Storecheck Florida – Analysis of current supermarket trends in the southeasternmost US state

Florida has always had a reputation as the cultural melting pot of the United States. Sun, beaches, amusement parks, retirement communities, Latin American, Caribbean, Asian and European influences, and a strong tourism industry characterise this state in the south-east of the country. Life here seems faster, louder and at the same time easier and more playful than in most regions. Consumption is a natural part of everyday life – and supermarkets take on much more than just the role of traditional suppliers: they are places of experience, meeting points and mirrors of social developments.

Anyone who enters a supermarket in Florida immediately notices that the rules there are very different from those in Germany. Shopping is not just about putting products in your trolley, but about moving through a spectacular world of colours, shapes, brand messages and pop culture. The markets tell stories, showcase lifestyles and react extremely quickly to trends from social media, the entertainment industry or sport. During our store check in Florida, we once again noticed how literally “unique” the US retail experience is compared to Europe.

Below, we summarise our impressions. We discuss the stores we visited as well as exciting brands, packaging and product ranges.

Store overview: a different dimension of shopping

If you are mainly used to local supermarkets, the stores in Florida seem like a completely different world. As a European, you are overwhelmed by their sheer size alone. Chains such as Publix, Target, Walmart and Walgreens offer significantly more space, wider aisles and taller, seemingly endless rows of shelves than Rewe, Edeka, Aldi or even Kaufland. Everything feels worlds more spacious.

Publix has something of a monopoly. This mid- to high-end supermarket chain can be found on almost every corner in Florida. It is even more prevalent than Walmart and very popular with the locals. Most Floridians associate Publix with regionality, reliability and quality.

Target and Walmart focus more on the “everything under one roof” principle. In addition to food, these stores also sell clothing, toys, electronics, household goods and seasonal products. Shopping here is more like a tour of a consumer landscape than a targeted errand.

Walgreens occupies a special position. The chain functions as a mixture of pharmacy, drugstore, supermarket and medical centre. Many branches have small doctors’ rooms where you can easily receive treatment. This concept is a prime example of how flexibly retail space is used in the USA and how care, consumption and everyday services are combined as a matter of course. Particularly impressive is the Walgreens store in Key West, which is built into a former cinema: there, visitors can expect a shopping experience with extraordinary architectural appeal.

All of the supermarkets mentioned offer an enormous variety of products. Food, non-food products, seasonal items and promotional goods are offered side by side. This parallelism creates a sensory overload that is overwhelming on the one hand, but also arouses curiosity and invites browsing on the other.

Publix’s own brand: pure minimalism

Amidst the visual overload, Publix’s own brand stands out—and does so with “quiet tones.” While other brands literally scream for attention with bright colors, slogans, and illustrations, Publix presents itself in a radically minimalist way – and stands out more than the “loud” packaging designs precisely because it is so different. White surfaces dominate, complemented by a simple food shot, a clear product name, and a colored bar that serves as a recurring brand element.

The packaging design appears calm, confident, and consistent. What’s particularly exciting is that Publix deliberately refrains from imitating the looks of well-known brands. Unlike many European private labels, which are clearly oriented toward the respective market leaders in their segment, Publix focuses on an independent design identity. The colored circle with the distinctive “P” functions as a brand bracket across all categories and creates recognizability, even when product types and formats vary considerably.

Publix’s private label provides a pleasant contrast, especially on crowded US shelves. It catches the eye and the brand almost acts as a visual break. This approach proves how effective restraint can be when competitors all around are going all out, so to speak.

Interesting shapes: the courage to use unusual shapes

In the USA, brands are showing much more courage when it comes to packaging shapes. Functionality is not always the main focus. Instead, brands generally use unusual shapes specifically as a visual distinguishing feature. Would you like some examples?

– Gefen garlic paste comes in portioned cubes that are more reminiscent of ice cubes than a classic kitchen product. Here, visual distinctiveness and functionality—thanks to the practical portioning—even go hand in hand.

The round alcohol bottles from BuzzBallz Chillers and the apple-shaped juice bottles from Martinelli’s break with familiar category codes.

These shapes seem curious – and that is precisely where their strength lies. They attract attention, invite you to touch them and remain in your memory. A visual dynamic is created on the shelf that goes beyond color and graphics. The packaging itself becomes a means of communication. Even if not every shape seems user-friendly in everyday life, it still fulfills its purpose at the moment of purchase.

