Sales of Hamburger Helper, a budget-friendly pantry staple first popularised in the 1970s, have jumped 14.5% in the year through August, according to owner Eagle Foods. The rise comes amid soaring inflation and rising grocery bills, squeezing household budgets across the US.
Eagle Foods acknowledged that the current market conditions mirror those that fuelled the brand’s blockbuster introduction more than 50 years ago, when beef prices were high and the economy was weak. The company noted that Hamburger Helper has “quietly emerged as America’s meal of the moment”.
Economists have repeatedly pointed to faltering consumer confidence and reduced spending power as the US economy faces headwinds, with the possibility of a recession. Consumer confidence fell further in September amid a sharp slide in expectations for the general economy.
Neil Bellamy, consumer insights director at GfK, said the consumer confidence index reveals that both personal finance measures and primary purchases have dropped significantly. He noted that sentiment on the economy has slumped from minus 11 in June 2024 to minus 32 just 15 months later.
Shoppers feeling the pinch are also turning to other pantry staples such as canned tuna, salmon, sardines, beans, and boxed macaroni and cheese. Circana’s senior vice president David Portalatin described consumer behaviour as marked by “uncertainty and resilience”.
The spike in Hamburger Helper sales may also have been boosted by its appearance in the hit kitchen drama series The Bear in June, which sparked renewed interest in the retro staple among food influencers and cooks.
