Body hang-ups cause women to waste money on bikinis they never use

UK women are wasting an estimated quarter of a billion pounds on swimwear which they never actually use, according to new research. More than one in 10 (11 per cent) women admit they have been so scared at the prospect of wearing a bikini that they have not gone on holiday at all.

On average, £285 million is spent on new swimsuits every summer, yet 45 per cent are never worn. The survey, carried out by Tesco, also claims that 28 per cent of women feel that wearing a swimsuit is what they dread most about their holiday.

UK women are wasting an estimated quarter of a billion pounds on swimwear which they never actually use, according to a survey by Tesco

Catherine Matthews, head of nutrition at www.tescodiets.com, said: "It's a shame that, for so many women, poor body image seems to be getting in the way of enjoying a holiday." The poll of 3,000 people also revealed that a number of women deploy tactics to avoid exposing their body.



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Almost a third (30 per cent) resort to wearing a T-shirt over their swimwear, while 12 per cent avoid the beach or pool altogether. The survey follows the news that British holidaymakers are 'airbrushing' their snaps in a bid to hide imperfections. High Street chain Snappy Snaps said the number of customers requesting the photographic equivalent of a nip and tuck had risen fivefold.

British tourists advised to cover up on holiday

Bikinis in Egyptian temples, hot pants in Camodia's killing fields and builders' bums in Goa, it's time to Put your Brits Away according to a new magazine campaign. Travel magazine Wanderlust has launched a campaign to encourage Brits to be more aware of the local culture when they are abroad.

Fashion flashpoint?: Holidaymakers sometimes offend locals with their skimpy clothing when they are on holiday

The plea for Brits to dress appropriately for their holiday comes after several high publicity culture clashes including Katie Price's brush with the law for topless sunbathing in the Maldives and the arrest of several British footballers for dressing up as 'naughty nuns' in Crete.

'As a nation we are travelling outside of Europe more frequently, especially with the arrival of cheap flights to destinations such as Morocco and Egypt. What is acceptable on the beaches of Greece may be a no-go in the Maldives, as the near-nude Katie Price discovered recently,' said Wanderlust's Editor-in-Chief Lyn Hughes.

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'Showing too much flesh not only causes offence and embarrassment in many countries, but it can also lead to physical threats against tourists. In some areas, skimpy beachwear has provoked attacks on Western women.'

Wanderlust is urging British holidaymakers to be more sensitive to the cultures of their favourite holiday destinations

Dress codes can be difficult for outsiders to understand and holidaymakers will be surprised to learn that seemingly relaxed destinations can actually be very strict with clothing rules. For example it’s acceptable to parade up and down the beaches of Copacabana in Brazil in the tiniest of bikinis, commonly known as candy floss, however topless sunbathing is prohibited. And despite its laid-back ambiance the Caribbean is equally strict with camouflage clothing illegal in most countries.

Katie Price had a brush with the law for illegally sunbathing topless in the Maldives

The magazine claims the main 'fashion flashpoints' where tourists inadvertently offend the local community with their dress code are; Egypt where an 'anything goes' attitude prevails when visiting Nile temples, Morocco, where visitors often sport skimpy attire when wandering the streets of Marrakesh and even Catholic Europe where conservative dress is normally needed to enter the main churches.