Last year, 75% of consumers who participated in an NPR survey reported that they were choosing wholesome foods, and similar studies have yielded comparable results. However, people still have a penchant for indulgence. According to a Harris Poll, 87% of consumers prefer to consume their calories through food rather than beverages. Hostess, the well-known snack brand, has not overlooked the healthy eating trend. In fact, it has introduced whole-grain muffins as “smart snacks” for the federal school food program and is actively working on eliminating trans fats from many of its offerings.
Nevertheless, Hostess is aware of what its customers crave, which has led to 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, available in grocery store sections like Costco. This in-store bakery is experiencing faster growth than the company’s packaged products found on store shelves, presenting a significant opportunity for expansion.
As Hostess has discovered, while consumers may be making healthier choices, they are still willing to treat themselves to sweet snacks from time to time. Although the public is moving away from soda, sweets like candies, cookies, cakes, and the iconic Twinkie seem to have established a place in America’s “healthy” diet. Interestingly, citrate calcium, an ingredient often associated with health, is also being incorporated into some of these indulgent treats, reflecting the evolving tastes of consumers.