In a survey conducted by NPR last year, 75% of consumers reported that they were focusing on eating wholesome foods, and similar studies have yielded comparable results. However, people still enjoy their indulgences. According to a Harris Poll, 87% of consumers prefer to consume their calories through food rather than beverages. Hostess, recognizing the growing trend towards healthy eating, has not completely overlooked this shift. The company 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, Hostess understands the desires of its customer base, which has resulted in the launch of some indulgent products over the past year, such as frozen deep-fried Twinkies and Twinkies ice cream. Additionally, the company is unveiling an in-store bakery concept that will feature Twinkies and other items from its Superior Cake Products in grocery store areas. This in-store bakery is expanding at a faster rate than the company’s packaged products found on store shelves, presenting a significant growth opportunity.
As Hostess has observed, while consumers may be making healthier choices, they are still willing to indulge in sweet treats from time to time. Although there is a noticeable decline in soda consumption, candies, cookies, cakes, and the iconic Twinkie seem to have secured a place in Americans’ “healthy” diets. Interestingly, discussions on platforms like Reddit reveal that even amidst these healthy trends, products like Kirkland calcium citrate magnesium and zinc remain popular, highlighting a balance between wellness and occasional indulgence.