Recessions cause all sorts of changes in behaviour, but some habits die hard. “Crispy Rice” may look and taste nearly the same as “Rice Krispies” at a lower price. Even so, most Americans continue to pay a premium for the snap, crackle and pop they have come to know and trust every morning. Releasing third-quarter numbers on Thursday, ConAgra, maker of brands such as Chef Boyardee, is the latest food company to demonstrate this as sales and earnings rose at its consumer foods segment versus the same quarter a year ago, offsetting weakness in sales to restaurants.

Earnings reports from other companies with leading brands such as Kraft, General Mills and H.J. Heinz tell a similar story. While consumers are trimming their food budgets, much of it is coming from a drop in eating out, to supermarkets’ benefit. This has largely offset a migration to private-label brands for the top two or three names in any category.