The Mad Money host is always on the lookout for themes that operate independently of the economy and can propel stocks higher regardless of whether we are in recovery or recession.
Now, despite the economic recovery, Cramer thinks the habits of Americans have shifted during the great recession away from expensive branded, heavily advertised merchandise in the form of private label, knock off foods, drugs and soft goods. Take Walmart, they are expanding their private label plastic bags by taking shares from national brands like Glad, Hefty and Ziploc. And CVS Caremark emphasized the strength of private label on its conference call yesterday. Plus, Cramer keeps hearing similar things from all of the supermarkets.