Researchers found that the images of physical perfection seen in adverts and fashion magazines caused as much awe among men as it did among women.
A survey carried out by the scales manufacturer Tanita, found that half of the 3,000 British men surveyed described themselves as fat and that one out of ten said he would consider having cosmetic surgery to remove his love-handles.
72 per cent said the gym-honed slender bodies on show in the media did not make them feel good but rather insecure about their own less-than-perfect physiques.
"For a while now women have been under the impression that the 'perfect' look involves having a figure like a stick insect," the Daily Mail quoted President of the Association of Fitness Instructors, Brenda Mortimore, as saying.
"It seems that notion is now spreading to men too. I would suggest lots of guys aren't happy with how they look - when in fact they probably look fine.
"There is too much pressure on men to look perfect now."
The survey also revealed that many men have come up with an easy solution to their body image worries - lying. One in five admitted fibbing about weight or waist size.