The Breakfast Aisle Has a Blind Spot

Chemistry’s Market Research Lab surveyed more than 1,000 consumers and turned up a finding that should stop cereal brands in their tracks: only 35% of people are eating cereal at breakfast. Everyone else is eating it on the couch at midnight, as an afternoon snack, straight from the box. The category is alive and well, but marketing hasn’t caught up with the shift. The fix isn’t a new product or a brand refresh. It’s recognizing who your consumer actually is and meeting them where they already are.