MIDDLE-AGED Australian men are trying to “fight the ageing process” by turning to exercise, vitamins and complementary medicines to preserve their self-esteem, looks and sex appeal.

These are key findings of “The HIS Report”, which is based on a nationwide survey of more than 1,500 men aged 40-69 years conducted by Galaxy Research for Lilly Australia, and explores the attitudes of mid-life males to health, identity and sex.

Of those surveyed, 76 per cent had undertaken some form of health and wellbeing-related activity in the past 12 months, around 55 per cent had taken vitamins or complementary medicines while one in three had followed an exercise regime or purchased men’s skincare products.

While an overwhelming majority said they had acted out of concern for their health (87 per cent), others were motivated by concerns over self-esteem (29 per cent), a desire to preserve their youth (28 per cent) and sex appeal (11 per cent).

Social researcher Jeff Gilling says the results show a “desire to look good.”

“We have also seen a surge in participation by older Australians in cycling, swimming, marathon running and triathlons, and vanity is a motivating factor,” he said.

“The Baby Boomers are the first generation in history that decided to take 100 years to turn 50. They are fighting the ageing process every pedal, every stroke and every step of the way.”