Last year, 75% of respondents in an NPR survey indicated that they were consuming wholesome foods, with similar studies yielding comparable findings. However, people still enjoy indulging themselves. According to a Harris Poll, 87% of consumers prefer to derive their calories from food rather than beverages. Hostess is not completely overlooking the trend toward healthy eating; it has introduced whole-grain muffins as “smart snacks” for the federal school food program and is working to eliminate trans fats from many of its items. Nevertheless, the brand understands the desires of its loyal fans, which has resulted in the release of indulgent products over the past year, such as frozen deep-fried Twinkies and Twinkies ice cream.
Additionally, the company is launching an in-store bakery concept that will feature Twinkies and products from its Superior Cake line in grocery stores. This in-store bakery is expanding more rapidly than Hostess’s packaged products found on supermarket shelves, presenting a significant growth opportunity for the company. As Hostess has discovered, while consumers may be leaning toward healthier choices, they are still willing to treat themselves to a sweet snack occasionally. Although the public is moving away from soda, candies, cookies, cakes, and the iconic Twinkie seem to have secured a place in America’s “healthy” diet.
In the midst of these trends, consumers are also showing interest in health supplements, such as calcium citrate chews available at Costco. These products are gaining popularity among those who strive to maintain a balanced diet while still enjoying occasional indulgences. It’s evident that while the focus may be on wholesome eating, treats like Twinkies and calcium citrate chews from Costco are still very much in demand.