Frugal consumers push companies to embrace new age of thrift

Consumers are notoriously fickle in their allegiances and interests -- remember those food-assembly kitchens that were all the rage a few years ago? But the recession has sobered buying habits, and increasingly, more companies are viewing Americans' recent conversion to thrift as a long-term trend, not simply flash-in-the-pan fascination.

In an attempt to cash-in on this new sensibility, businesses are keen on promoting their products as a good deal. That's why, for example, Clorox Co. isn't raising prices on its improved trash can liners and Campbell Soup Co. has reduced the promotional price of its V8 brand vegetable juice by 17%, according to the Wall Street Journal (subscription required).