Refrigerated section: striking colors and container sizes

The packaging designs in the refrigerated section surprised us the most. Brands are experimenting particularly heavily with colors here. fa!rlife, for example, uses a bold red for milk—an extremely unusual combination. But while hardly anyone in Germany would think of designing milk packaging in bright red, provocative designs like this often seem to be used deliberately in the US to stand out from the classic white or blue tones and thus generate attention.

The container sizes are also striking. Milk alternatives, which are generally available in countless varieties in US supermarkets, are sometimes sold in containers with a capacity of over two liters. These XXL formats reflect different consumption habits and larger households. In many cases, the design language clearly deviates from European standards.

Chobani mania: a brand block at its finest

Chobani reigns supreme in the refrigerated section. The brand occupies nearly every product area in the dairy world, from yogurts to drinks to desserts. Across this broad portfolio, Chobani remains extremely consistent visually: the serif font, central brand field, and harmonious food shots make the brand easily recognizable. On the shelf, it creates a cohesive block that is hard to miss.

Frozen food section: loud and brand-focused

The frozen food sections in US supermarkets appear “louder” than those in German stores. Brands make an energetic impression and often try to claim entire sections of the shelves for themselves. Eggo demonstrates this particularly impressively. The bright yellow packaging stretches over several meters and creates a continuous block of color. Interesting for us packaging designers: when we visited the market, we saw both the new and old Eggo looks on the frozen food shelf. The relaunch clearly focused on centering the design around the brand name and food shot – both elements were too lost in the previous concept.

Many pizza packaging designs are creative, not to say flashy, such as those from Screamin’ Sicilian Pizza, where the brand name is also visually prominent. They combine food with entertainment and appeal to different target groups, from children to families to adults, with appropriate humor.

In contrast to Eggo and Screamin’ Sicilian Pizza, the Tillamook brand exercises restraint. The designs of the ice cream products appear calmer and more harmonious and are more in line with European aesthetics.

Cereals: Representatives of American abundance

Hardly any other department reflects American abundance as strongly as the cereal section. Entire aisles are devoted exclusively to a wide variety of breakfast cereals. Brands present countless varieties, flavors, and limited editions. Athletes, comic book characters, and pop culture icons adorn the packaging. Serena Williams and other familiar faces lend the products additional appeal.

Another striking feature is the much more intense use of color compared to the packaging of cereals available in this country. And: In addition to the classic boxes we are familiar with, Florida supermarkets often stock XXL bags that inevitably bring animal feed to mind. But as with other product categories, such as milk and milk alternatives, the same applies here: Due to different consumption habits and larger households, these extra-large containers are popular with locals.

In terms of brand image, Chex stands out with its geometric style. From the cereal itself to the background of the brand name to the overall structure and arrangement of the elements on the front of the packaging, everything is designed in a diamond shape. Especially in this particularly cluttered segment, the eye is pleased by such a clear, orderly design.

Lunch kits: snack culture and influencer power

The Lunchables brand is cult in the USA. Its small DIY snack boxes are aimed primarily at children and teenagers, who can playfully create their own meals from crackers, cheese, sausage, or candy.

The enormous presence of influencers is also impressive. The best examples of this are MrBeast, Logan Paul, and KSI, who have joined forces to launch Lunchly, a brand for snack sets. Their lunch kits typically contain products from the renowned brands Prime and Feastables, founded by the same YouTube stars. Social media, entertainment, and retail merge seamlessly here—media consumption, brand loyalty, and eating habits influence each other. While US culture strongly supports this type of to-go product, Germany does not (yet) have a comparable level of acceptance.

Drinks: boundless enthusiasm for experimentation

We came across many interesting products and designs in the beverage section. Here are a few examples:

– The Skittles brand now also offers its sweets as drinks.

– Caffeinated water is becoming increasingly popular.

– Collectible bottles from Good to Grow for children feature popular characters such as Mickey Mouse, Bluey, and the Ninja Turtles.

– Several brands are marketing tomato juice visually like ketchup, thereby departing from classic beverage codes.

– Gatorade dominates entire rows of shelves.

– Capri Sun has a different appearance in the US than in Germany – the logo, colors, and packaging are different. The brand also sells its drinks in bottles in US stores, with an unmistakable premium look.

Prime vs. Mas+: Minimalism and its limits

While we’re on the subject of Prime, the brand of social media personalities Logan Paul and KSI, mentioned above, caused a huge hype in the US. Sold-out stores, high-profile sponsorship deals with popular US sports teams such as the Los Angeles Lakers (basketball) and the Los Angeles Dodgers (baseball), and an appearance in an episode of South Park underscore its cultural impact. The ribbed bottle shape has become a true icon.

