A new survey of body conscious blokes suggests they're too embarrassed to tell their nearest and dearest about their weight loss regimes.
Despite 90% of men wanting to shift the beer belly, only one third are willing to open up to their families about it.
The survey conducted by home delivery diet brand Diet Chef showed that 32% of men have been on a 'secret diet' that consists of cutting calories outside of the home and hitting the gym.
When questioned, 14% of men said they see diets as something only women do, while 29% believe an open approach to dieting would make them seem vain.
Perhaps more worryingly, 18% of men said their families would try and tempt them with high-fat treats if they ever revealed their weight loss goals.
Much like women, the biggest reason why men diet is to boost their self confidence and improve their health.
Despite these good intentions, the majority of the chaps surveyed said they just can't resist biscuits dunked in tea, beer, full English breakfasts and takeaways
What do you think? Has your partner been on a sneaky diet?
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