Just gave this a quick read to catch up after a few hours sleep.
I think one of the problems with the current situation is the uncertainty regarding the impact FDA regulation may have on all the companies.
But not the least could be getting approval for new brands.
Some companies gobble up other smaller outfits that 're making a profit from a well made brand or brands.
Go all out to promote the newly added brand, or brands, until sales are at a certain level.
Then cut back on the advertising $ spent on those brands.
Cut costs on production,everywhere and in every way they can.
Quality suffers but, at least for some time, the brand woll continue to bring in the high level of $.
Once customers become aware that what they've been getting recently is no long worth the price and sales decline.
The big company lets that once decent brand slip further, shifts the promotional $ into pushing their more recently acquired brands in a repeat of the same tactic.