Sales of Hamburger Helper, a budget-friendly pantry staple first popularised in the 1970s, have jumped 14.5 percent in the year through August, according to owner Eagle Foods. The surge comes as many other food brands experience a dip in consumer demand amid rising inflation and grocery bills.
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 soaring and the US economy had weakened. The company acquired the brand from General Mills in 2022.
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, according to market research company GfK.
Shoppers feeling the pinch are also turning to other pantry staples such as canned tuna, salmon, sardines, beans, and boxed macaroni and cheese, according to data from research firm Circana. David Portalatin, Circana's senior vice president, described the current state of consumer behaviour as 'uncertainty and resilience'.
Hamburger Helper's 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 home cooks.
