Last year, an NPR survey revealed that 75% of consumers claimed to be focused on eating wholesome foods, and similar studies have shown comparable results. However, people still enjoy indulging in treats. According to a Harris Poll, 87% of consumers prefer to consume their calories through food rather than beverages. Hostess, as a company, has acknowledged the trend towards healthier eating; it has introduced whole-grain muffins as “smart snacks” for federal school food programs and is in the process of eliminating trans fats from many of its offerings.
Nonetheless, Hostess understands what its customers desire, leading to the release of indulgent products over the past year, such as frozen deep-fried Twinkies and Twinkies ice cream. The company is also rolling out an in-store bakery concept that will feature Twinkies and items from its Superior Cake Products line, making them available in grocery store areas. This in-store bakery is expanding more rapidly than the packaged products on grocery shelves, presenting a significant growth opportunity for the company.
Hostess has observed that while consumers may be leaning towards healthier options, they are still willing to treat themselves to sweets from time to time. Although the public is moving away from soda, candies, cookies, cakes, and the iconic Twinkie seem to have secured a spot in America’s “healthy” diet. Interestingly, as consumers become more health-conscious, they might also be looking for snacks that provide additional nutritional benefits, such as those containing alfalfa calcium citrate malate. This ingredient could appeal to those who want to indulge while still considering their overall dietary choices, demonstrating that indulgence and health can coexist in today’s marketplace.