Shoppers Turn to Smaller Food Brands, Cutting Into Unilever, P&G Profits

Big Food's worst nightmare is unfolding across U.S. supermarket aisles.

Shoppers, weary of high prices and highly-processed packaged food, are increasingly buying from smaller food brands, threatening the growth of billion-dollar products from conglomerates such as Unilever.

Consider Hellmann's mayonnaise, one of Unilever's biggest brands globally. The condiment is losing market share to less-well-known rivals such as Duke’s Mayo, which was founded in the U.S. south, and Mike’s Amazing mayo, which is gaining traction in the U.S. northeast, where it says...

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