Yearly statistics from the British Association of Aesthetic Plastic Surgeons (BAAPS) reveal its members carried out 581 male breast reductions last year, up from 323 in 2008. But what is fuelling this rise?

Men have areas of stubborn fat storage – just as women do. Often men find that no amount of exercise or careful eating can get rid of enlarged breasts and it is estimated that up to 30pc of males suffer from deposits of excess fat in the chest area, leading to rounded, slightly protruding breast tissue (the medical term is gynaecomastia).

The development of man-breasts is linked to genetics, some drugs, hormones and cannabis use. Alcohol can be a major factor — beer contains xeno-estrogens, which mimic the female hormone oestrogen.