Nearly half of men are worried about baring their stomachs on the beach, researchers say.
And one in three has 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 body, with 47% most concerned about revealing their stomachs.
Three-quarters of those questioned thought British men get just as nervous as women do when it comes to slipping on the swimwear.
THE COTTON IS HIGH
The men deploy a number of tactics to cover up in the heat, with nearly a quarter wearing shorts or a T-shirt even in the sea, 40% dieting and around a third stripping off only when in the water.
TRY A TRAINER
And more than three-quarters of men were jealous of toned, athletic men they spotted on the beach.
A third said they were most worried about how they look to the opposite sex, compared with just 13% who worried about what other men would think.
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