Metrosexual Britain

Celebrities such as David Beckham, Christiano Ronaldo and Brad Pitt are helping to make the nation more metrosexual as British men splash the cash on accessories to try and keep up with their idols.

This is according to a report from home insurance company MORE TH>N which reveals that the age of the manbag has well and truly arrived in the UK. In fact, 18.4 million (eight in ten) adult males now admit to sporting one, with manbags fast becoming as ubiquitous as the female handbag.

The report also gives a surprising insight into the contents of an average manbag. As well as the obligatory wallet, mobile phone and MP3 player, one in five (4.5 million) British males admit to carrying grooming products such as moisturiser, hair wax or even so-called ‘guy-liner' showing Brits aren't ashamed of following Liam Gallagher's lead and pampering themselves.

The findings also show how the UK's increased metrosexuality isn't just a London-based phenomenon - Liverpool, Leicester and Norwich are the UK's manbag hotspots. Surprisingly, despite their rugged image, Scots from Edinburgh are the most likely to carry grooming products with them.

To reflect their growing self-confidence, metrosexual British males are investing in ever more stylish manbags. Gone are the days of the battered sports bag, today's Brits are now more likely to make a fashion statement with their satchel - the average male will spend £92.00 on a designer bag with men in Brighton spending the most - £138.79. The average bloke carries, including bag and contents, £652.43 around with them at all times.

The report also reveals that fashion-conscious Brits need to be increasingly on their guard when out and about, as higher bag values (amongst both men and women) are proving an increasingly tempting target for thieves. One in ten Brits say they've suffered a bag theft, with the UK carrying a total of £25.2 billion in belongings around with them (in handbags and manbags) on a daily basis. Worryingly, four in five of us (77%) report we aren't adequately insured on leaving the house.

Pete Markey from MORE TH>N says,

"It's clear that so-called metrosexuality is no longer just a London trend, and is now a truly nation-wide phenomenon. Male celebrities have increasingly been photographed carrying manbags, reducing the stigma for the rest of us. But we can't afford to be complacent against the threat of bag snatchers, as this research proves we've got a lot to lose.

"British men around the country are starting to take their appearance and accessories as seriously as their female counterparts do. We could be entering the age of Barry, rather than Carrie, Bradshaw!"

The research was conducted as part of the development of MORE TH>N's enhanced contents insurance offering. In a response to customer's need for better cover when away from the home, MORE TH>N's new Contents Outside the Home option covers up to £75,000 of belongings, (including handbags and manbags) when out and about.

For more information or a quote, visit morethan.com