It's not that we want to give up when things start to get difficult, it's just that in general nowadays, there is plenty of choice, and we tend to look for something that is easier. With the boosts that have been made in recent years in both the fitness and nutrition markets, the choice of diet plan or fitness programme have increased dramatically.
Sometimes, a diet is just too difficult to maintain over a period of time, and because of this, people on this particular plan just stop following it. When you have a choice of diet plan to follow, and these plans are genuine weight loss opportunities, then in general you should choose the diet that will be easier to follow. You will have to be on the diet long enough to see the desired results, so you have to choose a diet plan you can maintain.
Also, you should not feel as if you are on a diet. That in itself can often mean you are working too hard to reach your goal. The word diet can itself strike fear into many people, simply because of the times in the past they have tried to lose some weight on many different diets, and they have not been able to achieve it. Try to think more of making small changes to your lifestyle rather than thinking you are on a diet.
Many people see dieting as something that is unpleasant and hard to maintain. A simple change to your mindset can alter that outlook. Try to think of it as improving your fitness and nutrition, and you will soon find this attitude far easier to keep up than simply "dieting".
Focus on small changes to your lifestyle rather than a reduction on the food you are eating, and you won't feel like you are giving something up to achieve your goal. You never know, you might even enjoy it.