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

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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