Charles Rex Arbogast / AP

In this photo taken Oct. 13, 2010, cashier Ciara Helton stocks the aisle at the Aldi grocery store in Chicago. Nearly nine in 10 consumers are substituting private-label, or store, brands for national brands, according to a new survey.

Fewer and fewer consumers are staying loyal to their favorite brands.

A new survey shows brand loyalty has dropped for the third year in a row. Deloitte's annual American Pantry Study out Tuesday shows nearly nine in 10 consumers are substituting private-label, or store, brands for national brands they've regularly bought in the past. 

The survey, which was conducted in January, also finds 94 percent of Americans indicate they will remain cautious and keep their spending for food, beverage and household goods at its current level despite the stronger economy and climbing stock market.

The last recession left a deep scar, and many consumers are harboring a tremendous amount of remorse over prior careless spending habits, according to Pat Conroy, vice chairman and U.S. Consumer Producers Leader at Deloitte. He believes there has been a permanent shift in the way people shop.

"The recession was so severe that people across all income levels had to go out and experiment with ways to save. They tried various lower cost options and the vast majority of them found there was little noticeable difference in quality," said Conroy. "This was an epiphany for the consumer."

The consumer staples business is facing the steepest uphill battle to get back customers who have wandered, Conroy said.

"Every manufacturer has been affected by this," he added. "None of the manufacturers had as many must-have brands as they thought they did. The playing field has fundamentally changed. It will not go back to the way it was right before the recession…. Manufacturers must find a way to differentiate the product and find a better way to get the product into the consumer's pantry."

Los Angeles-based branding expert Rob Frankel said he expects the penetration into private brands in the U.S. is only getting deeper. 

"Conditions are ripe for that because the major brands aren't articulating their brand strategies," Frankel said. "That makes them vulnerable to private labels, which yield higher margins—and easier relationships, terms and conditions—to retailers."

Chris Radtke, a 39-year-old digital executive from Brooklyn, considers himself "fiercely loyal" to the brands he loves. But, even Radtke has had to dump some of them. And, his unfaithfulness extends beyond common household items.

"I can't afford to buy my Marvel comics each week. I want to, but they have become so expensive and things are tight right now," said Radtke.

One of the biggest threats to your financial security is bad advice you could receive or investments you may make with a financial advisor. The Bernard Madoff case highlighted how important it is to do your homework, since many of the convicted swindler’s clients trusted him and never asked how their investments worked. 

In many instances of investment fraud, "90 percent of cases could have been eliminated if investors just asked and checked", says Lori Schock, director of the Office of Investor Education at the Securities and Exchange Commission. 

Checking out your financial advisor is critical  
A recent study by the CFP Board found more than half of certified financial planners have personally worked with an older client who has been subjected to unfair, deceptive or abusive practices when it comes to the financial advice they received or the financial products they were sold. "Older Americans have already given many years of hard work and dedication - raising families, serving in the military, building businesses - all to become one of our most financially secure generations," says CFP Board CEO Kevin Keller. "This survey reveals the pervasive financial abuse victimizing America’s seniors."

It is not only older Americans who should be wary about financial advisor scams. The CFP Board, a non-profit organization that oversees certification for financial planners, suggests investors take specific steps to avoid falling prey to financial abuse. Click ahead for their advice:

Always verify advisor's background 
Check out your advisor's employment history, disciplinary records, and registrations. Investment advisors are licensed to give specific investment advice and owe their clients what is known as "fiduciary duty;" that is, offering clients advice in their "best interest." Brokers, on the other hand, may merely execute suitable securities transactions for their clients. Understand the difference. Brokers are regulated by FINRA; investment advisors are regulated by the SEC and/or a state securities regulator; insurance agents by the state insurance commission in states where they do business; and certified financial planners by the CFP Board, the organization offering that certification. Visit  these sites to check your advisor: 

• www.finra.org/brokercheck
• www.adviserinfo.sec.gov
• www.nasaa.org 
• www.naic.org
• www.CFP.net/search

Know how advisors are compensated  

Advisors should disclose any conflicts of interest (or perceived or potential conflicts) that could impact their recommendations. Find out if a potential advisor is paid by an hourly rate, a flat fee, or a commission on the value of assets they manage for you or on the securities they sell. Also ask for a copy of their Form ADV Part II which outlines an advisor’s services, fees and strategies -- or look it up yourself on the SEC website.

