Discounts Are Piled On as Americans Buy Fewer Basics

But that rule of thumb no longer applies, which is bad news for billion-dollar brands like Tide and Colgate. For the past three years running, unit sales of consumer products have been largely flat, according to market research firm Nielsen. And more people are choosing freshly prepared food over packaged fare. Reuters Procter & Gamble's Downy softener and Tide laundry detergent on display at a store in Pasadena, Calif., earlier this year. Procter & Gamble Co., Georgia Pacific Corp., Henkel AG and other companies have responded with a blitz of deals and coupons in conjunction with retailers.



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