• Wall Street Journal , Thursday, November 6, 2008 10:30 AM

Whenever the economy sputters, you begin to see these stories all over. You know in your heart that they're gruesomely true and you want to turn away, but you read them all anyway, just like you can't help but rubberneck at a crash site.

"Many Americans are changing their everyday purchases and abandoning brand loyalty, prompted by the persistent financial pressure of rising food, gasoline and electricity prices," writes the Journal's Ellen Byron.

Consumers are going so far as to color their hair at home. And Kimberly-Clark CEO Thomas Falk says they're "leaving children in diapers longer." Now don't go calling Child Welfare. He merely means that they're delaying moving up to training pants, which are more expensive.

Shoppers are also buying cheaper detergents and softeners, which is traditionally one of the most brand-loyal categories. Sales of private-label detergent rose 12% over the 52-weeks ended Sept. 6, to $189 million, according to IRI. Procter & Gamble's bargain-priced Gain detergent rose 10% in the quarter ended Sept. 30. And estimated retail sales of value-oriented Purex fabric softener rose more than 60% over the past six months, we're told.

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