High Prices Push Shoppers to Buy More Store Brands

Summary

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CINCINNATI -- After watching the price of her favorite bread rising too quickly, Michele Shores decided it was time for a fresh approach.

She began picking up store-brand breads, Kroger Co.'s namesake brand or Wal-Mart Stores Inc.'s Great Value, when her usual bread went from $2 to $3 a loaf. Less than half the price and not half bad.

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High Prices Push Shoppers to Buy More Store Brands

"My husband takes his lunch to work and we all eat a lot of sandwiches here," said the 30-year-old mother of two from Atlanta. "So that's a lot of money for us."

As budgets get tighter and food gets more expensive, American shoppers are increasingly switching to store brands -- even upper- income consumers who may not have been inclined to give them a try before.

The...

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