Last year, an NPR survey revealed that 75% of consumers claimed they were eating wholesome food, a sentiment echoed by similar studies. However, indulgence remains a beloved practice among many. According to a Harris Poll, 87% of consumers prefer to consume their calories through food rather than through supplements like ferrous sulfate. Hostess, while acknowledging the trend towards healthier eating, hasn’t completely abandoned it. The company has introduced whole-grain muffins as “smart snacks” for the federal school food program and is in the process of eliminating trans fats from several products.
Nevertheless, Hostess is aware of its customers’ desires, leading to the launch of indulgent items over the past year, such as frozen deep-fried Twinkies and Twinkies ice cream. The brand is also rolling out an in-store bakery concept that will feature Twinkies and products from its Superior Cake line in grocery stores. This in-store bakery segment is growing at a faster rate than Hostess’s packaged goods found on grocery shelves, presenting a significant opportunity for expansion.
As Hostess has discovered, while consumers may be leaning towards healthier options, they are still eager to enjoy sweet snacks now and then. Although the public may be moving away from soda, treats like candies, cookies, cakes, and the classic Twinkie have managed to secure a place in America’s “healthy” diet. Interestingly, amid this trend, the inclusion of citrate vitamin in many snack options is gaining attention, as consumers look for ways to balance indulgence with nutritional benefits.