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Hi Goofyhoofy -

You seem to be arguing that "nothing has changed". I respectfully disagree.

You talked about Coca-Cola versus Pepsi preferences. My children (age 3 and 9) don't drink carbonated beverages and they are not alone as evidenced by the declining soda sales over the past 11 years: http://fortune.com/2016/03/29/soda-sales-drop-11th-year/

You mention Tide which I'd note is owned by Proctor and Gamble - a leader in brand management of consumer packaged goods - who has spent the past few years selling off brands to try to improve their focus and leverage amid 3 years of declining sales - including notably a change in the razor brand preferences. https://www.fool.com/investing/2017/05/30/are-procter-gamble...

You said private label brands may have always been around since you were a kid - but I think we can agree that something has changed when According to the PLMA, "private-label sales grew 2.5% in 2014, versus 1.1% for national brands." A Wells Fargo analyst John Baumgartner reports Kroger's projection that its Simple Truth private label brand, now at approximately $1.2 billion in annual sales, may double in the next few years. ..” https://www.thebalance.com/private-label-food-trends-1326152...

The above examples are not unique - let's talk packaged-food companies: "Over the past three years, Kraft Heinz, General Mills, Mondelez, Campbell Soup, and the rest of the 10 largest packaged-food companies have seen about $16 billion in revenue evaporate.." https://www.bloomberg.com/news/features/2017-08-02/why-the-h... (great article about Kraft Heinz btw)

I would hope from my above examples that you can agree that perhaps something *has* changed.

-Jeff
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