Ask for pros and cons of each investment idea 
If you're only hearing the reasons why you should make the investment, you're not getting the full story. You may not know how to choose the right investment; that's why you hire an expert. But you should understand how the investments work. Your advisor should be able to explain the pros and cons of the investment strategy and actual investment products. Ask questions if you don't understand and don't hesitate to get a second opinion.

Pay attention to the paper trail 

 If statements only come on the advisor's letterhead, that's a red flag. You should get regular statements from independent sources, not only your advisor. Also, never leave blanks on paperwork you fill out. And request for final, submitted copies of paperwork for transactions. Copies for your personal records should always have the word "final" or "submitted" stamped on them.

Never make checks payable to an advisor directly 
Always make checks payable to the advisor's business or custodian - not the advisor personally. Don't put yourself in a situation that would give an advisor unlimited access to your money.

Ask if the advisor is audited regularly and if third parties regulate or supervise investments.

If you invest in limited partnerships, real estate, or non-traded securities, verify that the investment manager is audited annually by a reputable independent accounting firm. Also, ask if third parties regulate or supervise investments. You can find out if an investment (stock, bond, mutual fund) is registered with the Securities and Exchange Commission by going to the SEC's EDGAR database. Also check with your state securities regulator. Find contact information for the one in your state at www.nasaa.org. Also read the prospectus for the investment.

Don't make hasty decisions 
Don't make major investment decisions immediately after a significant life change, like a divorce or death of a loved one. Ask a trusted family member or friend to help you review materials and make decisions. But also consider fees and timing. Before agreeing to any transaction, ask about the charges you will incur and the exact timing involved.

Designate a financial power of attorney 
You overall financial plan should encompass some estate planning as well. A financial power of attorney may be even more important than a will. Designate a friend or relative you trust to handle your investments in case something happens and you are incapable of doing so yourself. The financial power of attorney document not only spells out your wishes - but specifically names who steps in - when it comes to your finances should you become incapacitated.

For more information on protecting yourself against financial abuse, go to www.cfp.net. 

You can learn more how to choose a financial adviser and about "Who's Watching Your Money" at yourmoney.cnbc.com. 

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This article, "Pumpkin is the new bacon!," originally appeared on CNBC.com.

More from CNBC.com

Also expected to feel the pinch are other casual-dining spots, such as Texas Roadhouse, Cheesecake Factory, Buffalo Wild Wings and Chili's. 

Places doing well are so-called fast-casual joints, such as are Chipolte Mexican, Five Guys and Panera Bread. A Bank of America Merrill Lynch analysis says people are altering their dining preferences, opting for cheaper meals out. 

"People want to trade down, they want to go to the lower-priced brands," says Tyler Vernon of Biltmore Capital Advisors.

On the bright side, restaurant hiring is growing, though slowly, and some food costs have dropped from a year ago.

KFC is also doing well. Zagat's 2011 fast food survey rated the company's fried chicken No. 1. And in China, KFC is popular for wedding receptions, Vernon says.

Olive Garden next week will start a "two for $25" promotion that offers unlimited soup or salad, two entrees and the choice of either an appetizer or dessert.

Applebee's and Chili's have been running "two for $20 promotions" for several years.

Reuters contributed to this report.

The National Gun Victims Action Council began a boycott of Starbucks Monday over the coffee giant's policy of allowing customers to bring guns into their shops in states with "open carry" laws. CNBC's Melissa Lee discusses the protest with the head of the NGAC.

Discuss this issue on Facebook.

