Last year, 75% of consumers surveyed by NPR reported that they were prioritizing wholesome foods, and similar studies have yielded nearly identical findings. However, the desire to indulge remains strong. According to a Harris Poll, 87% of consumers prefer to consume their calories through food rather than beverages. Hostess, as a company, has not completely overlooked the trend towards healthy eating. In fact, it 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.
Yet, Hostess understands what its customers crave, which has resulted in the launch of indulgent items over the past year, such as frozen deep-fried Twinkies and Twinkies ice cream. The company is also debuting an in-store bakery concept that will feature Twinkies and products from its Superior Cake line in grocery store sections. This in-store bakery is expanding more rapidly than the company’s packaged goods available on grocery shelves, offering significant growth potential.
As Hostess has discovered, while consumers may be leaning towards healthier choices, they still enjoy a sweet treat occasionally. Although many are moving away from soda, candies, cookies, cakes, and the iconic Twinkie have managed to find a place within America’s so-called “healthy” diet. Additionally, as consumers become more health-conscious, the incorporation of natural calcium citrate into snacks may become a valuable selling point, further blending indulgence with nutrition. Hostess’s ability to balance these two aspects could be key to its future success as it continues to cater to evolving consumer preferences.