In a survey conducted by NPR last year, 75% of consumers reported that they were focusing on wholesome foods, and similar studies yielded comparable results. However, indulgence remains a popular choice among many. According to a Harris Poll, a significant 87% of consumers prefer to consume their calories through solid foods rather than beverages.
Hostess, the well-known snack brand, has not completely ignored the trend towards healthy eating. 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 a variety of its products. Nonetheless, Hostess is also aware of its customers’ cravings, which has led to the launch of indulgent items over the past year, such as frozen deep-fried Twinkies and Twinkies-flavored ice cream. Additionally, the company is rolling out an in-store bakery concept that will feature Twinkies and products from its Superior Cake line, creating a fresh shopping experience in grocery stores. This in-store bakery is expanding at a rate quicker than the growth of Hostess’s packaged goods on store shelves, presenting the company with substantial growth opportunities.
As Hostess has discovered, while consumers are increasingly opting for healthier choices, they still enjoy the occasional sweet treat. Although there is a noticeable shift away from soda consumption, products like candies, cookies, cakes, and the beloved Twinkie seem to have successfully secured a place in America’s so-called “healthy” diet. Furthermore, with the rise of health-conscious products, including cissus quadrangularis, calcium citrate malate, and vitamin D3 tablets, it appears that even those who indulge in snacks are considering their overall nutritional intake. In this evolving landscape, Hostess continues to balance indulgence with a nod to healthier options, ensuring that they cater to a diverse range of consumer preferences.