Americans spend on average 12 minutes eating breakfast – just half the time they spend eating lunch and dinner. When did the most important meal of the day become so rushed? And how are brands capitalising on our hunger for a quick fix?

Although most people’s mornings involve the same routines – showering, getting dressed and eating breakfast – IKEA has found some small distinctions between people across eight major cities. Presented in the 'Life at Home' report, it provides an insight into morning rituals.

In today's busy world, family mealtime is often neglected. Cereal brand Cheerios wants to make the most important meal of the day a more fulfilling family experience, and something that we should be spending at least seven minutes enjoying.

With increasingly busy lifestyles, our eating habits are changing. Over half of people in the UK tend to eat on-the-go without the time to sit down to enjoy their food. As we have less time dedicated for eating, on-the-go breakfast products are growing in popularity.

With beauty brands launching creams to combat signs of ageing and people constantly looking for better ways to look after their skin, companies are designing products to remedy today's busy lives. Beauty drinks packed with vitamins and collagen are increasingly popular.

Marketed as 'nature’s Gatorade', Vita Coco has become popular way beyond the gym. It has a 60% market share in the US, and over 90% in the UK, where it’s the fastest-growing non-alcoholic drinks brand. But just how did Vita Coco turn coconut water into a global phenomenon?

As society becomes more pressed for time, snacking is convenient and quick. With diet-conscious consumers looking for healthier options, drinkable foods like Mamma Chia's organic seed juices are bridging the gap between food and drink.

All over the world, studies show that breakfast has become a rushed, on-the-go affair that's all over in a matter of minutes – many even skip it altogether. But what if that first meal of the day could provide a beauty benefit? That's what Believe Cereals is offering.