The study said British men even let the ladies dictate the style they wear.
"We've noticed a 30 per cent rise in sales of men's pants over the last year and our stores tell us that it's ladies looking to revamp their partners' underwear drawers," said a spokesman for Sainsbury's who commissioned the study.
"Presentable pants are now a deal-breaker in a relationship and as such British women are on a mission. They head out underwear shopping for their men an average five times a year and buy three pairs each time
