It's not just the women who worry about body image and are reluctant to bare it all, for men too feel uncool about stripping off, according to researchers.
The survey by Tescodiets.com revealed that almost 50 percent men worry about baring their stomachs on the beach.
In fact, one in three men have considered avoiding a beach holiday altogether because of how they look in their swimming trunks.
Seven in 10 men surveyed were worried about baring their bodies, 47 percent were most cautious about revealing their stomachs.
More than 2,000 men were questioned for the survey, out of which, almost 75 percent thought that British men get just as nervous as women, when it comes to slipping on the swimwear.
The boys resort to many tactics to cover up in the heat-nearly a quarter wear shorts or a T-shirt even in the sea, 40 percent diet and around one third strip off only when in the water.
Over three-quarters of men were jealous of toned, athletic men they spotted on the beach.
One third of men said that they were most worried about how they looked to the opposite sex, as compared to just 13 percent who worried about what other men would think.
"Every summer we hear plenty about women dreading having to wear a swimsuit but men clearly have many of the same issues," Sky News quoted Catherine Ambrozewicz, head of Tescodiets.com, as saying.