Value, Prestige Brands Faring Well in Recession It is far from shocking that shoppers of all demographics have flocked to value brands as a strategy to save money in the current recession. But it might be a surprise that many are also increasing their purchasing of premium brands. According to latest IRI Times & Trends Report, “The Value/Premium Dichotomy,” value brands are growing rapidly in terms of dollars, mid-tier brands are lagging and premium brands are picking up steam. On ...