Interesting, and agrees with the anecdotal trend I've seen playing out the last few years.

Summarized as: you must appeal to a niche (cheapest, healthiest, best tasting). Brands matter less.

I remember a few years ago reading that Tide detergent is one of the most recession proof items in the store. People are due hard loyal to it.

What's shocking to me, but that this point shouldn't be, why did it take Kraft decades to try different flavors of Mac and cheese? Was the landscape and desire to be more competitive really so weak?

Store brands are made in the same factories, with the same ingredients. And they're still profitable at 1/2 the price. Makes you wonder how much you've been spending on just brand names.

Fitness foods are interesting because there's so many trends and niches: protein, gluten free, low carb, dairy free. And people pay through the nose for them.