Last year, an NPR survey revealed that 75% of consumers claimed to be eating wholesome food, with similar studies showing nearly identical results. However, people still enjoy treating themselves. According to a Harris Poll, most individuals would rather consume their calories through food than beverages, with 87% preferring solid food options.
Hostess has not completely overlooked the healthy eating trend; in fact, it has introduced whole-grain muffins as “smart snacks” for the federal school food program and is actively working to eliminate trans fats from many of its products. Nevertheless, the brand understands its fans’ desires, which has resulted in the launch of indulgent items over the past year, including frozen deep-fried Twinkies and Twinkies ice cream. Additionally, the company is rolling out an in-store bakery concept, bringing Twinkies and offerings from its Superior Cake Products to grocery store shelves. This in-store bakery is expanding at a faster rate than the packaged products typically found in stores, presenting a significant growth opportunity for Hostess.
As Hostess has discovered, while consumers may be leaning towards healthier options, they are still willing to indulge in sweet treats from time to time. Although the public is moving away from soda, candies, cookies, cakes, and the classic Twinkie have managed to secure a place in America’s “healthy” diet. Moreover, with products like Citracal Maximum Plus D3 gaining popularity, it’s clear that consumers are seeking a balance between health and indulgence in their eating habits. Ultimately, this trend reflects a growing desire for nutritious choices without completely sacrificing the enjoyment of snacks.