A staggering 70% of the female population are dieting at any one time according to recent figures.
According to an online survey by weight management programme Weight Watchers 91% of women who responded admitted to having tried a fad diet at some point in their lifetime - something which almost all say they have later regretted.
While the research has shown that on average `fad dieters' can lose 7lbs a month, 70% of responders admitted they in fact ended up heavier than their original weight.
To help people keep weight off for good Weight Watchers Newcastle area manager Pauline Fox is offering advice on staying motivated and keeping up healthy habits once the all important `goal weight' has been achieved.
Pauline said: "We are all creatures of habit. You have to be, otherwise daily routines like getting out of bed, brushing your teeth, driving to work or even answering the phone would be impossible.
"These everyday activities become automatic habits to give your brain space to concentrate on new and different things going on around you each day.
"The trick to avoiding weight gain once you've reached your ideal weight is to develop helpful weight control habits."
Making wise food choices, regular exercise, avoiding comfort eating and getting support from family and friends are all recommended for losing weight and keeping it off.
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