Why Are Customers Preferring Branded Substitutes Instead of Branded Medicines? PharmEasy Analysis
An analysis by PharmEasy highlights several reasons why more consumers are choosing branded substitutes instead of higher-priced branded medicines. The findings are part of a survey on branded and generic medicines, which examines changing medicine-buying behaviour in India.
One of the most significant drivers is cost. Branded substitutes contain the same active ingredients, meet identical quality and safety standards, and provide similar clinical benefits as branded medicines of the same composition, but are usually available at lower prices. According to PharmEasy sales data, users reported savings of up to 60% when purchasing generic medicines on the platform.
According to the survey, the primary reason for choosing generic branded medicines is lower prices, cited by 60% of users. Availability was the second most common factor (20%), followed by doctor or pharmacist recommendations (14%). The remaining 6% of users cited other reasons for their choice.
Survey insights also reveal that 86% of users observed visible savings on their medicine bills and, while 89% said they would recommend branded substitutes to friends and family. Importantly, no respondents reported branded substitutes to be less effective than branded medicines with the same composition.
User behaviour data also shows that the shift is not limited to short-term trials. Around 71% of users have been purchasing branded substitutes for over a year, indicating sustained adoption. The analysis also found that substitution is most common in medicines used for diabetes, blood pressure, and antibiotics, where long-term affordability becomes especially important.
Together, these insights suggest that affordability, combined with growing confidence in quality and effectiveness, is encouraging more people to consider branded substitutes as a practical option for managing healthcare costs.
