Women of all ages are preoccupied with the appearance of their midriffs, according to new research carried out by analysts Mintel.
A recent poll of 2,011 women conducted by the organisation revealed that 69 per cent were worried about developing or having a ‘muffin top’ waistline.
The preoccupation with the abdomen area spread across all age groups, with 69 per cent of 16-44-year-olds and 72 per cent of 45-64-year-olds citing it as the area of the body they felt least secure about.
Michelle Strutton, head of UK beauty & personal care, clothing, household and automotive research at Mintel, said: “The tummy area can receive plenty of uncomplimentary comment and is quite a changeable area, for instance, bloating can occur after eating, so how you look and how your clothes fit can change from day to day.
“It is also a difficult area to sculpt through exercise.”