Breast reduction surgery soars (for him as well as her)

A surge in demand for male breast reduction operations is a result of men becoming more image-conscious, according to experts.

BMI Healthcare, the largest private hospital group in Britain, says the number resorting to liposuction to reduce the size of their 'man boobs' has soared this year.

In the past six months it operated on 64 men - a rise of 256 per cent. There has also been a large rise - 43 per cent - in female breast reduction surgery. In the first half of the year, 279 operations were performed.

Earlier this year, the British Association of Aesthetic Plastic Surgeons announced that a record 177 men have had liposuction in the past year to reduce the size of their breasts - eight times the figure of three years ago.

Adrian Richards, a plastic and cosmetic surgeon in Harley Street, said men were under pressure to achieve the perfect toned physique.

He said: "Men are much more body conscious than they used to be and plastic surgery is more acceptable than before.

"It's not just the rich and famous any more --it's within the reach of normal people."

Sharon Goring, national project manager for BMI Healthcare, said: "People are becoming increasingly educated about cosmetic surgery.

"The UK has witnessed a dramatic increase in certain procedures but this is the first time we have seen such a change in breast reduction.

"It is important that surgery isn't considered a quick and easy solution."