British men more conscious of ‘moobs’

The number of male breast reductions performed in the UK is on the rise, as British men turn to cosmetic surgery to correct oversized breasts, figures show.

With A-list celebrities and politicians, such as Simon Cowell and David Cameron, being criticized for having ‘man boobs’ or ‘moobs’, men are becoming increasingly aware of their bodies, targeting unwanted fat deposits on top of their pectoral muscles as a problem area.

Commenting on the condition, also known as gynaecomastia, surgeon Dalia Nield told the BBC: "Many of those young men if they don’t have a very marked gynaecomastia they don’t necessarily seek help. But I see many of these pubertal cases later in life when they put on weight and it becomes more obvious."

According to the British Association of Aesthetic Plastic Surgeons, more than 300 male breast reduction procedures were carried out last year – marking a rise of 44 per cent compared to the previous year.