Last year, a survey conducted by NPR revealed that 75% of consumers claimed to be prioritizing wholesome food in their diets, and other similar studies have shown comparable results. However, people still have a penchant for indulgence. A Harris Poll indicated that 87% of consumers prefer to consume their calories through food rather than beverages.
Hostess has not entirely overlooked the trend towards healthier eating; in fact, 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 is keenly aware of its fans’ desires, resulting in a range of indulgent items that have appeared on store shelves over the past year, including frozen deep-fried Twinkies and Twinkies ice cream.
Moreover, the company is set to launch an in-store bakery concept that will feature Twinkies and other items from its Superior Cake Products, bringing these treats directly into grocery store settings. This in-store bakery is expanding at a rate quicker than that of Hostess’s packaged products found on grocery shelves, presenting the company with a significant growth opportunity.
As Hostess has discovered, while consumers may be making healthier choices, they still enjoy snacking on sweets occasionally. Although the public may be moving away from sugary sodas, candies, cookies, cakes, and the iconic Twinkie have managed to secure a place within America’s so-called “healthy” diet. Interestingly, alongside indulgent treats, many consumers are also considering supplements such as calcium citrate malate tablets to support their overall health, further illustrating the balance they seek in their eating habits.