Pressure to be perfect report

Published: 22 May 2006

Over a quarter of thirty something women, admit to thinking about their weight 'several times a day', and 42% are uncomfortable with being naked in front of their husband. These startling new findings from the nationwide Pressure To Be Perfect study, focusing on 30 - 40 year old women, provides further evidence of women's troubled relationship with food and body image.
The research carried out by the intelligent eating plan called Vitality Eating System, found that nearly half of all respondents (43%) are on a permanent diet, while 20% claim to be in a constant battle of overeating followed by fasting or exercise.

Professor Geoffrey Beattie, School of Psychological Sciences, University of Manchester comments: "It's worrying that at a time of their lives when women should be more sure of themselves, they are being held back by body image insecurities and the exhausting pursuit of perfection.  Perceptions of what is a healthy normal weight are being distorted by unrealistic media images of superthin models and celebs.  For their happiness and fulfilment, women need to start identifying with positive images of real women, and reject the superthin celebrity mums as role models."

65% of the women surveyed claim they feel the pressure to stay slim and youthful.  This isn't surprising given their top celebrity role mums, are Madonna (20%), closely followed by Catherine Zeta Jones (19%) and Kate Winslett (19%).

On a more positive note, the 30-40 year old age group are no longer shunning carbohydrates. Bread, rice and pasta were all rated positively by 66% of the sample.  Fruit and vegetables achieved the highest rating.

The Highs And Lows Of Motherhood

For 40% of thirty something women, motherhood was identified as the source of greatest fulfilment in their lives.  In contrast married life emerged lowest in the fulfilment rankings at 13%

Clearly the pressure to have it all, is taking its toll on today's generation of juggling thirty somethings.  41% claim their frantic lifestyles are the number one trigger for comfort eating.  And while they take great pains to ensure their kids eat a healthy diet, one third (30%) of the mums admit they're too exhausted to cook healthy foods so resort to convenience foods.

Women And Pregnancy
Pregnancy is clouded by women's concerns about their appearance and body shape.  While 60% of mums enjoyed pregnancy, the remaining 40% feared they wouldn't be able to regain their former figures.  Consequently post-birth, 62% of mums admitted that they put pressure on themselves to get back into shape.  32% admitted to resorting to either fad diets, excessive exercise or fasting to lose their baby weight.  Only a quarter(27%) adopted the most effective weight loss regime, by combining a healthy, balanced diet with exercise.

The Ideals Of Beauty
So much for the added confidence which the thirties are reputed to bring.  When the thirty something women were asked if they are now more comfortable with their body/appearance, compared to their twenties, over 60% of the sample said no.  The most desired anti-ageing procedure was liposuction on the stomach and thighs (30%), followed by a breast job (19%) and tooth veneers (19%).

- Ends -

Notes to editor:

1.  The 'Pressure To Be Perfect' research was commissioned by the Vitality Eating System (VES) campaign.  The research was conducted by Kember Associates, during January 2006.  It comprised 1008 women aged between 30 and 40 years old.  For the purposes of the survey, the country was divided into five regions: London and South East; Wales and South West; Scotland; East England, East/West Midlands; North East/West and Yorkshire.  Three-quarters of the women surveyed had children

2.  The VES eating plan, advocates a well-balanced diet plus moderate exercise for both weight loss and weight management.  It provides an alternative to unhealthy 'low carb' diets and a long-term solution to yo-yo dieting.  Balanced eating plus moderate exercise is the key to losing weight and keeping it off. 

3.  Developed by a nutritionist, VES consists of a nutritionally balanced diet containing complex carbohydrates, such as bread, pasta and cereals, along with protein, fruit and vegetables.  The 7-day eating plan is flexible and practical, plus the weight loss is achievable and realistic.

4. This is a joint campaign between the Federation of Bakers (www.bakersfederation.org.uk); the Flour Advisory Bureau (www.fabflour.co.uk) and the Grain Information System (www.graininformationsystem.co.uk