While pharmacies offer plan members, prescription drugs at seemingly high discounts, often to the tune of 40% and above over the entire period, the consumers often purchase other drugs uncovered by the plans and other personal care products such as soaps, shampoos and the like on their visits to the pharmacies which brings in additional sales.

FORBES: Wal-Mart Pharmacy Prescription Plan Imperils CVS, Walgreen

The Dutch company, which makes consumer products such as Dove soaps and Magnum ice cream, recently has been outperforming its larger rival.

NPR: Procter & Gamble Fiscal 2Q Profit Jumps