Every cloud has its silver lining, and for America’s large CPG brands the pandemic offered a shiny one as shoppers stocked up on familiar names in large quantities to shelter at home for who knew how long.

At the start of the year these big brands were in decline, estimated at -0.4 percent, in contrast to small manufacturers who saw a 0.1 percent increase during the same time period, according to a recent article in Marketing Dive.

Enter Coronavirus. And suddenly those stats flipped as consumers embraced the comfort and nostalgia of familiar brands, bolstered by the practical reality that they were the only products still on shelves, as the sudden surge in demand overwhelmed the supply chains of most challenger brands.

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