Current issues of pharmacy organizations working with their own brands at the present stage

Mikaelyan M. F.¹

Ayro I. N.¹

Khachatryan M. M.¹

Mirzoyan S. V.¹

Goncharova Y. M.¹

Stachinsky A. N.¹

1Pyatigorsk Medical and Pharmaceutical Institute – Branch of Volgograd State Medical University of the Ministry of Health of the Russian Federation, 357532, Pyatigorsk, Kalinin Avenue, 11

Ayro Irina Nikolaevna; e-mail: irina.airo@yandex.ru

The study had no sponsorship.

None declared.

The article examines the role and impact of Private Label (PL) products in the modern Russian pharmacy retail sector. Based on a comprehensive analysis of market data, interviews with pharmacy staff, customer surveys, and a review of the regulatory framework, key trends and contradictions are identified. It is established that the share of PL products in pharmacy turnover does not exceed 2–3%, primarily concentrated in the categories of para-pharmaceuticals and dietary supplements. The main driver for their introduction is the economic benefit for retail chains through increased margins (up to 100–300%). However, the study, using the example of PL analogues of the drug «Teraflex®», reveals significant issues: the lack of a clinical evidence base, substantial discrepancies in dosages, composition, and instructions for use, as well as the registration status of dietary supplements. The conclusion is drawn that the aggressive promotion of PL products, especially through the substitution of physician-prescribed medications, creates serious regulatory, ethical, and reputational risks for pharmacies, undermining patient trust. Long-term loyalty should be built on the professionalism of staff and a balanced product assortment, where PL products play a supplementary, not a substitutive, role.

pharmacy chains, retail, own brand, pro-movement, risks

10.29234/2308-9113-2026-14-1-65-79

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