Which type of brand typically has declining sales except for prescriptions?

Generic brands typically experience declining sales in general consumer markets, with the exception of prescriptions. This can be attributed to several factors.

First, generic brands are often positioned as lower-cost alternatives to branded products, which leads to a focus on price rather than brand loyalty. As consumers become familiar with certain effective generic options, they may stick to those over time, resulting in less frequent purchasing.

In the context of prescription medications, however, generic brands can maintain stable or even increasing sales due to the necessity of these products for consumers' health. When a branded prescription drug loses its patent protection, generics become more appealing as they offer the same active ingredients at a lower cost. As a result, the sales of generic prescriptions may not decline in the same way as other types of consumer goods.

Store brands, national brands, and fashion brands function under different market dynamics. Store brands often have marketing support and community loyalty that can keep sales stable. National brands usually benefit from brand recognition and consumer loyalty, leading to more consistent sales. Fashion brands tend to fluctuate with trends but often maintain a level of consumer interest due to their alignment with current styles and consumer identities. Thus, these other brand types do not fit the profile of experiencing a general decline in sales like generic