How the UK is trying
to lose weight
Independent weight loss is the most common approach. Attempts to lose weight through self-directed diet or exercise were reported by 42% of respondents.
Commercial diet programmes were used by 15%, while 14% reported using apps or online programmes. Structured support was less common. Around 9% said they had worked with a trainer, coach, nutritionist or support group, while 8% reported using weight loss medication, such as Wegovy or Mounjaro, and 7% had sought help from a GP or doctor.
Even as access to clinically supervised weight loss services has expanded, many people continue to rely on independent approaches.
Why many people choose to lose weight alone
Among those who chose to lose weight independently, the most common reason was a desire to stay in control. That motivation was cited by 26% of respondents, while 23% said they simply preferred managing weight loss themselves.
Flexibility also plays an important role. Being able to shape their own routine was mentioned by 16% of respondents, while 13% said they enjoyed researching and building their own plan.
Privacy was another factor influencing decisions. Losing weight alone felt more comfortable for 15% of respondents, while almost one in ten said concerns about judgement or stigma influenced their choice.
Practical barriers also emerged in the survey. Cost was identified as a barrier by 16% of people who had tried to lose weight, while 6% said professional support felt difficult to access.
Despite the popularity of independent approaches, previous success was rarely the reason for choosing them. Past success with self-directed weight loss was cited by only 17% of respondents.
The challenges people face when trying to lose weight
Maintaining motivation over time emerged as the most common challenge in the survey, affecting 31% of respondents.
Consistency also proved difficult for many. Struggling to maintain diet or exercise routines was reported by 29% of respondents, while 28% said they initially lost weight but later regained it.
Expectations around progress may also shape people’s experiences. Frustration with results appearing more slowly than expected was reported by 27% of respondents, while a quarter said slow progress left them feeling discouraged.
Weight loss can also be emotionally demanding. Experiences of fatigue or burnout were reported by 21% of respondents, while 19% said mental health challenges such as anxiety or low mood affected their progress.
Emotional eating or eating in response to stress was identified by 26% of respondents, and 18% reported cycles of losing and regaining weight, often described as yo-yo dieting.
Conflicting advice can add to the difficulty. Difficulty staying on track because of confusing guidance was reported by 11% of respondents, with the same proportion saying they felt isolated or lacked support.
Living while trying to
lose weight in the UK
Weight loss rarely happens in isolation. Social situations, workplace culture and everyday environments can all influence people’s ability to maintain healthy habits.
Nearly half feel social pressure
when trying to lose weight
Pressure to behave normally at social events was reported by 44% of respondents, even when it conflicted with their weight loss goals.
Discomfort refusing food at gatherings was reported by 34% of people, while 37% said avoiding social drinking when meeting friends or colleagues was difficult.
Judgement and unsolicited advice
remain common experiences
Experiences of judgement were also common during weight loss attempts. Feeling criticised about weight or weight loss efforts was reported by 38% of respondents, while 31% said they had received unsolicited advice.
Comments or behaviour from others that discouraged progress were reported by 32% of respondents, highlighting the social pressures many people face.
More than half say their environment
makes weight loss harder
Environmental factors also appear to shape behaviour. The availability of unhealthy food was identified as making weight loss harder by 57% of respondents.
Periods of burnout were also common, with 44% saying they had stopped trying to lose weight at times due to mental or physical exhaustion. Lack of workplace support was reported by 27% of respondents who had attempted weight loss.
Where is people’s willpower tested the most? The Willpower Index
The survey suggests that losing weight is not just about personal motivation and willpower, but also the environment people live in. With 57% saying the availability of unhealthy food makes losing weight harder, 44% say they have stopped trying at times due to burnout, and nearly half feel pressure at social events that can conflict with their goals.
Research also shows that weight and health behaviours are shaped by a range of factors, including biology and the environments people live in. Access to food, stress levels and opportunities for physical activity can all influence people’s ability to maintain healthy habits.
To explore this further, the team at Phlo created the Willpower Index, ranking UK cities based on the factors that can make weight loss harder, from access to fast food and alcohol to stress levels, as well as access to gyms and green space.
The 10 most supportive cities
for weight loss
The 10 most challenging cities
for weight loss
Confusion and mixed messages around weight loss support
Navigating weight loss advice can feel overwhelming. Feelings of uncertainty about where to turn for support were reported by around one third of respondents.
Uncertainty about which type of support would help most was reported by 35% of respondents, while 38% said they had received conflicting advice.
Online information can contribute to that confusion. Weight loss communities or content online were described as overwhelming or unhelpful by 34% of respondents, rising to 45% among those aged 25 to 34.
Some people also report gaps in the support available. Around 9% say there are some resources available but not enough, 5% feel there is a lack of emotional or motivational support, and 4% say the support that exists does not suit their needs.
The rise of medical weight loss treatments and clinically supervised services has introduced new options for people who may have struggled with traditional diet approaches alone, with digital pharmacies such as Phlo Clinic offering access to clinicians for ongoing monitoring as well as dietitians for lifestyle support.
Trust in weight loss advice remains fragmented
A wide range of sources influence where people turn for weight loss advice. Healthcare professionals are the most trusted overall, with 38% saying they trust medical guidance, yet fewer say they would actually seek support from a GP or dietitian, with 32% saying this is where they would turn.
Instead, many rely on informal or independent sources. Managing weight loss alone is the preferred option for 19% of respondents, while 22% say they would turn to family or friends and 20% to free online resources.
Deciding which advice to trust often depends on personal judgement rather than clear clinical guidance. Recommendations from someone they know influence 28% of respondents, while 27% rely on reviews or testimonials. Advice that simply sounds logical or straightforward is trusted by 24% of people.
Advice that is popular or trending is trusted by 13% of respondents, while 10% say they trust recommendations from influencers. Meanwhile, 6% say they are unsure how to judge whether advice is credible, and 4% admit they assume advice is safe without checking.
The findings highlight a clear gap between the number of people trying to lose weight and the support they feel able to access. While many attempt to manage their weight independently, this is often shaped by barriers such as cost, uncertainty about where to turn and the influence of social and environmental pressures as well as their own biology and genetics.
Together, the results suggest that for many people the challenge is not simply motivation, but navigating a complex landscape of advice, expectations and support options.
As understanding of the biological and environmental drivers of obesity grows, new models of support are emerging that combine medical care, behavioural guidance and digital access to medical professionals. Services such as Phlo Clinic are part of this shift, providing medically supervised weight management alongside lifestyle support.