While the 1960s nutrition guru Adelle Davis told us all to breakfast like a king, lunch like a prince and dine like a pauper, today we are most likely to breakfast like a roadrunner.

The importance of breakfast as a meal occasion, particular during the week, is in danger of being relegated to just a morning snacking occasion.

Research from TNS shows on average people miss 13% of potential breakfasts, equating to the average person skipping breakfast for 50 days a year. For those who do take breakfast, over 50% take less than five minutes to prepare their first meal of the day.

"Convenience is the biggest single market driver and within the breakfast market that means more and more focus on quick and easy to prepare breakfasts - in and out of the home," says Warburtons' category marketing controller Sarah Miskell.

For more details see this week's Focus on Breakfast in The Grocer - out Saturday.