over another when it comes to over-the-counter drugs?
Please select all that apply. (% of US adults)
I know it works for me .................................................................50%
Price................................................................................................49%
Value for money............................................................................42%
I recognize the brand-name........................................................33%
It was recommended to me by my doctor.................................27%
Strength of the medicine .............................................................27%
It was recommended to me by friends/.....................................19%
family/colleagues
Size of the packet...........................................................................14%
I did some research on the internet and.................................... 8%
it was the best option
I saw an advertisement on TV....................................................... 4%
I saw an advertisement on the internet...................................... 2%
I saw a print advertisement........................................................... 2%
I heard an advertisement on the radio........................................ 1%
Other................................................................................................. 3%
Don’t know ....................................................................................... 3%
None of these .................................................................................. 3%
A third of respondents pick a particular brand of OTC medication because they recognize the brand name (33%), followed by more than a quarter who do so either due to a doctor’s recommendation or the medication’s strength (27% for both).
Advertisements on TV (4%), the internet (2%), in print (2%) or on the radio (1%) are least likely to influence an American consumer’s choice of OTC medication.
Data from YouGov Profiles further reveals that cold and flu relief medication tops the list of OTC drugs purchased by Americans over the past six months (40%) followed by internal pain relief medicines (38%), first aid supplies (38%) and allergy prevention and treatments (38%).
Sinus relief drugs and external pain relief lotions or ointments (14% and 13% respectively) round out the list of top 10 most purchased over-the-counter medication in the US in the past six months.
The top 10 most purchased OTC drug types in the US
Which, if any, of the following over-the-counter drug types have you purchased in the last six months? Please select all that apply.
Cold and flu relief........................................................................... 40%
Internal pain relief.......................................................................... 38%
First Aid supplies............................................................................. 38%
Allergy prevention and treatment................................................ 18%
Antidiarrheal and/or laxatives...................................................... 18%
Heartburn prevention.................................................................... 18%
Nasal spray...................................................................................... 16%
External pain relief (oral medication)........................................... 15%
Sinus Relief....................................................................................... 14%
External pain relief (lotions/ointments) ....................................... 13%
But where are American consumers purchasing their chosen OTC medicines?
The top 10 retailers used to purchase OTC drugs
Which, if any, of the following retailers do you use to purchase over-the-counter drugs? Please select all that apply. (% of all US adults)
Walmart.............................................................................................. 58%
Walgreens.......................................................................................... 38%
CVS....................................................................................................... 37%
Target................................................................................................... 23%
Other.................................................................................................... 16%
Kroger.................................................................................................. 14%
Rite Aid................................................................................................ 12%
Publix .................................................................................................. 6%
Safeway............................................................................................... 5%
Meijer................................................................................................... 5%
American multinational retailer Walmart is a top choice – visited by 58% of American consumers for their OTC drug purchases – followed by leading American pharmacy and health solutions providers Walgreens (38%) and CVS (37%).
With less than a tenth of respondents saying they purchase their over-the-counter medication at Publix (6%), Safeway (5%) and Mejjer (5%), these retailers bring up the rear in the list of top 10 OTC drug retailers used in the US.
Source: https://business.yougov.com/content/48623-unveiling-americans-attitudes-towards-over-the-counter-drugs
Author Details
Bhavika Bansal - B2B Writer - YouGov
Publication Details
This article appeared in American Pharmaceutical Review - Innovations at Interphex 2024 Supplement
Pages: 18-19
Subscribe to our e-Newsletters
Stay up to date with the latest news, articles, and events. Plus, get special
offers from American Pharmaceutical Review delivered to your inbox!
Sign up now!