It's a confusing time to be a man: New standards of beauty are emerging and the advertising industry is constantly showing the athletic 'ideal' body.
All this means that men are turning from beauty and good looks to health.
According to Victoria Buchanan, visual trend researcher and beauty expert at The Future Laboratory, this new standard of beauty shuns perfection and is instead rooted in health.
"Men are now more body-conscious than ever," she told CNBC via email. "They are increasingly pursuing a toned and muscular physique, in the mode of actors such as Daniel Craig or Ryan Gosling.
"A survey by the Centre for Appearance Research found that 78 percent of British men wish they were more muscular, and one in three would give up a year of their life if they could achieve their ideal body weight and shape."