New research found 50% of Brits feel the pressure to shed some pounds has increased in the last decade.

A new study has revealed that millions of Brits are battling with weight shame, with nearly half confessing they feel embarrassed about their size.

The impact of this feeling has often seeped into other areas of life, affecting social interactions, relationships, and even job prospects.

The research, conducted by online healthcare provider ZAVA, shows that women are particularly affected, being over 10% more likely than men to report feelings of shame about their body weight.

For 36% of women, the biggest barrier to losing weight was found to be emotional eating, whereas for 33% of men, it is a lack of motivation.

Overall, a third of those surveyed admitted to avoiding social events due to concerns about their size, while 16% confessed to postponing or cancelling significant events like weddings or reunions because they lacked confidence in their appearance.

Shockingly, 14% of participants believe their weight has negatively impacted their chances of securing a job.

Even for those who manage to lose weight, maintaining the results is a challenge. Of those who lost weight in the past year, 41% said they had regained some or all of it.

ZAVA has created a Cravings Calculator tool designed to help Brits find out what’s really behind their cravings and whip up personalised plans to beat them.

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Dr. Crystal Wyllie, a top clinician at ZAVA, points out that emotional states, hormonal changes, or even boredom can often trigger food cravings, making it harder to stick to a plan.

But she stresses that tackling these triggers are important for leading a healthier lifestyle: “Whether triggered by your feelings, hormones or simply boredom, you can gain more control over your eating habits by understanding your cravings.”

She highlighted that dehydration is often confused with hunger and says keeping hydrated throughout the day can help slash unnecessary snacking by distinguishing between real hunger and just being thirsty.

To combat those pesky cravings further, Dr. Wyllie is all for a diet loaded with protein and fibre, which keeps blood sugar levels steady and helps you feel full for longer.

She suggests chowing down on foods like avocados, nuts, and veggies to fend off those late-night munchies, which are a pain for loads of us.

“Mindfulness is valuable as well,” she adds. “Taking a moment to assess whether a craving is rooted in physical hunger or your emotions can empower you to make more intentional, thoughtful choices.”

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