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?

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.

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.

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.