HALF of women fall off the diet bandwagon within 24 hours of beginning the battle of the bulge, a study has revealed. Researchers found that although they start with good intentions, many women are seeing their willpower fade just hours into a new detox.
Instead of hitting their target weight or clothes size, around half of the 2,000 women polled end up quitting within the first day after being lured by chocolate or due to stress and tiredness.
One in twenty even admitted they have NEVER been on a diet which lasted into the second day.
But while chocolate and cakes are the foods most likely to break a diet, it emerged that simply having a bad day can also lead to failure.
More than one in five of the 2,000 women polled even admitted that a relaxing glass of wine after work is all it takes to put an end to their healthy eating.
Penny Mallory, founder of the weight loss company Malory Band, which commissioned the research, said:
''When starting a diet, all women have the best intentions.
''Usually, you either have a target weight in mind, or a particular clothes size you want to get into, and intend to stick with the diet until you reach your goal.
''But it seems many are struggling to get to their ideal weight before they cave in to the unhealthy goodies they are craving.
''Sticking with a diet for any length of time is tough, and needs plenty of willpower and determination to get to the end.
''Some people have got it and can get the results they are after, but if you are one of the many who struggle to make it last more than a few days, perhaps you would be better off looking into other ways of losing weight or shaping up.''
The study found that the average woman goes on three diets a year, with a target weight loss of just over a stone.
But in reality, the diet is abandoned after an average of just 11 days, leaving them struggling to reach their ideal weight.
15% of women fail to last any more than two days, while 55% rarely go more than a week before giving up.
More than a third are likely to end their diet early if they are feeling stressed, while 34% said treating themselves because 'they have earned it' is often their downfall.
Three in ten blame it on simply having a bad day at work while another 30% says their willpower fails them when they are offered chocolates or cake.
21% struggle to keep up with it after treating themselves to a glass of wine in the evenings, with another one in five giving in when they are ill.
Socialising with people who aren't on a diet, being tired, bad weather and a relationship break-up are also among the causes of diet failure.
It also emerged that not seeing a detox through to the end leaves three in ten feeling depressed, with another 45% saying they end up annoyed with themselves for giving up.
Other women admit to having low confidence and self-esteem, embarrassment at failing and even a low sex drive at the end of a failed diet.
Penny Mallory, of Malory Band added:
''Women's lives are so busy nowadays, juggling work, kids and the home, that it's understandable many find it difficult to remember to eat healthily and stick with a diet.
''The Malory Band is a safe, effective and natural alternative to dieting which acts as a gentle reminder to watch what, and how much you consume, by tightening as you eat.
''It takes 20 minutes for a person to realise they feel full and in that time, most of us overeat.
''But the band simply acts as a psychological tool - reminding you that you're trying to lose weight and helping you to eat less before it's too late.''
TOP TEN DIET BREAKERS
1. Being stressed
2. Thinking 'I'm just rewarding myself'
3. Having a bad day at work
4. Being offered chocolate/cake
5. Having a glass of wine after work
6. Being ill
7. Going out with people who aren't on a diet
8. Having a bad night's sleep
9. Bad weather
10. A relationship break up
