The house-brand boom has been made possible, in large part, by the fact that grocery stores, because they sell a lot of goods under one roof, know basically everything about how you eat—when and where and how often you shop, what you buy, in some cases what you don’t buy. Big packaged-good brands, on the other hand, have much more limited data: They mostly rely on what the grocery stores themselves tell them, and what they can glean from consumer-data companies such as Nielsen. My local Whole Foods, for instance, knows that yesterday, I bought a bag of fusillotti, a hunk of parm, and two lemons at 6:11 p.m.; the fusilotti maker knows only that it sells Whole Foods a certain number of cases of pasta a month.
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