Shoppers are happily heaving 24-roll packs of bath tissue, 300-ounce jugs of laundry detergent, and 24-packs of bottled water into their carts. Beyond nonfood, they're buying oversized bags of rice, tubs of drink mixes, and canned vegetables and meat in shrink-wrapped packs of four. Campbell Soup multipacks are permanent items in some supermarkets' category planograms, noted Mark Heckman, co-founder, Strategic Retail Solutions, a consulting firm in Bradenton, Fla. Of course, juice boxes and ...

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