Men are significantly less likely to engage in structured weight loss programmes because they perceive them as "feminine spaces," according to new research that sheds light on a persistent gender gap in dieting. The study, conducted by a team of European and North American researchers, found that this perception, combined with a lack of tailored support, makes it harder for men to shed excess weight.
The stigma of dieting
The research, which surveyed over 1,000 adults across the UK, France, and Germany, revealed that nearly 60% of male respondents associated commercial diet plans, weight loss groups, and even the term "diet" itself with femininity. This association, the authors argue, is a significant psychological barrier that prevents many men from seeking help.
"Men are not less motivated to lose weight than women, but they are less likely to use the tools available," said Dr. Elena Rossi, a behavioural psychologist at the University of Milan and lead author of the study. "The language and imagery of dieting are heavily gendered, and that alienates a large segment of the population who could benefit from these interventions."
The study, published in the Journal of Men's Health, also found that men who did join commercial weight loss programmes often felt out of place. One participant from Lyon described feeling "like a guest at a hen party," while another from Berlin noted that the group sessions were "dominated by women's issues."
The role of partners
However, the research also identified a powerful countermeasure: the support of a spouse or partner. Men whose partners actively encouraged their weight loss efforts, whether by cooking healthier meals, joining them in exercise, or simply providing emotional support, were twice as likely to stick with a diet plan and achieve meaningful weight loss.
"When a partner is involved, the diet becomes a shared project rather than a solitary, gendered activity," explained Dr. Rossi. "This not only improves adherence but also reduces the stigma men feel." The effect was particularly strong among older men, who were more likely to view dieting as feminine but also more responsive to spousal encouragement.
The findings align with broader trends in European health policy, where countries like Finland have experimented with male-friendly health campaigns that emphasize strength and performance rather than weight loss. The researchers suggest that public health bodies across the EU could adopt similar strategies, such as rebranding programmes as "fitness coaching" or "performance optimisation," to attract men.
Implications for public health
Obesity remains a pressing issue across Europe, with the World Health Organization reporting that over half of European men are overweight or obese. Yet, men are significantly underrepresented in weight management services, a gap that the study's authors say is costing lives.
"We need to rethink how we present healthy eating and weight loss to men," said Dr. Rossi. "This isn't about changing men's behaviour alone; it's about changing the environment and the message." The study recommends that health practitioners actively involve partners in treatment plans and that marketing for weight loss services feature more diverse male role models.
The research also touches on the genetic and psychological underpinnings of eating behaviours, suggesting that men may respond differently to dietary interventions at a biological level. While the study does not claim to have a universal solution, it offers a clear, actionable insight: for many men, the path to a healthier weight runs through the kitchen and the living room, not just the gym.
As Europe grapples with rising obesity rates and the associated healthcare costs, this study provides a timely reminder that effective public health strategies must account for cultural and gender norms. The next step, the authors argue, is to test partner-inclusive programmes in real-world settings across the continent.
