US shoppers are regaining their taste for the national brand groceries that some steered away from during the recession, providing evidence of an improvement in consumer confidence.
Kroger, the largest US traditional supermarket, said on Monday it had seen robust fourth quarter growth of national brands. David Dillon, chief executive, described this as “another positive sign” of an improving consumer mood.
During the depth of the recession, sales surged of Kroger's lower cost own brand goods, such as Kroger Value Wheat Puffs Cereal, outstripping established national brands as shoppers focused on saving money.
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