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 and sold by retailers like Walmart and Kroger are gaining traction with consumers for the first time since the pandemic began, according to market-research firm IRI.