LENEXA, KS — When it comes to snacking, consumers are taking a balanced approach with indulgent sweet treats and healthier options vs. an either-or approach, according to snack giant Hostess Brands.
Despite high interest in better-for-you foods, indulgent snack sales are growing 20% faster than their healthy counterparts.
“Many people jumped to the conclusion that is better-for-you is growing, it must be at the expense of indulgent snacking,” said Dan O’Leary, Hostess’ chief growth officer at the 2023 Consumer Analyst Group of New York’s conference. “That is a false choice. As the number of snacking occasions increases throughout the day, consumers take a balanced sheet approach when making decisions on what to snack on from healthy to indulgent.”
A consumer insights study conducted by the brand revealed that 74% of participants consider their diet balanced, with room for indulgent snacks. Nearly 80% of survey respondents said they consumed sweet snacks as a reward.
