Six in Ten (56%) Women Aged 25 to 49 Have Made a New Year's Resolution to Manage their Weight

Toronto, ON - As the New Year quickly approaches, many Canadians will engage in the tradition of making a new-year's resolution after the clock strokes midnight. It appears that weight loss is a resolution that a majority of women aged 25 to 49 have made in the past, as a new Ipsos Reid poll conducted on behalf of Kellogg reveals that nearly six in ten (56%) women have made a new-year's resolution to manage their weight.

The data suggests that women could use some help in staying committed to their resolution, as four in ten (41%) resolution-makers either didn't make it through week one (26%) or didn't ever start following their resolution (15%). Others only made it one (5%), two (16%), three (14%) or four (12%) weeks before abandoning their resolution, with only 11% never abandoning their resolution all year long. The average amount of time women lasted before abandoning their resolution is four weeks.

Resolutions aside, seven in ten (69%) Canadian women aged 25 to 49 have been on a diet, with by far the most common day to start a diet being Monday (84%), followed by Sunday (9%). But when asked what days of the week women typically cheat or deviate from their diet, a majority (59%) says they typically cheat on Saturday, while Friday (41%) and Sunday (23%) are also common days of the week to cheat.

Thinking about what might help them be more successful in managing their weight, six in ten (60%) `agree' (21% strongly/39% somewhat) that `having a diet buddy would make it easier to stay committed to reaching their weight-management goals.', and 58% `agree' (20% strongly/38% somewhat) that it would make them `more successful in managing their weight'. Perhaps explaining why most women fall off the bandwagon, just two in ten (19%) `agree' (6% strongly/13% somewhat) that they have a diet buddy.

Further, three quarters (76%) `agree' (28% strongly/48% somewhat' that having a meal plan would make it easier for them to stay committed to reaching their weight-management goals', while a similar proportion (75%) `agrees' (28% strongly/47% somewhat) that it would make them more successful in managing their weight.

These are some of the findings of an Ipsos Reid poll conducted between October 28 and Nov 6, 2009, on behalf of Kellogg. For this survey, a national sample of 2,714 adult women aged 25 to 49 from Ipsos' Canadian online panel was interviewed online. Weighting was then employed to balance demographics and ensure that the sample's composition reflects that of the adult population according to Census data and to provide results intended to approximate the sample universe. A survey with an unweighted probability sample of this size and a 100% response rate would have an estimated margin of error of +/-1.9 percentage points, 19 times out of 20, of what the results would have been had the entire population of women aged 25 to 49 in Canada been polled. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement error.

For more information on this news release, please contact:
Sean Simpson
Research Manager
Ipsos Reid
Public Affairs
(416) 572-4474
[email protected]

About Ipsos Reid
Ipsos Reid is Canada's market intelligence leader, the country's leading provider of public opinion research, and research partner for loyalty and forecasting and modelling insights. With operations in eight cities, Ipsos Reid employs more than 600 research professionals and support staff in Canada. The company has the biggest network of telephone call centres in the country, as well as the largest pre-recruited household and online panels. Ipsos Reid's marketing research and public affairs practices offer the premier suite of research vehicles in Canada, all of which provide clients with actionable and relevant information. Staffed with seasoned research consultants with extensive industry-specific backgrounds, Ipsos Reid offers syndicated information or custom solutions across key sectors of the Canadian economy, including consumer packaged goods, financial services, automotive, retail, and technology & telecommunications. Ipsos Reid is an Ipsos company, a leading global survey-based market research group.

To learn more, please visit www.ipsos.ca.

About Ipsos

Ipsos is a leading global survey-based market research company, owned and managed by research professionals. Ipsos helps interpret, simulate, and anticipate the needs and responses of consumers, customers, and citizens around the world.

Member companies assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media. They measure public opinion around the globe.

Ipsos member companies offer expertise in advertising, customer loyalty, marketing, media, and public affairs research, as well as forecasting, modeling, and consulting. Ipsos has a full line of custom, syndicated, omnibus, panel, and online research products and services, guided by industry experts and bolstered by advanced analytics and methodologies. The company was founded in 1975 and has been publicly traded since 1999.

In 2008, Ipsos generated global revenues of e979.3 million ($1.34 billion U.S.).

Visit www.ipsos.com to learn more about Ipsos' offerings and capabilities.