A survey conducted by DSM found one in four consumers spend less than five minutes on breakfast, with those who skip breakfast altogether saying they lack the time to find something appropriate to eat.

With more and more consumers paying attention to their breakfast foods, the industry is rife with innovation in this space as businesses focus on their product offerings for busy Europeans. Maria Pavlidou, head of marketing communications EMEA at DSM, joins us to discuss the trends among breakfasters across Europe and berate your podcast host for preferring to skip ‘the most important meal of the day’.