NEWS COPY
Move over Alpha Male and make way for your modern brother ... ALFALFA Man.
A new breed of super-fit man - who is better aware of his diet, knows which fats to avoid and is happy to pay extra for organic produce - emerged from a survey 1,000 UK males aged 18-45.
He eats at least one superfood every day, has completely deleted sugar from his diet -- and has a morbid fear of developing a beer belly.
The poll, by PhD Nutrition to mark the launch of their new Protein Superfood range, shows that four in ten men now regularly consume one superfood daily, while a third often purchase organic items.
PhD Protein Superfood Nutritionist and boxing trainer Greg White said: “The results show that the modern man’s lifestyle is changing and the demand for clean living is only growing.
Men are exploring different options and ways of taking care of themselves that weren't open to them before – treating their body like an athlete is a big part of that.”
The study shows eight in 10 British men are fully conscious of the nutritional value of the meals they are eating, and actively avoid bad foods which contain lots of saturated fats, salt and sugar.
And 82 per cent of those polled say as well as wanting to be fit, aspiring toward a ‘good’ physique is generally important to them, and as such they try not to eat takeaways, processed meats and microwave meals.
More than half of men say they now place more emphasis on their health and happiness than they have done in the past, and 48 per cent agree public attitudes are changing when it comes to men looking after their diet and bodies.
Indeed, seven in 10 men reckon it now okay for men to take pride in their approach to health and wellbeing.
And when it comes to achieving the ideal physique, David Beckham is the celebrity most likely to inspire British men, followed by actor Hugh Jackman and footballing legend Christiano Ronaldo.
Researchers found the average bloke now exercises for around four hours a week, and 26 per cent have a daily skincare routine.
In addition, 47 per cent of men claim to have reduced the amount of alcohol they consume over the last six months, with the average man drinking just 10 alcoholic beverages a month.
A healthy diet and a good exercise plan aren’t the only things British men are experimenting with these days, as 22 per cent are now partial to a bit of green tea and 28 per cent have tried adding vitamins and supplements to their food plan.
One in five men have tried yoga or Pilates, 33 per cent have joined a gym and 12 per cent have even attempted meditation.
Taking up fitness classes, cutting out sugar, quitting smoking and increasing protein intake are all things men are trying in order to maintain a healthier lifestyle.
Greg White added: “One question my clients ask me time and time again is how they can be sure that they are getting enough protein in their diet.
“The answer is simple – follow an eating plan rooted in clean, natural nutrition.
“Whether this is solely a plant-based diet or combination with meat, there are a number of natural ways they can get enough protein that will help them take their training regime to the next level.”
Launching Thursday 28 January, New PhD Protein Superfood is designed to support those men who are conscious about what they consume within a clean living lifestyle. This naturally sourced, plant based superfood and protein blend is gluten free, dairy free and suitable for vegans. Formulated with protein from pea, hemp and brown rice, this cutting edge-protein blend is the perfect supplementation to assist with the growth and maintenance of muscle mass for those who seek great nutrition from natural ingredients.
For more information, visit www.phd-supplements.com.
TOP 10 WAYS THE ALFALFA MALE STAYS SUPER-FIT
1. Joins the gym
2. Takes vitamins and supplements
3. Dieting
4. Drinks green tea
5. Takes up yoga or Pilates
6. Increases protein intake
7. Stops eating sugar
8. Attends fitness classes
9. Meditation
10. Quits smoking
ENDS
