The assortment of private label-imitators (PL-imitators) was analyzed according to the indicators of imitation type, pharmacy product group, production and price segment. Identification of PL-imitators and original goods was carried out according to the adapted methodology of L. N. Bogomolova, S. A. Starov, A. A. Sumbaeva [8]. The main characteristics of PL-imitators are — combined imitation (64%), including a combination of phonetic and color-graphic — 85%; groups of goods of pharmacy assortment — dietary supplements (57%); mainly domestic production (85%) of manufacturers “Mirrolla”, “Kvadrat C”, in comparison with the price of goods of brands-manufacturers — lower price range. Consumer assessment of the similarity of the presented PL items with the original product by the average percentage equals 75%. 53.5% of consumers with pharmaceutical education identified the objects of the study with each other. Only 39.5% against 75% of the total population did not see any differences. Consumers above 45 years of age are more prone to consumer confusion and hardly identified PL-imitator from the branded item. There was no effect of gender on the identification of the study items. The problem of substitution of drugs for dietary supplements in the provision of pharmaceutical consumer information requires strict supervision of the PL circulation cycle in pharmacy.

private label, imitator, assortment analysis.