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Over three-quarters of UK adults prefer to buy branded OTC medicines to treat minor ailments, a new survey indicates.

The survey of 4,000 people, carried out by consumer health trade body PAGB, found that 77 per cent opt for branded medicines and 93 per cent “use the brand name to help them find and pick the right product when browsing the shelf”. 

Additionally, four in 10 said they were more likely to try a new product launched under a brand they are familiar with. 

“Trust-related factors” were cited as influencing purchasing decisions by 60 per cent of those polled, with PAGB commenting: “In an online environment where misinformation is widespread, branded OTC medicines are also seen as credible sources of health information.” 

PAGB said: “As OTC manufacturers look to widen access to self-care products through new product launches and the reclassification of certain medicines, it is vital that regulators and industry work collaboratively to ensure consumers have the confidence to practice self-care.  

“This will not only create streamlined support and efficiencies for the OTC industry and regulators, but will also strengthen consumer confidence in self-selection, advancing the collective goal of improved public health through self-care.”