New Report: Americans Are Willing to Pay More for Drugs Tested for Safety, and Also Report Differences in Side Effects and Efficacy When Switching Between Manufacturers

• Two-thirds of Americans say they would pay more for drugs to be regularly tested to ensure safety and efficacy. One out of three respondents would pay a premium of 50% or more.
• When switching from a brand-name drug to a generic or from one generic to another, one out of three respondents reported differences such as less efficacy, new side effects, or more severe side effects.
• The generic drug supply chain relies on ingredients manufactured overseas, yet most Americans believe that drugs made in the U.S. are safer or more effective.

The survey results, announced today, shed light on how Americans use and perceive brand-name and generic drugs. The vast majority (80%) of Americans who have taken a prescription in the past year take them at least once a month and report taking 3 to 4 prescriptions on average. Read a full copy of the report here.

Are prescriptions considered safe and effective?

Four out of five Americans believe that both brand-name and generic drugs are safe and effective. However, when asked about their experiences switching from a brand name to a generic or from one generic to another, a third of Americans report that they have experienced reduced effectiveness, new side effects, or more severe side effects.

“The FDA assures the public that all generics are equivalent to brand drugs—that they are just as safe and effective as brand-name drugs,” said Suzanne Robotti, founder of MedShadow, former FDA Advisory Committee member, and patient advocate. “While that is the intent, that is not always the reality for patients. A small but significant amount of generic drugs are sub-quality, and that puts patients at risk.”

While most Americans believe that generics are exactly the same and are held to the same standards as brand-name drugs, the majority of Americans also feel that U.S.-made drugs are safer or more effective than drugs made overseas. More than 90% of the drugs taken in the U.S. are generics, and up to 86% of the active ingredients in those drugs are manufactured overseas.

Throughout the survey, age had a statistically significant bearing on responses. For example, 74% of respondents aged 44 and below believe that prescriptions made in the U.S. are more effective, compared to 32% of those 45 and over. See more age-relevant stats here.

What happens when people switch between generics?

Two-thirds of Americans have switched from a brand-name to a generic prescription or from one generic to another, according to the survey. A third of Americans also cite noticeable differences with generics, often for more than one refill. Sometimes the new generic was less effective (than the brand name 23% / than prior generic 31%), other times it caused new side effects (vs. the brand name: 19% / vs. prior generic: 23%), and sometimes the new generic caused more severe side effects (21% for both).

In most cases, the differences in efficacy and new side effects were experienced only one time, but for those who experienced more severe side effects, half of respondents said it happened 2-3 times.

“Experts and reporters, including at MedShadow, have been sounding the alarm,” Robotti continued. “Our research and the overwhelming response to our social media posts demonstrate that many people have experienced generic drug failure. With this research in hand, we call on doctors to believe patients when they say a drug is not working and help them find one that does. And, we call on the FDA to put better safety checks in place for the drugs made both here and in other countries to keep Americans healthy.”

Survey methodology

This research was conducted online among 1,000 people across the United States. Respondents were sourced from the Kantar Profiles Respondent Hub. All interviews were conducted as online self-completion between June 20 and 25, 2025 and collected to be census representative for age and gender. All respondents reported that they have taken at least one prescription drug in the past 12 months.

MedShadow regularly covers issues surrounding prescription drugs, including a series of articles and webinars called Investigating Generic Drugs. Learn more at MedShadow.org, sign up for the newsletter for the latest updates, and read the full survey results.

About Kantar

Kantar is the world’s leading marketing data and analytics business and an indispensable brand partner to the world’s top companies. It combines the most meaningful attitudinal and behavioral data with deep expertise and advanced analytics to uncover how people think and act. It helps clients understand what has happened and why and how to shape the marketing strategies that shape their future. Kantar’s Profiles division is the industry’s most trusted strategic partner for essential data collection. With access to 170 million+ people in over 100 global markets, they provide unrivalled global reach with local relevancy through a range of data solutions. Due to their unparalleled innovations and investment into AI-driven anti-fraud, panel management technology and research design, the Profiles Team at Kantar delivers quality with flexibility. kantar.com