Millions of women are cutting out entire food groups from their diet in an attempt to improve their appearance, with dairy the most likely to get the chop.
A study of 1,000 16-25 year-olds found 53 per cent of females admit to no longer eating certain types of food because they believe it would make them look better.
And 55 per cent even admitted to occasionally skipping entire meals, with two fifths of those doing so in order to keep their weight down.
Worryingly, a third of women first cut important foods from their diet between the ages of 14 and 16.
And almost one in 10 were as young as 10 years old.
The study by Arla Goodness, found dairy is among the most likely food groups to be cut with more than one in five saying they have stopped consuming it.
Nutritionist Lucy Jones said: ‘Certain food groups provide crucial nutrients that can help support a healthy lifestyle, so removing them can have unwanted health effects that many may not be aware of.
‘Dairy, in particular, is important for young growing girls as calcium supports the maintenance of normal bones and teeth.’
The study also found that of those who have removed a food group from their diet, more than a quarter (26 per cent) were influenced by those around them.
But more than a third (36 per cent) looked to fashion and lifestyle influencers and celebrities on social media for inspiration.
It also emerged that despite dairy being beneficial as part of a healthy balanced diet, 44 per cent of young women believe the food group is unhealthy or has a negative impact on their body image.
Despite this, three in 10 agree that dairy is rich in nutrients and vitamins while 61 per cent believe the food group is high in much-needed calcium.
It comes after data from Public Health England showed that 22 per cent of girls aged 11-18 are not consuming enough calcium to meet minimum dietary requirements.