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According to a new survey by weight loss firm Slimsticks, almost 50 per cent of all UK dieters endure only a month of healthy eating.
The group with the least staying power turned out to be the 16 to 24-year-olds - though 28 per cent of youngsters embarked on a new diet each month, 45 per cent ditched the diet after just one week.
Despite a series of all-too-brief failed attempts, some 33 per cent admitted they needed to lose two stone or more - further evidence that Britain's obesity epidemic shows no sign of slowing down.
Dietician Priya Tew told The Mirror: "Obesity is reaching epidemic status and it is getting worse and that is why we are seeing more people and younger people desperate to lose weight."
"But by eating a sensible diet, it can be achieved and the health benefits are worth the effort."
Meanwhile, a separate survey revealed parents believe their kids should be kept on school premises during lunchtimes to prevent them bingeing on fast food.
Almost 75 per cent of the 12,000 parents quizzed said staying at school would dissuade youngsters from heading to the nearest junk food outlet.
But it seems it's not just the local chippie that is cause for concern - 92 per cent of mums and dads suggested schools should be subject to tougher healthy food standards.
Do you lack dieting staying power? What do you think is the reason you lose your motivation? Leave your comments below...