The study showed that more than half of British men started a diet or fitness regime in January 2008. The reasons behind the male health kicks varied, from wanting to look good on the beach to longer term goals of general health and fitness.

In addition to an altered lifestyle, the study found that men have started to indulge in grooming rituals previously associated with women. Just under a quarter of British men confessed to regularly applying anti-wrinkle cream or moisturiser as part of their new routines.

However, despite these efforts, one in ten men admitted staying off the beers was hard, even though it could save them an average of £1,114 each year in both alcohol and post-drink snacks. It seems that post pub eating is the biggest culprit for making men pile on the pounds, as one in five admitted to regularly snacking on fried foods.

Shaun Matisonn, chief executive at PruHealth, said: “It’s encouraging to see a rise in the amount of men committing to getting fit and healthy. Obesity is on the rise among adults and children, so it’s becoming increasingly important to make the effort to stay in shape and Men’s Health Week is a great way to highlight this.”

“There may be temptations along the way, but there are easy ways to incorporate a little more exercise into your daily routine, such as getting off the tube or bus a stop earlier and walking, or cutting down on unhealthy snacks, which can also help save a bit of money.”

In addition to the obvious health benefits, a regular health and fitness routine can bring down the cost of health insurance. Prudential health insurance offers cash rewards for a healthy lifestyle through its Vitality scheme.

© Fair Investment Company Ltd