Pricing efforts, a revival in sales and measure to boost market share are all being utilized by P&G to appeal to consumers and give the competition a run for their money.

Also look for ETFs that hold stores with strong generic brands and private labels, such as Wal-Mart (NYSE: WMT) and Kroger (NYSE: KR).

  • Consumer Staples SPDR (NYSEArca:XLP): up 7.1% year-to-date

  • PowerShares Dynamic Consumer Staples (NYSEArca: PSL): up 14.8% year-to-date

For more stories about consumer staples, visit our consumer staples category.