A new industry-first report published this week by PAGB, the consumer healthcare association, highlights the vital role of naming and umbrella branding across over-the-counter (OTC) medicines in supporting consumer confidence to practice self-care.
The new report, How naming and umbrella branding of over-the-counter products enables self-selection and self-care for consumers, draws on data from PAGB’s 2025 Self-Care Census of more than 4,000 UK adults alongside insights from member companies. It highlights the critical role that clear product naming and umbrella branding (products or product lines that are released under the same brand name) play in supporting people to identify, select and use the right OTC medicines appropriately and effectively.
The report aims to quantify the positive impact of branding on self-care products and to establish relevant data points for regulators when assessing benefit/risk analysis for the reclassification of medicines.
The findings show that 77% of people say they buy branded OTC medicines when treating their minor conditions, and of those consumers, 93% use the brand name to help them find and pick the right product when browsing the shelf. Familiar brands act as trusted signposts, helping consumers navigate an increasingly complex retail and online health environment with confidence.
The report also demonstrates how strong, well-understood brands help build confidence in self-care. Consumers consistently cite trust, reliability and confidence in effectiveness as the primary reasons for choosing branded OTC medicines, with over 60% of consumers pointing to trust related factors as influencing their purchasing decisions. In an online environment where misinformation is widespread, branded OTC websites are also seen as credible sources of health information, empowering people to take greater control of their health.
Importantly, the report highlights that naming and umbrella branding do not just benefit consumers, but also support innovation and growth across the OTC sector. In addition, strengthening the conditions that enable effective self-care will be critical to supporting wider Government ambitions to shift care into the community and empower people to play a greater role in managing their own health.
Four in ten consumers say they are more likely to try a new product launched under an established brand, reinforcing how trusted branding can enable access to new self-care solutions. For manufacturers, launching new products under existing brands supports innovation, reduces time to market, and plays an important role in reclassification efforts that can widen access to medicines.
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. The report notes 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.
Read the report in full here.
