store brands

As the recession took a toll on many companies, many shoppers moved to private label or store brand products to save money.

The trend had some food companies worried and they countered with price reductions to avoid losing market share.

But as the gaining popularity of store brands has leveled out, companies are able to see which of their products were able to survive and at what price.

Kraft CEO Irene Rosenfeld discussed the issue with investors during a conference call on Tuesday.

Before they reach store shelves, food and drinks proposed to be made for Kroger Co.'s brands must pass muster with taste-testers who are paid in nibbles and sips and in-store coupons.

As shoppers trade down to cheaper private labels and store brands, marketers for well-known names turn their focus to value.

Shoppers around the globe are cutting down on optional purchases like fine fragrances and turning to cheaper store brands for everyday items like toilet paper, sapping sales for consumer stalwarts like Procter & Gamble, Colgate-Palmolive and Kellogg.