Costco’s Kirkland and Other Store Brands Are Having a Moment

Shoppers line up outside a Costco to buy supplies amid the COVID-19 outbreak in Honolulu, Hawaii, on Feb. 28, 2020. Duane Tanouye via Reuters

Store-brand toilet paper used to be an unwanted second choice at the grocery store, often left behind as consumers stocked up on names they knew, like Charmin, Angel Soft, Scott, and Cottonelle.

But what may have once been the loneliest item on the shelf is now in high demand.