CPG & Grocery

Study Shows Americans Still Love Their Big-Name CPG Brands

Reasons for the affinity include availability, reliability and marketing

a series of colorful soap containers with happy faces over hte middle — Shoppers put Clorox, M&M's, Cheerios and Ziploc near the top of their preferred items list.Getty Images

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Since the pandemic began, shoppers have been buying a lot of packaged food and household cleaners, boosting revenue for major CPG manufacturers such as Kraft Heinz Company and Procter & Gamble.

In earnings calls and interviews, industry executives have described this shift in behavior as a return to big-name brands that people know and trust. Americans, they said, are seeking comfort and certainty in an uncomfortable and uncertain time. And recent survey data puts some weight behind these claims.