I am a long time Claritin user and a very "hard sell" when it comes to allergey alternatives or store brand products in general. Rite Aid's Loratadine Antihistamine is a decent product, but it's not as good as the Claritin brands. This was purchase, by my husband, as a "honey do" list item - needless to say I was under impressed. Effectiveness Rite Aid's Loratadine Antihistamine is not as affective as Claritin - okay, actually my husband didn't notice a difference, but from this long time allergy sufferer, I found this to be useless. He felt it worked for him, I found it just made me mad for 24 hours (the amount of time I had to wait to take a Claritin). The pharmacist says these probably didn't work for me, because although the Loratadine is the same, generic brands are mixed with other ingredients and so they can react differently in some people - well...for me it reacted completely worthlessly! Ease of Use Rite Aid's Loratadine Antihistamine pills are easy to swallow because they're super tiny and they "supposedly" last for 24 hours - which is awesome. Immediacy Rite Aid's Loratadine Antihistamine didn't help me immediately or ever. I found these didn't clear up my allergies or hurt them. My husband felt this generic brand worked fine on him within about a 1/2 hour.