January is typically the busiest month for weight loss attempts in the UK, with many adults turning to restrictive diets and fitness plans after Christmas. While motivation is often high at the start of the year, long term success remains limited.
Around 26% of adults in England are classed as obese, according to the latest government figures, and excess weight continues to pose significant health risks. Research suggests that short term dieting and rapid lifestyle changes frequently lead to weight regain rather than sustained improvement.
A leading prescribing pharmacist has said that focusing on psychological factors alongside nutrition and physical activity is critical to maintaining progress beyond the first few weeks of the new year.
Ahsan Cohen, a prescribing pharmacist at Quick Meds, said January resolutions often fail because they rely too heavily on willpower.
“After Christmas, many people adopt an all or nothing mindset, setting overly strict rules that are difficult to maintain,” he said. “When those rules inevitably slip, people often abandon their efforts altogether.”
He said shifting focus away from perfection early in January can improve adherence. Small, realistic changes such as regular meal timing, improved sleep, or reduced snacking are more sustainable than drastic restrictions.
Mindful eating can also help counter post Christmas dieting fatigue. Paying closer attention to hunger cues, portion sizes, and eating speed supports appetite regulation and reduces the likelihood of rebound overeating.
“Removing distractions during meals and eating more slowly helps people feel satisfied without needing extreme calorie cuts,” Cohen said.
Negative self talk is another barrier commonly reported in January. Thoughts such as “I’ve already failed” or “I never stick to resolutions” can undermine consistency before habits have time to form.
“Reframing these thoughts into more balanced statements supports persistence,” Cohen said. “Progress is built through repetition, not perfection.”
Cohen also highlighted the role of visualisation during early behaviour change. Rather than focusing solely on weight targets, he said people may benefit from considering how improved habits could affect daily life, including energy levels, concentration, and confidence.
Emotional eating remains a challenge during January, particularly as people adjust to darker days, work pressures, and post holiday fatigue. Keeping brief food and mood notes can help identify patterns, while planning non food coping strategies may reduce reliance on eating for comfort.
Portion awareness can also help after periods of festive excess. Simple environmental changes such as using smaller plates or pre portioning snacks may reduce intake without increasing feelings of restriction.
Evidence from the NHS Digital Weight Management Programme shows that behavioural and psychological strategies can support meaningful outcomes. Participants who completed the programme lost an average of 3.9kg over 12 weeks.
Cohen said support and accountability play an important role in sustaining change. Sharing goals with friends, family members, or structured programmes can help maintain momentum once initial motivation fades.
“Tracking habits loosely, whether through apps or written notes, increases awareness and helps people adjust before setbacks become patterns,” he said.
He added that success should be measured beyond the scales. Improvements in sleep, energy, fitness, or how clothes fit often appear before significant weight change and can help sustain motivation during early plateaus.
“January weight loss should be about building habits that last beyond the new year,” Cohen said. “Short-term fixes rarely deliver long term health benefits.”
This approach reflects NHS guidance, which promotes sustainable lifestyle change rather than rapid dieting by combining nutritional advice with behavioural and psychological support.
