Rapid weight-loss plans typically last 15 days and see just 20 per cent of women reach their target, with 35 per cent putting on more than they lost. Despite shedding an average 2.5kg (5.6lb), women gain 2.1kg (4.7lb) less than three weeks after the diet ends, according to breadmaker Hovis. Olympic cyclist and Hovis ambassador Victoria Pendleton said: 'It's worrying to think that women put pressure on themselves to lose weight quickly and then suffer emotional repercussions if they give up or don’t see the desired results. 'The secret to a healthy lifestyle is not crash diets, marathons or cutting out bread from your diet.'
The poll of 2000 women found just in one five were able to keep to plans which steered clear of certain food groups, such as the Dukan or Atkins diet. One in three women tried to remove bread from their diet, and nearly half of those questioned said they failed after trying to cut out all savoury snacks.