As American shoppers buy less packaged foods, Big Food has leaned on a familiar excuse: It’s the economy, stupid. True, inflation has forced some families to trade down to cheaper store brands, and stagnant wages have squeezed household budgets.⁠ ⁠ That explanation misses a crucial shift: middle- and high-income Americans are still splurging, just not on legacy labels. Their dollars are flowing to niche names with more cultural cachet, from fancy new protein bars to chewier candy.⁠ Read more: 🔗

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