Bloated bellies leave UK women feeling deflated

Most women would opt for a double chin, fat thighs or a muffin top rather than a bloated belly, according to a new survey out today to coincide with World Digestive Health Day.

Three-quarters of British women consider themselves to be afflicted with 'lower belly bloating' or LBB at some time in their lives.

Also - according to the research commissioned by Activia - 80% have to regularly perform the obligatory, yet embarrassing 'trouser tummy tuck' i.e. having to pull their waistband up and over their bellies when sitting down.

This is hardly surprising when you consider that LBB can result in an increase in waist circumference of up to 12cm over the course of a day. Nearly two-thirds (64%) of women feel that they are having a 'fat day' when they experienced bloating.

Surprisingly the Lower Belly Bloat, or LBB has overtaken other irksome conditions such as the muffin top and 'cankles' (thick ankles), not to mention more visual features such as a double chin, small boobs and 'thunder thighs'.

A whopping third of respondents said that the LBB gets them down so much that it would cause them to miss a night out. And - as if that wasn't enough - a third of women get irritated that the men in their lives tend not to suffer from bloating to the same extent. Celebrities admired for having a flat stomach are Madonna (30%), Angelina Jolie, Elle McPherson and Jennifer Aniston.

Although abdominal bloating can frequently be a result of lifestyle and stress, it is also thought to possibly be as a result of slower 'transit time’ - where food doesn't move through the system as quickly as it could.

Activia is scientifically proven to help improve slower digestive transit, with 82% of people with self-reported digestive discomfort saying that they felt better after having Activia for two weeks, and 87% reporting that they feel less bloated.

For more information visit Danoneactivia.co.uk.