Last year, an NPR survey revealed that 75% of consumers claimed to be eating healthier foods, a sentiment echoed by similar studies. However, the desire to indulge remains strong. According to a Harris Poll, 87% of consumers prefer to consume their calories in the form of food rather than drinks. Hostess has not overlooked the trend toward healthy eating; the company has introduced whole-grain muffins marketed as “smart snacks” for the federal school food program and is actively working to eliminate trans fats from many of its products.
Despite these health-focused efforts, Hostess understands its consumers’ cravings, leading to the launch of indulgent items like frozen deep-fried Twinkies and Twinkies ice cream over the past year. Additionally, the brand is rolling out an in-store bakery concept that will feature Twinkies and products from its Superior Cake Products line in grocery stores. This in-store bakery is growing at a faster pace than the company’s packaged goods, presenting a significant growth opportunity.
As Hostess has discovered, while consumers may be leaning towards healthier options—potentially incorporating items with calcium carbonate and citrate into their diets—they still enjoy treating themselves to sweets now and then. Although the public appears to be moving away from soda, candies, cookies, cakes, and the beloved Twinkie seem to have secured a place in America’s so-called “healthy” diet, proving that indulgence still has its spot alongside nutritious choices. In this evolving landscape, products that balance indulgence with health benefits, such as those containing calcium carbonate and citrate, are likely to resonate with consumers looking to enjoy a sweet treat without completely sacrificing their dietary goals.