NASHVILLE, Tenn. (RFD-TV) — Households pinching pennies are turning to ultra-cheap, few-ingredient “struggle meals” as grocery costs remain a top pain point. An August AP-NORC poll found a majority of adults now call groceries a major source of stress, and many have even used buy-now-pay-later for essentials.
Searches for “struggle meal” hit a record high in September, and #strugglemeals posts are climbing on Instagram and TikTok, reflecting a wave of budget-cooking content.
Online, the genre runs from rice-and-egg bowls and ramen hacks to skillet “helpers.” Tastemade’s long-running Struggle Meals series with Frankie Celenza anchors the space on YouTube, while creators like Dollar Tree Dinners have gone viral with ultra-low-budget holiday menus. Nutrition voices caution that many recipes skew low in protein and fiber and high in sodium, urging simple add-ins (beans, eggs, frozen veg) to balance plates rather than abandon thrifty cooking altogether.
Farm-Level Takeaway: The trend points to steady demand for low-cost staples—such as rice, pasta, tortillas, eggs, and canned goods—and value lines, creating opportunities for producers and retailers positioned on price.
AFBF Economist Bearnt Nelson joins us with insights into current turkey flock sizes, HPAI concerns, and production impacts on holiday demand.
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