Fry Attachment Rate Stays High, Signaling Consumer Confidence 

• Despite economic uncertainties and financial strains, Americans are still spending, as evidenced by the $700 billion spent in February on food services and retail, marking a 1.5% increase from the previous year and a 38.5% increase since February 2019.
• Economists are surprised by the persistent propensity of Americans to spend, even amid concerns about inflation, elevated interest rates, and the end of pandemic-related financial benefits, with examples like the increasing demand for french fries reflecting this trend.
• However, shifts in demand are evident, with consumers turning to alternatives like cereal for dinner amid rising food prices, while companies like Lamb Weston face challenges due to lower foot traffic and inflation affecting menu item prices.

Taking a broader view, the so-called fry attachment rate's strength supports economic data by demonstrating that regular Americans are still prepared to spend money on little pleasures.

Here's just one instance of the increasing number of customers making purchases despite legitimate reasons to restrict budgets, a phenomena that continues to perplex economists.

American Spending Trends Amid Economic Uncertainty

According to advanced and modified official statistics, Americans spent more than $700 billion in February on food services and retail. That is a 1.5% increase over the same month last year. Furthermore, it has increased by an astounding 38.5% since February 2019.

During the early years of the Covid-19 crisis, rising wages and fiscal stimulus measures padded bank accounts, which led to increased purchasing. However, in more recent times, Americans have been under increasing pressure due to runaway inflation, elevated interest rates, and the end of financial benefits gained during the pandemic.

Experts have been surprised by Americans' persistent propensity to spend their cash, even as consumer confidence sours and fears of an economic downturn swirl. The decision to add french fries offers one example of what some have dubbed "YOLO" or "revenge" spending, with the first term being named after the acronym for "you only live once."

Undoubtedly, consumers' financial decisions are influenced by indications of their financial strain when it comes to food.

Shifts in Demand

Earlier this year, CEO Gary Pilnick said that cereal was becoming popular as a dinner substitute as consumers struggled with rising food prices.

Werner claimed that even though fries are still the preferred food, Lamb Weston's volume suffered because of generally lower foot traffic in the restaurants it supplies. According to the CEO, that decline occurs when customers become used to paying more for menu items due to inflation.

Lamb Weston announced adjusted profits and sales for the third quarter of its fiscal year on Thursday, and the results fell short of the FactSet-surveyed analysts' predictions. Wall Street projections for the Idaho-based company's full-year performance on both financial indicators were likewise not met.

In Thursday's session, shares fell more than 19%, reaching lows not seen in almost a year.