Last year, a survey by NPR revealed that 75% of consumers claimed they were eating wholesome foods, with similar studies yielding nearly identical results. However, the desire to indulge remains strong. According to a Harris Poll, 87% of consumers prefer to consume their calories through food rather than beverages. Hostess has not ignored the trend toward 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 many of its products.
Nonetheless, Hostess recognizes its fans’ cravings, which has led to the launch of indulgent items over the past year, such as frozen deep-fried Twinkies and Twinkies ice cream. Additionally, the company is set to introduce an in-store bakery concept that will feature Twinkies and products from its Superior Cake line in grocery store sections. This in-store bakery is expanding more rapidly than Hostess’s packaged items on grocery shelves, presenting a significant growth opportunity for the company.
As Hostess has discovered, while consumers may be shifting towards healthier options, they still enjoy a sweet treat from time to time. Although the public may be moving away from soda, candies, cookies, cakes, and the iconic Twinkie seem to have secured a place in America’s “healthy” diet. Interestingly, amidst these indulgences, there is also a growing market for health supplements like pure encapsulations calcium magnesium citrate malate, highlighting a dual interest in both enjoyment and wellness among consumers.