The makers of Floppets knew they had a hit on their hands when they sold out of product at a toy show.

By Jessica Naziri, CNBC

Kids are collecting machines. Give them something cute, fun and — most importantly — cheap, and they will use every cent of allowance and every begging tactic in the book to own the whole collection.

Reading teacher and mother of three Ilyse Brainin probably knows the formula better than most. She came up with her own twist on the collection craze with Floppets, flexible little animal characters attached to a Velcro strap.

She started with a cast of 36 characters, each with their own story that kids can read via the Floppets website.

Floppets retail for $2 each on Amazon and some specialty retail stores. They will be unveiled to major retailers (Floppert are also carried in some specialty store) at the 2012 Toy Fair next week in New York City. We spoke with founder Brainin to find out how she, with some help from husband Richard Goodwin, got Floppets off the ground.

CNBC: Can anybody be an entrepreneur?

Where did the idea come from?
I have three children and I have been teaching for over 20 years. I saw that kids love little pet characters and they always wanted to take their pet friends with them. I noticed that flip-flops and backpacks would be a great way for kids to display their pets. Then I realized the kids could use the Velcro straps to hook the Floppets together, so kids can wear them as bracelets and necklaces.

Where did the funding first come from?
To get the funding to prototype the product and design the first characters, I put together my savings and some of my prized items like jewelry and sold them (she started with $10,000). It soon became apparent that a larger sum was needed to manufacture, set-up a website and create the 200 characters that I envisioned. Friends, as well as people I worked with in the community and at schools were helpful. I got to know some of the parents and they became some of our private angel investors.

Who was your first customer?
The first customer, aside from friends and family was the Children’s Discovery Museum (in Chicago). They placed an order for nearly 300 Floppets. It was a very exciting and vindicating moment for us. It has been catching fire since. It is an easy product to sell because when you see it you know what it is, and the price point is right there.

CNBC: Jason Wu targets new customers

When did you know the company would be a success?
We knew the company would be a success when we had a booth at the Chicago Toy and Game Fair [which is open to the public] and sold a Floppet every 60 seconds for two days straight. Kids and parents could not resist a cute and cool character that they can wear for $2.

What’s next?
We are looking to bring Floppets to an online world called Floptopia, which will feature interactive apps that are both fun and educational, and a web-series cartoon of our characters. Since the Floppets concept is so universal in appeal we are signing on licenses from a couple of movies, high profile web-series, and entertainment properties such as Star Trek to tap into the pop-culture collectors’ market.

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Follow Jessica Naziri on Twitter @jessicanaziri

TODAY Money expert and CNBC personal finance correspondent Sharon Epperson joined us for a live Web chat Wednesday morning after the show's Money 911 segment.

She answered several tax questions as CNBC just launched their year-end tax tips package. Click here to read the tax advice.

Here are two of her answers from the live chat and a complete archive:

Question from Icilma: I have been unemployed for most of this year, worked from June until September only. Would like to know if there is anything specific I can do to avoid any tax penalties and potentially maximize returns. I have a house and a car.

Sharon Epperson: With your reduction in income, you may be eligible for the Earned Income Tax Credit. Go to IRS.gov to see if you qualify. Also if you have any taxable investments (outside of IRAs and 401ks) that have lost money you may be able to offset those losses against any investment gains. If you have more losses than gains, you can offset up to $3,000 in taxable income.

Question from Guest: My husband and I are trying to buy a house together. How is the best route to start doing this? Should we pay off all of our credit cards and other bills before trying? Or should we do it as we go?

Sharon Epperson: First make sure you have at least 20 percent of the purchase price for the down payment. Then make sure you have at least 3 mortgage payments and other housing expenses in savings as part of your "rainy day fund." You don't necessarily have to have paid off ALL of your credit card debt before buying a home, but it's a good idea to reduce it as much as possible.

Complete archive:

If you have a question for our TODAY Money experts, submit it here.

To sign up for an e-mail reminder for our next chat, click here.

Watch this week's Money 911 segment: