In a survey conducted by NPR last year, 75% of consumers reported that they were eating wholesome food, and similar findings have been observed in related studies. However, many people still enjoy treating themselves. A Harris Poll revealed that the majority of individuals, 87%, prefer to consume their calories in the form of food rather than beverages.
Hostess, as a company, has not completely overlooked the trend towards healthier eating. It has introduced whole-grain muffins as “smart snacks” for the federal school food program and is actively working to eliminate trans fats from numerous products. Nevertheless, the brand is aware of its customers’ preferences, which has led to the introduction of indulgent items over the past year, such as frozen deep-fried Twinkies and Twinkies ice cream. Moreover, Hostess is set to launch an in-store bakery concept that will feature Twinkies along with offerings from its Superior Cake Products in grocery stores. This in-store bakery is expanding at a faster rate than the company’s packaged products available on store shelves, presenting a significant growth opportunity.
Hostess has discovered that while consumers may be leaning towards healthier options, they are still enthusiastic about indulging in sweet treats occasionally. Although the public might be moving away from soda, candies, cookies, cakes, and the iconic Twinkie seem to have secured a place in America’s “healthy” diet. Additionally, products like Citracal calcium chews are gaining popularity as consumers seek to balance indulgence with nutritional supplements. As Hostess continues to navigate this landscape, it will likely find ways to incorporate healthier options alongside beloved treats, ensuring that consumers can enjoy both indulgence and wellness in their diets.