Last year, 75% of consumers surveyed by NPR reported that they were consuming wholesome foods, with similar studies yielding comparable results. However, people still enjoy indulging in treats. According to a Harris Poll, 87% of consumers prefer to consume their calories in the form of food rather than drinks. Hostess, as a company, has not completely overlooked the healthy eating trend; it 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 offerings. Nonetheless, the brand 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. Additionally, Hostess is rolling out an in-store bakery concept that will feature Twinkies and items from its Superior Cake Products line in grocery stores. This in-store bakery is expanding more rapidly than the company’s traditional packaged products, presenting a significant growth opportunity.
Hostess has discovered that while consumers may be leaning towards healthier eating, they are still willing to treat themselves to sweets from time to time. Although the public might be moving away from sugary sodas, candies, cookies, cakes, and the beloved Twinkie seem to have found a place in America’s “healthy” diet. Interestingly, products like cal citrate plus vitamin D are becoming more popular, but they coexist alongside traditional indulgences, showcasing the balance that consumers are seeking in their diets. The presence of cal citrate plus vitamin D in the market highlights the ongoing trend of blending health with enjoyment, as people navigate their dietary preferences. Ultimately, Hostess demonstrates that a focus on health does not exclude the joy of occasional snacking, with cal citrate plus vitamin D serving as a reminder that moderation is key.