Just two years ago, Wal-Mart started its program to sell a select list of generic prescription drugs for just $4 as part of its entry into the healthcare and pharmaceutical spaces. It looks like the retail giant kicked off a major trend.
Now Safeway plans to follow suit and be the first full grocery retailer to hop on the $4 prescription bandwagon. Target also copied Wal-Mart's assertive sales strategy, and now consumers have access to literally hundreds of generic drugs at the $4 price point, including medications for thyroid disease and hypertension, as well as antibiotics. It's a trend that's sure to please price-conscious consumers, but give headaches to drugmakers already hurt generic competition.