Drugs? Yes, but branded. Italians seem to continue to follow this 'mantra' when purchasing medicines in pharmacies: faced with the alternative of a State-reimbursed equivalent, they are ready to pay out of their own pockets the difference in order to have the "branded" ones. This is what emerges by analyzing the monitoring of pharmaceutical spending compiled regularly by Aifa. Overall in 2024, in the channel of pharmacies open to the public, generic equivalents accounted for only 23.3% of the total market in packs and 15.8% of the market in values. The highest incidence of 'branded' at the regional level is recorded in Lazio (16.3% of regional spending in the retail channel) and Molise (15.8%). By contrast, the lowest one is once again recorded in Lombardy, where the differential paid out of pocket by citizens shares only 10.5% of regional pharmacy spending. The number of packages sold remains stable compared to the previous year (1.8 billion).