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  • As our lives become more hectic, breakfast is changing
  • As our lives become more hectic, breakfast is changing
    Nicole, Creative Commons (2011) ©
REPORT

Who has time for breakfast?

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?

Location Global

Scope
As people adopt increasingly busy lifestyles, their eating habits are changing. While 85% of Americans recognise that breakfast is important, they spend an average of just 12 minutes eating it – just half the time they spend eating lunch and dinner. [1][2] With less time dedicated to both preparation and eating, many are turning to convenience breakfast products – ranging from breakfast shakes to cereal-topped yogurts. Although the industry is still dominated by cereal brands, even they are reinventing their products to match people’s changing lifestyles. So what’s driving this shift? And how ...

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