Women will spend more than £150,000 during their lifetime on dieting and getting into shape, according to a new poll.
Gym memberships, exercise DVDs, supplements and extra fruit and veg all cost an average of £2,422 a year, it found.
And over her lifetime, a woman will spend an average of £150,164 - yet only loses up to 3lb a year, most of which she puts back on.
The More magazine survey of 2,000 young women, who had an average age of 23, also found worrying trends on tactics to lose weight.
One in 10 women said they have lost half a stone in a week and 6% claim to have lost a stone in two weeks.
More than half (53%) of those questioned said a diet to them meant eating less than 1,000 calories a day and a fifth (20%) said it was eating less than 800 calories a day.
A third (34%) have taken slimming pills to lose weight, 30% make themselves sick while 11% said they had taken speed or cocaine to step up their metabolism.
More editor Lisa Smosarski said: "The reason young women can't lose weight is because they equate dieting with not eating.
"As a result, a whole generation of women have a dysfunctional eating pattern of endless mini starvation diets."
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