London: Most women give up dieting after an average of five weeks, two days and 43 minutes, according to a new UK research. While one in seven (13 per cent) women in Britain stick to a diet for 13 weeks or more, nearly one in four (19 per cent) succumb to their favourite food cravings after a month.
Nearly one in ten women (8 per cent) lose the willpower to carry on dieting after just one week and 16 per cent give up after a fortnight, the 'Daily Mail' reported.
Some irresistible treats which dieters most crave include biscuits, cakes, sweets and even Indian and Chinese meals, found the study. The research among 1,000 women found that the average age for a first diet is 26 years, but one in three women (33 per cent) started a slimming regime between the ages of 15 and 20.
Women said the most popular reason for losing weight was being shocked at seeing themselves in a photograph or catching a glimpse of themselves in a shop window, found the study commissioned by a sugar substitute brand.
Some women admitted they embarked on a diet after being asked if they were pregnant, others when they suspected their partner was having an affair or their sex life had dwindled.
Others decided to reduce their weight to get back on to the dating scene after a break-up or after realising they were the fattest person in their office.
Some decided to lose weight before a reunion with old friends, while others, after seeing an unflattering picture of themselves on Facebook.
Six in ten women (59 per cent) said food cravings make diets difficult, followed by 'simply loving food' (42 per cent) and feeling depressed (30 per cent). Other factors which make diets difficult include cooking and shopping for the rest of the family, going out to dinner and slimming on your own.
In fact, weight loss is most likely to be derailed by dieters themselves, partners and female friends. The top five cravings which people find hardest to resist during a diet are chocolate (48 per cent), crisps (31 per cent), cheese (26 per cent), bread (26 per cent) and wine (23 per cent).
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