• Adweek, Wednesday, December 16, 2009 10:31 PM

Consumers are defecting from iconic CPG brands in order to save money. They are now buying less-expensive store and private-label brands. The trend has become more pronounced since the economic downturn started in December 2007, per eMarketer.

In fact, 59& of U.S. consumers reported having switched to store brand food and household products over the past six months, according to a May 2009 study by ICOM. A study found that of 12 leading brands, nine had overall declines ranging from 2% to 9%.

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