Nearly two thirds of men are overweight or obese

A survey of 25,000 adults found 24.8% of men are trying to lose weight compared to 42.8% of women.

The research by market analysts Mintel showed the number of dieting men had increased by 8% since 1980 - the same rise as seen in women.

Nearly two thirds of men and almost 60% of women are either obese or overweight, according to the poll.

The study also revealed more people are taking regular exercise - up from 42.3% in 1980 to 48.5% in 2004.

There is also a growing recognition among Britons that they need to look after themselves.

Products

Half of those questioned in 1980 agreed they should do a lot more about their health - this rose to 54.8% in 2004.

The report suggested there was a market for firms to target men with weight loss products and information as they were more likely to be overweight.

It said: "A truly frightening explosion in consumers being overweight has occurred during the past five to ten years.

It used to be desirable for men to have a paunch Peter Baker, of the Men's Health Forum Q&A: Obesity

"It is this trend which is underpinning demand for slimming foods, particularly among those who are clinically obese, for whom conventional methods of cutting back a little on certain foods is no longer sufficient."

Peter Baker, director of the Men's Health Forum, said on the whole it was "positive" news that men were dieting more.

Obesity

"One of the problems men face is that they do not have access to books and good information in the same way women do.

"They have been largely ignored by the industry."

He said the reason for the rise in male dieters was a combination of a reaction to growing levels of obesity and changing perceptions of men.

"Large numbers of men are overweight so this is to some extent a reaction to that.

"But in recent years we have seen a change in what men should, supposedly, look like.

"It used to be desirable for men to have a paunch but now the images we see in magazines are of a slim and muscular body. That is a good thing and a bad thing."