For many women struggling to keep slim, dieting can seem to last a lifetime.

For many women struggling to keep slim, dieting can seem to last a lifetime.

Or to be more precise, 31 years.

For researchers have found that is how long the average woman spends on a diet over the course of her life.

According to a new report, British women spend an average of six months a year counting the calories and more than a fifth are on a permanent diet throughout their lifetime in a seemingly never-ending quest for the perfect figure.

But they aren't the only ones waging a constant fight against the flab.

The average adult male spends 28 years slimming, the poll has revealed.

It found that over a tenth of the UK population is currently dieting in a bid to shed the pounds after feasting on festive¹ treats over the Christmas period.

But despite best intentions, three quarters of those who began their New Year with the firm resolution to lose weight give up by the end of the week.

The average diet lasts 5.5 weeks, with the post-Christmas fast being even shorter at just three weeks.

Half of slimmers throw in the towel due to lack of willpower, while a quarter of respondents said that they give up because their strict diet regime leaves them moody² or depressed³.

The most determined⁴ of dieters are aged⁵ between 45 and 64, with almost a quarter spending up to a year slimming.

In comparison, those aged between 18 and 24 are more likely to be yo-yo dieters, with a fifth giving up within a month.

The survey of 1,446 of men and women revealed that nearly two thirds of the UK population are unhappy with their body and feel that being thinner would make them happier.

For women, looks are more important, with over half reporting that they diet to wear fashionable clothes and a third of those surveyed said they watched their weight in a bid to feel more attractive.

But in comparison, men are more focused on their long-term well-being⁶, with over a third saying they wanted to lose weight to be more healthy.