Via The Guardian:
Consumer research from Mintel found that 42% of younger men (16-24) now remove their underarm hair (a rise of 26% from 2016), while 46% of all men remove body hair (up from 36% in 2016). Which means that young men are removing body hair almost as frequently as young women (29% of men v 34% of women). The rise is thought to be fuelled by shows such as Love Island , as well as pop stars, sportsmen and social media.