Hamburger Helper sales rise as US consumers cut spending

In the 1970s, Hamburger Helper became a staple on American dinner tables as families, strained by inflation and soaring beef prices, looked to turn a pound of ground beef into an entire meal.

- JULIE CRESWELL

These days, those same pressures are why the flavoured pasta mix is coming to the rescue again.

While most food companies are seeing declines in consumer demand for their products, sales of Hamburger Helperare up 14.5% in the year through August, getting an extra bump from its appearance on an episode of The Bear in June, according to the company that owns the brand, Eagle Foods.

And it’s not just Hamburger Helper. Sales of foods commonly purchased by consumers when financial times get tough are on the rise, according to industry analysts. Purchases of rice are up 7.5% this year. Distressed shoppers are also buying more cans of tuna, salmon and sardines. Sales of beans and boxes of macaroni and cheese are also strong, based on data from the research firm Circana.

Uncertainty about the economy and higher tariffs levied on goods from a variety of countries have led many consumers to refocus their spending on essentials or items that are good values, while cutting back on extras or unnecessary spending.

“Cost-of-living expenses are up. Eating and drinking expenses are up),” said Sally Lyons Wyatt, who advises packaged food companies at Circana. “Consumers are looking for foods that fill them up for the least amount of money.”

In grocery stores, shoppers are increasingly picking up less-expensive store brands. McDonald’s and other restaurant chains are offering more value meals. Sales of sweet treats like ice cream, cookies, and cakes are down, according to Circana.