In Bid to Build Loyalty Via the Pharmacy, Walmart Debuts Private Branded Insulin

Walmart is rolling out private-label insulin products for diabetes patients in a move that the retailer said will offer substantial cost savings for customers—and one that could deepen ties to Walmart for those customers among the 34.2 million Americans who have diabetes.  

Analog insulin vials (priced at $72.88) and NovoLog's FlexPen insulin injection pen ($85.88) will be available through Walmart's ReliOn diabetes care brand, according to a news release from the Bentonville, Ark.-based retailer. Walmart said customers can save 58% to 75% off the cost of branded products paid for without insurance—as much as $101 per branded vial or $251 per branded FlexPen package.

ReliOn NovoLog insulin is available in Walmart pharmacies this week and will debut in Sam's Club pharmacies in mid-July, according to the company. 

"We know many people with diabetes struggle to manage the financial burden of this condition, and we are focused on helping by providing affordable solutions," Walmart EVP of Health & Wellness Cheryl Pegus said in the release. "We also know this is a condition that disproportionately impacts underserved populations." The new offerings, she said, continue Walmart's "commitment to improve access and lowering cost of care."

In its 2020 National Diabetes Statistics Report, the Centers for Disease Control and Prevention (CDC) noted that just more than 1 in 10 Americans has diabetes, and approximately one-third—some 88 million Americans—have prediabetes. And while new diabetes diagnoses for adults decreased significantly between 2008 and 2018, new cases of both Type 1 and Type 2 diabetes rose markedly in children and adolescents. In addition, the CDC reported, new diabetes cases were higher among non-Hispanic Black individuals and people of Hispanic origin than among other groups.

Earlier this month, Walmart introduced a new prescription savings program, Rx for Less, for Walmart members. That program gives members of Walmart's $98/year subscription program access to some commonly prescribed medications at no cost and savings of up to 85% on other prescription drugs.

Eye-catching savings on prescription drugs and additional offerings meant to ease the refill process are a widening front in Walmart's battle with Amazon for retail dominance. Amazon launched its own online pharmacy and prescription savings for Prime members in November but does not, as yet, have the physical pharmacy and health-care presence that Walmart does. Walmart currently operates more than 4,700 Walmart Pharmacy locations in the U.S. and 20 Walmart Health clinics in Illinois, Georgia and Arizona. The retailer also plans to open multiple locations in Florida by the end of the year.