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?

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.

In 2014 people in the US gobbled down 260 eggs each, an increase of more than 11% from 2014. Eggs are no longer just for breakfast – they accompany hamburgers and top off pizzas. And as ‘brinner’ – eating breakfast items for dinner – grows in popularity, is the appeal of eggs only set to rise, too?

More calories were consumed in snacks during the 2015 Super Bowl than at Thanksgiving dinner in 2014. Snacking in the US is at an all-time high, with 91% doing it daily. So why is the 'little and often' habit replacing traditional meals? And what does the average American really want from a snack?