Press releases
4th May is Death of the Diet Day
- Average dieter sticks to their regime for 123 days
- But 30 per cent have fallen off the diet wagon
- Over half of dieters plan to stick to their new health regime forever
Whether it’s down to stronger willpower, more pressure to have celebrity bodies, or simply cutting back on calorific treats in the credit crunch, the average Brit’s New Year health kick has lasted 45 days longer this year than in 2008, with dieters sticking to their diet and fitness regimes for over four months in 2009.*
Research conducted by PruHealth, the private health insurer that rewards policyholders for being healthy, found that people expected their January health kicks to last for, on average, 123 days. We can, therefore, expect Monday 4 May to be the day most people fall off the health wagon.
Of those still sticking to their diets, the vast majority of dieters (55 per cent)** plan to keep up their new healthy lifestyle forever, suggesting that ‘quick-fix’ fad diets such as Beyonce’s maple syrup diet are well and truly out of fashion.
Nearly two-thirds of Brits (61 per cent) planned to embark on a new diet or fitness regime at the start of the year. And nearly half (48 per cent) of these dieters saw it as an ongoing, permanent lifestyle change rather than an attempt to quickly lose those extra pounds.
However, as of last week 30 per cent of dieters had already abandoned their diets, with over a quarter (26 per cent) of us caving in after less than a month on the salads and gym classes.
When it comes to sticking to our resolutions, resisting the lure of sugary snacks is the biggest challenge for sweet-toothed dieters, with 22 per cent rating this as the hardest hurdle to overcome. A further 10 per cent admitted giving up alcohol was their biggest health regime challenge.
Katie Roswell, Marketing Director, PruHealth, said: “The nation appears to be taking a step in the right direction and maintaining a healthy lifestyle on an ongoing basis, rather than opting for more dangerous crash diet or exercise plans. The key is finding a routine that incorporates a nutritionally balanced diet and regular exercise into your regular lifestyle, and not completely denying yourself the occasional treat for doing well, as this can help keep up the motivation.”
Reasons to get healthy
Worryingly, for 21 per cent of dieters this year it took the shock of a health scare to inspire them to take action and embark on a new, healthier lifestyle. But messages about the health of the nation appear to be hitting home, as the majority of dieters (54 per cent) simply wanted to follow a healthier lifestyle.
Who’s healthiest?
Four-fifths (83 per cent) of the sprightly over 55s are still following their New Year health kicks, compared with only half (54 per cent) of under 35s. Regionally, Welsh dieters ‘cracked’ first with over one in ten (11 per cent) giving up after just one week!
The information contained in Prudential UK's press releases is intended solely for journalists and should not be used by consumers to make financial decisions. Full consumer product information can be found at www.pruhealth.co.uk.
Notes to editors
* Opinium Research carried out an online poll of 2,233 British adults from 23rd – 30th December 2008.
Results have been weighted to nationally representative criteria.
** Opinium Research carried out an online poll of 2,200 British adults from 17th - 20th April 2009. Results have been weighted to nationally representative criteria.
Media enquiries
| Izabella Siemicka | Tel: 020 7121 8513 | Mobile: 07917 557528 |
About PruHealth
PruHealth was launched in October 2004 as a joint venture between Prudential and Discovery Holdings from South Africa. Since launch, PruHealth has grown quickly. It now covers over 190,000 lives and in a sample of its individual customers, one third said they had changed their behaviour for the better because of its Vitality reward scheme which encourages policyholders to look after their health.
