I agree with the thesis of the article, at least insofar as it's that the future of the big consumer brands is likely to be less bright than the past. Ultimately mainstream razors, laundry detergent, cleaning supplies, crackers and chips, etc. etc. are largely fungible (aka there is little difference between store and name brands). I think consumers (especially younger consumers) are becoming more and more aware of this. I think in the longer term the market is likely to become increasingly bifurcated, with cheap store brands on one end, and expensive organic and specialty brands on the other.
Anecdote: I live in anytown USA. ALDI and Trader Joe's, two grocery chains that sell next to no name brands, are becoming increasingly popular.