People in Birmingham are the "most committed to getting fit in 2013" according to research by DiscountVouchers.co.uk

Online voucher and daily deal specialist DiscountVouchers.co.uk has found that the people of Birmingham are the most committed to self-improvement.

By analysing its sales the money-saving website has found that detoxing kits are popular in both Birmingham and Newcastle, but not in London. Women aged 36-40 the most likely to take part in a cleanse and the most popular New Year’s resolutions in Birmingham include joining the gym and giving up smoking.

Electronic Cigarettes were shown to be a popular way for Brummies to give up smoking with sales of the gadgets best in Birmingham and Sheffield. Across the UK more women than men are trying to give up.

Gym memberships were also found to be more popular with the residents of Birmingham than any other city.

Gerard Doyle, CEO of DiscountVouchers.co.uk, commented: “There is huge demand for money-saving deals on health and beauty items, which just goes to show how savvy consumers have become.

"Vouchers are no longer the domain of supermarkets and shoppers know that there are discounts to be had on just about every purchase.”

The analysis from DiscountVouchers.co.uk found that Chelmsford, Edinburgh, Glasgow and Newcastle nationals were the most likely to fork out for surgical deals, with women in their late 50s spending more on procedures than any other age group. Surprisingly men aged between 26-30 were not far behind.

Those living in Northern Ireland and Wales were found to be the least concerned with their appearance spending the smallest amount on health and beauty products.

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Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

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