Painstakingly pumped and carefully chiselled – this is the body ideal of the ‘spornosexual’. UK sales of protein products increased from £73m in 2007 to £170m in 2012, and steroid users rose 645% from 2010-2013. But what’s fuelling the quest for more muscle amongst ordinary men?

Dr Mark McCormack undertook ethnographies of three groups of male sixth form students in the south of England, developing a picture of the role that masculinity and sexuality play in their day-to-day existence.

It’s widely believed that women dominate household purchasing decisions – but while this was certainly once true, has it changed over time? In light of new statistics, more and more companies are gearing their offerings and marketing towards men. But are they reaching them?

Global sales of menswear grew to $440 billion in 2014, and with their high disposable incomes, aspirational young males are prompting luxury fashion and lifestyle brands to expand their offerings. Move over Yuppies, Yummies and Henrys are the new kids on the block – and they’re ready to spend.