01 February 2010Male chest reduction has been identified as the fastest growing cosmetic surgery procedure, as more men are seeking treatment to rid them of unsightly 'man boobs.'An audit by the British Association of Aesthetic Plastic Surgeons (BAAPS) revealed that 581 men underwent chest reduction surgery in 2009, a rise of 80 per cent compared to the previous year. As plastic surgery procedures are becoming more widely accepted, more men are seeking a surgical solution to this often embarrassing condition, which can be caused by a number of factors - hormonal changes and obesity included.Cosmetic surgery for men was also found to be increasing at a rate of 20 per cent, compared to women's cosmetic surgery which rose by five per cent in the same period. BAAPS represents about one third of cosmetic surgeons working in Britain, and last year the number of procedures carried out by BAAPS accredited surgeons increased by 6.7 per cent to reach more than 36,400. BAAPS Secretary and consultant plastic surgeon, Rajiv Grover, explained: "This year we have recorded a dramatic rise in a number of male surgical procedures, probably due to heightened media attention, which has allowed men to realise the positive outcomes that can be achieved. "The continued popularity of brow lifts and eyelid surgery may mean that patients still keen to have rejuvenating treatments despite the recession, are choosing more cost-effective measures such as targeting one particular feature, rather than having a whole facelift."