If you're struggling to lose your festive flab, there could be a simple reason why. If you're already in your thirties, apparently you may be too old. At least that's the verdict of a study carried out for drinks brand Lambrini Light.
Having quizzed 3,000 women, researchers came to the astonishing conclusion that once you're past the age of 28 your dieting powers start to weaken. Why? Because if you're in your thirties you may be too busy to watch your weight.
And it's worse if you're in your forties or fifties, claim the researchers, who suggest older women have 'lost interest' in shaping up.
The study suggests that 64 believing that it's because they have stronger willpower at one particular stage in their lives. Around 38% of women in their 40s and 50s, the survey suggests, also believe they're past the stage when having a great figure is a priority.
That's going to be news for the many women out there in their 30s and beyond who may well be busy but who are also incredibly successful at keeping themselves in shape, and determined to do so well into their 40s and 50s.
So where does this magic age of 28 come from? The survey reportedly involved women over the age of 30, so we can only assume that the researchers have taken an educated guess about the best age for losing weight.
What do you think? Is weight loss really easier when you're younger? Or do willpower and determination, not to mention being concerned with your weight, have everything to do with your personality, rather than whether or not you're in your 20s?
We'd love to hear your opinions.