Ultimately it's gigantic corporation vs gigantic corporation. Walmart, Target, Best Buy, Amazon, et. al. aren't being pushed around by suppliers. If there were great margins to be made in manufacturing these companies would (and do) step in with their own branded products.
Anecdotally, I think Covid was like a conductor giving the orchestra a cue to start playing. Everyone ran into supply issues at the same time and naturally raised prices to the new point on the demand curve. Those that didn't see supply issues saw everyone else raising prices and figured why not take some easy money. Even if they wanted more market share they wouldn't have been able to expand production.
IMHO, it also revealed that demand was more inelastic in the short term than expected. Like my kid's frozen waffles went up like 2 bucks for an 8 box over Covid. I pay more than I want to but my demand's pretty inelastic. Not gonna fight my kid on his food choices over 25 cents a day. Eventually that will break and I don't think I'm gonna start the next kiddo on the same habit.