Jeans Tell All: Women From Around The Globe Choose Denim to Both Signal and Celebrate Weight-Loss Success
New survey reveals 65 percent of women worldwide would reward themselves with a new pair of jeans after losing weight

BATTLE CREEK, Mich., Sept. 22 /PRNewswire/ -- What's an easy way to tell when a woman has lost weight? Check out her jeans. According to a recent survey by Kellogg's® Special K ® brand, nearly two-thirds of women around the world say jeans are the first article of clothing that indicates weight loss or gain, and that they would buy themselves a new pair of jeans as a reward for losing weight.

Women from 15 countries weighed in on the survey, revealing that jeans are a common thread among women around the globe when it comes to signaling and celebrating weight-management success.

"The Special K® brand has long known that women have a special relationship with their jeans. The way jeans fit instantly tells the tale of a woman's waistline, and great-fitting jeans can help a woman look and feel her best for almost any occasion," said Tiziana Castiglioni, senior director of the global Special K® brand. "These survey results confirm that small victories, like fitting into a favorite pair of jeans, give women a sense of pride and accomplishment."  

For more than 50 years, the Special K ® brand has been helping women look and feel their best by offering simple ways to lose weight without sacrificing the ability to eat real, great-tasting foods.

And as the survey demonstrates, one of the key motivators for losing weight is often clothing – specifically jeans. Key findings include:

  • 65 percent of women say they would reward themselves with a new pair of jeans for hitting a dieting and weight goal.
    • Women in Canada (85 percent), Korea (82 percent) and the U.S. (79 percent) are more likely than those in other countries to say they'd reward themselves with new jeans.
  • 64 percent of women say jeans are the first article of clothing to indicate they are gaining or losing weight.
  • More than half of British women claim jeans are the first clothing item that indicates weight loss (55 percent).
  • More than 50 percent of women own a pair of jeans that doesn't fit, and 20 percent own jeans that are too small.
    • Of those who own "too small" jeans, nearly 60 percent say they are holding on to them with the hope of again fitting into them.
    • One-third of women say they have tried to lose weight for the sole purpose of again fitting into smaller jeans.
  • The majority of women in the U.S. (62 percent) and Korea (72 percent) view dropping a jean size as a "significant accomplishment."
  • Jeans make a fashion statement for both work and play. Sixty-three percent of women say they would wear jeans on a date or to a party, and 60 percent say they would wear jeans to work.
    • Brazilian women most commonly wear their jeans to more formal occasions or events such as work (84 percent), formal parties (71 percent) and dates (63 percent).
    • Mexican women most commonly wear their jeans when at home (87 percent), working around the house (83 percent), when on a date (77 percent) and to work (70 percent).

Kellogg's® Special K® brand commissioned M/A/R/C Research to conduct the survey, which included 7,500 women between the ages of 18 and 55, with 500 women being interviewed in each of 15 Special K ® brand markets, including Australia, Brazil, Canada, Germany,  Greece, India, Ireland, Korea, Mexico, Portugal, South Africa, Spain, Sweden, the United Kingdom and the United States(1)

For more information about the Special K® brand, visit

(1) The survey took place from May 14, 2010 through June 17, 2010, and has a margin of error of +/- 1.1% at a 95% confidence level.

About Kellogg Company

With 2009 sales of nearly $13 billion, Kellogg Company is the world's leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bars, fruit-flavored snacks, frozen waffles and veggie foods. The Company's brands include Kellogg's®, Keebler®, Pop-Tarts®, Eggo®, Cheez-It®, All-Bran®, Mini-Wheats®, Nutri-Grain®, Rice Krispies®, Special K® ®, Chips Deluxe®, Famous Amos®, Sandies®, Austin™, Club®, Murray®, Kashi®, Bear Naked®, Morningstar Farm®, Gardenburger® and Stretch Island®. Kellogg products are manufactured in 18 countries and marketed in more than 180 countries.  For more information, visit Kellogg's Corporate Responsibility report including its approach, progress and future direction in the marketplace, workplace, environment and community can be found at For information on Kellogg Company's commitment to nutrition, visit

SOURCE The Kellogg Company