Grocery Store in the Frozen Food Aisle

Grocery Store

In the frozen food aisle of my local is divided into categories of food. The banks of products have labels hanging off of the glass cases. They read "breakfast," "dinners," "vegetables," and "snacks." There is a specially marked section for "pizza." The dessert section of frozen foods is more specifically labeled with: "pie," "ice cream," "individual servings," and "other desserts." Each of these labels is designed to aid the consumer in locating what it is they desire as quickly as possible, while also showing them similar products which might also appeal to that buyer.

Each of these labels is designed to appeal to a certain type of consumer. The frozen food section is designed for people who have limited time to prepare meals and thus can purchase food in this section and cook it later at their discretion. Some of the labels, such as "vegetable" and "dinner" are designed to appeal to adults who are in a rush. The boxes aimed at adults advertise that they are healthy products or that they are quick to make or that they is enough product for the whole family.

I found the dessert section of frozen foods to be particularly interesting in terms of the target audience. Desserts that are aimed at adults advertise that they are low on fat. The icons on the box usually show the dessert in its most appealing state, perched upon a spoon or laid out decadently on a plate. However, all the items that are targeted towards children are in colorful boxes. The packaging usually has cartoon characters of some kind on the box. They are created to make appeals to the children of adults who are in the grocery store. Most of the children's products are on the bottom half of the freezer, directly in view of the child sitting in the grocery cart or walking along the tile of the freezer aisle. When the child sees the brightly colored box with the icon of cartoons or the photos of ice cream and assorted treats, the child will ask the parent to procure the product for him or her.