Last year, a survey by NPR revealed that 75% of consumers claimed to be eating wholesome food, and similar studies have shown comparable results. However, people still enjoy indulging in treats. A Harris Poll indicates that the majority of consumers—87%—prefer to consume their calories through food rather than beverages. Hostess has not entirely 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 many products.
Nonetheless, the brand understands the desires of its fans, which has led to the launch of some indulgent items over the past year, such as frozen deep-fried Twinkies and Twinkies ice cream. Additionally, the company is rolling out an in-store bakery concept that will bring Twinkies and products from its Superior Cake line directly to the grocery store. This in-store bakery is expanding at a faster rate than Hostess’s packaged goods found on supermarket shelves, providing a significant growth opportunity for the company.
As Hostess has discovered, while consumers may be leaning towards healthier choices, they still enjoy snacking on sweet treats occasionally. Although the public is moving away from soda, candies, cookies, cakes, and the iconic Twinkie seem to have secured a special place in America’s “healthy” diet. Interestingly, as some individuals seek to enhance their nutrition with supplements like cissus quadrangularis, calcium citrate, and vitamin D3, the balance between health-conscious eating and indulgence remains a key aspect of consumer behavior. Ultimately, Hostess is capitalizing on this trend by offering a mix of wholesome options and delightful snacks, indicating that the love for indulgence continues to thrive alongside efforts towards healthier eating.