Sorry, Cheerios: I've switched to store-brand cereal. It's just as tasty and wholesome, it's much less expensive, I don't need or want the little children's book that comes with Cheerios, and the generic's packaging is easier to open. The latter is actually why I made the switch: the Cheerios bag was difficult to open and then tore open crookedly, with the result that little O's spilled all over the counter and floor every morning. Not a good way to start the day.
And it seems I'm in good company. An Oct. 4 "Wall Street Journal" story on how consumers' buying habits have changed during the recession found that a full 20 percent of all grocery sales are private brand, up from 15 percent before the recession. (Also, 75 percent of shoppers now carry lists, up from 45 percent in 2008.)
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