Consumers are being urged to reconsider spending on expensive pharmacy medications, as there’s a simple way to achieve the same health benefits at a much lower cost.

Flu cases are on the rise, driven by a new variant that is particularly affecting children. Data on the H3N2 strain from Australia indicates that the country has experienced its most severe flu season on record. Experts predict this trend could be mirrored in the UK as winter approaches.

The UK Health Security Agency (UKHSA) reports that, although flu infections haven’t yet peaked for the season, they are significantly higher than usual for this time of year.

In light of these developments, it may be wise to prepare by stocking up on cold and flu remedies to protect yourself and your family. However, the costs of these medications can be steep.

To help consumers save money, financial advisors at Which? have suggested a simple change when buying cold and flu treatments that could lead to substantial savings.

Through their social media channels, a Which? representative highlighted that many consumers believe that branded medications such as Advil, Calpol, or Lemsip are superior to generic versions. However, this belief has often been debunked.

“Something I never knew before I worked at Which? was when you’re feeling a bit fluey, expensive branded cold meds aren’t necessary, and in some cases, don’t offer proven benefits,” the Which? representative stated at the beginning of the clip.

She continued by highlighting that own-brand painkillers, which are typically much cheaper than their branded counterparts, are usually equally effective while costing just a fraction of the price.

“And you can often find the best value medicines at supermarkets and discount stores rather than at a pharmacy,” she said.

Are branded medications superior to generic versions?

No, branded medications aren’t automatically deemed ‘superior’ when compared to their generic equivalents. By law, all own-brand medicines, including those available in supermarkets and discount retailers, must contain identical active ingredients to branded versions.

They have undergone the same testing and regulatory processes, while frequently delivering equivalent clinical benefits and remaining equally safe and effective.

Brand name versions of medications are developed by the pharmaceutical company that holds the rights to the medicine. If a company possesses a patent on a specific drug, they are the sole entity permitted to market it under that name once the drug receives its licence.

However, once the patent lapses, other manufacturers can market the identical drug under a different name. The sole distinction between these branded and generic medications may lie in the inactive ingredients.

The Which? representative proceeded to encourage people to seek out own brands or generic brands containing the same active ingredients as the branded alternatives, because they will perform the same function at a fraction of the cost.