When men buy into food trends, they bring much-needed attention and success to what they’re consuming. Some sommeliers rolled their eyes after Sideways made male wine drinkers everywhere drop their Merlots for Pinot Noirs, but nobody was accusing Pinot Noir of overstaying its welcome.

And when men get into women’s trends, they elevate and legitimize them—or even create an entirely new market. Male rosé drinkers have transformed it from a wine “seen by serious wine drinkers as cloying, mass-produced swill, an object of revulsion and gendered disdain,” as GQ wrote, into something men are happy to be seen drinking.

Yogurt, a neutral food if ever there were one, went from being feminized to being marketed as protein-rich workout fuel for men. And of course men don’t diet—they “biohack”.