ICOM’s May survey of 1,530 American consumers reveals how the threat of exodus to store brands varies by category. The following data shows the percentage of consumers in each category who have switched to store brands and away from national brands in the past six months:
59% for food and household products;
48% for health products;
48% for personal care products;
23% for pet care products;
12% for child care products.
The less-risk-means-more-switch trend revealed itself as well in the category of over-the-counter medicinal....