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More Shoppers Buy Store Brands, Eating Into Big Food Companies’ Sales

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“Pennies add up.” Cost-conscious shoppers are buying more store brands at the supermarket, intensifying competition in the grocery aisle

Cost-conscious consumers are buying more store brands at the supermarket, raising pressure on big food companies that are dealing with their own rising costs.

Lower-cost oatmeal, pickles, granola bars and coffee, made by companies such as TreeHouse Foods Inc. and sold by retailers like Walmart Inc. and Kroger Co. , are gaining traction with consumers for the first time since the pandemic began, according to market-research firm IRI.

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Store brands are often better with fewer additives than national brands.

“Sticking it to big cereal.”

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