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America’s Household Brands Losing Ground

May 6, 2014

America’s Household Brands Losing Ground
Source: Deloitte

U.S. consumers are pushing their shopping carts past many of America’s national brands and feel little regret in doing so, according to Deloitte’s American Pantry Study of more than 375 brands across 30 product categories.

Seven in 10 shoppers (71 percent) say they’re spending less on food, beverage and household goods, but don’t feel like they’re sacrificing much. In fact, only 31 percent of brands are considered a “must have” — one that shoppers would buy whether on sale or not — consistent with the last four years that Deloitte has conducted the survey.

“National brands are pressured on all sides, from persistent consumer frugality and low brand loyalty to rival and store brand competition,” said Pat Conroy, vice chairman, Deloitte LLP and U.S. Consumer Products leader. “While consumers initially resented buying less-expensive products out of necessity a few years ago, they have changed their tune. They have shifted from a feeling of settling for lower-priced brands to settling in to store brands distinguished by high quality.”

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