Breakfast may or may not be the most important meal of the day, but Brits are certainly treating it that way – they're spending £76 million every day on eating out in the morning. As the habit becomes part of the public’s routine, what’s behind the British breakfast boom?

Brits are spending like the recession never ended. But while the purse strings have tightened when it comes to necessities like groceries, products that promise aesthetic perfection are enjoying huge growth. Why do skint 20-somethings feel the need to look good when times are hard?

From trendy cafés that serve cereal until 10pm to high-end restaurants that boast late night menus featuring egg and waffle, breakfast food is no longer limited to the early hours of the day. Almost half of Londoners profess a love for ‘brinner’, but what's the appeal of a truly all-day 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?