Something that is so well received naturally invites imitation. The Más+ brand of Argentine soccer star Lionel Messi uses a very similar concept – too similar, in the opinion of Prime’s managers, who have therefore sued Messi and his team. This complex legal dispute reveals the weaknesses of minimalist designs: they are difficult to protect. When reduction becomes the successful core of a brand, the risk of imitation increases.

Skulls: between humor and provocation

Skull and skeleton motifs are increasingly being used as branding elements in the US. Brands such as Liquid Death, Bones Coffee Company, and Voodoo Ranger use these eerie figures in a humorous and provocative way. Skulls are losing their threatening image and developing into a pop culture of their own, appealing primarily to younger target groups. The trend shows parallels to developments in European countries such as Denmark and the United Kingdom and is increasingly spreading globally.

POS Impact: Attention as currency

At the point of sale, brands focus on creating a strong visual impact. Ocean Spray uses unusual cardboard cutouts. JELL-O dominates with bold blocks of color. Impossible deliberately breaks with the typical veggie green and relies on red instead. Fruit for kids works with Bluey as a role model. The MIO brand fills its syrups in compact, egg-shaped bottles that clearly stand out from the usual competitor packaging. The POS becomes a playing field where every brand fights for those crucial fractions of a second of attention.

Fast Prep Meals: a colorful world for young and old

Fast Prep products for quick and convenient meal preparation play a major role in the US and are therefore also widely available in Florida supermarkets. Campbell’s SpaghettiOs strikes a balance between nostalgic and humorous-creative with its colorful design. Mac & Cheese is available in countless varieties. Goodles stands out with a modern, modular brand system: flexible color inserts and clear structures give the brand a contemporary look. Annie’s has secured the Disney license to feature popular cartoon characters on Fast Prep Meals intended for children.

Drugstore: “Instagram aesthetics” on the shelves

Hardly any other segment in the US markets is as design-driven as the drugstore sector. The shelves are full of pastel shades, minimalism, and unusual shapes. Collaborations such as Dove x Crumbl Cookies show how harmoniously contrasting brand worlds can actually merge. Old Spice presents itself in a very playful way with its illustrative design. Many products appear high-quality and meet the criteria for good Instagram aesthetics, which in turn underscores the enormous importance of the influencer world, especially in the US. Even refill pouches are refined and aesthetically sophisticated.

Sauces: Restaurant feeling at home

Trendy restaurant chains such as Chick-fil-A, Subway, and Arby’s are bringing their iconic sauces to retail outlets, enabling consumers to enjoy that restaurant feeling at home. The containers are large, eye-catching, and feature strong branding. And the Heatonist Hot Ones collaboration once again demonstrates the importance of social media influencers in a wide variety of product segments.

Pet supplies: primarily modern and emotional

Pet food packaging is predominantly colorful, modern, and emotionally designed. The product name is often printed not only on the front but also on the bottom of the packaging, so that the different varieties can be easily recognized and distinguished even when they are lying flat on the shelf instead of standing upright.

Cat litter, on the other hand, tends to stand out negatively in terms of design. Some concepts appear technical, outdated, and therefore unattractive.

Also worth mentioning: the supermarket chain Publix uses sturdy, functional hard plastic containers for its own brand Arm & Hammer.

Miscellaneous: a little bit of everything

Florida’s supermarkets stock a wide range of disposable tableware. Fireworks are also freely available. Piñatas featuring children’s characters such as Hello Kitty, Bluey, and Paw Patrol are part of the standard range. One of the most curious products is definitely Van Holten’s Pickle in a Pouch: the large pickle is available in a variety of flavors—a snack with a difference. Crispy Kreme regularly delivers fresh donuts directly to stores. Regional brands do exist, but they usually have smaller display areas.

Conclusion: Florida’s supermarkets as a reflection of US culture

Florida’s supermarkets impressively demonstrate how closely culture, consumption, and design are intertwined in the US. They function not only as places of sale, but also as stages for trends, pop culture, and social developments.

Size, variety, and visual impact characterize the shopping experience. Brands use striking colors and shapes, as well as creative design concepts, to stand out in a crowded environment. At the same time, Publix and Tillamook, for example, prove that restraint and consistency can be powerful opposites.

Compared to Germany, the US retail world seems bolder, more playful, and less regulated. Supermarkets in Florida are something like cultural experience spaces where zeitgeist, entertainment, and everyday life come together in a unique way.