For our in-depth analysis of the cougar phenomenon, read on...There’s been an enormous amount of media coverage centred on older women dating younger men over the last decade.Whilst still packed with hidden meaning, ‘sugar daddy’ isn’t nearly as derogatory as its big-cat counterpart.

You don’t need to be too imaginative to picture what the benefits of an older woman/younger man relationship might be.

If you’re struggling for ideas, there’s a slew of blogs and websites that testify to the plus sides for both women and men.

However, what’s actually going on underneath the pop-style commentary and tabloid tales of ‘cougars’ and their ‘cubs’?

In search of clarity, we set out on a mission to look beyond the loaded monikers and dubious hype surrounding older woman/younger man relationships.

The now well-known term wasn’t a reference to the Chinese calendar; rather, it was a bordering-on-crass idiom coined to define 40-plus women with a predilection for younger gentlemen.

Although the US-based magazine reasoned that the cougar-craze was a fad destined for cultural oblivion, the article offered up an intriguing explanation for the newfound popularity of older woman/younger man relationships.This means that she’s on the same wavelength as her younger companion, who’s probably not entertaining the thought of starting a family.” READ MORE: Love & Libido: How Matching Your Sex Drive Can Save Your Relationship Understandably, this can be a breath of fresh air: “It enables older women to regain a bit of youthfulness with their partner,” Marine adds.Energetic romping aside, a young admirer is a welcome alternative to the more vintage male, especially in the spontaneity department.Meting out the negatives, Ganahl also urges caution.“Different expectations of relationships can lead to heartache,” she says, “especially if the woman is expecting a traditional commitment when the man aspires to be a player.” Those guys who aren’t in it for the kudos will quickly find out that dating an older woman isn’t a one-sided affair in the slightest.According to the piece, the main driving force that brought cougars in from the wilderness was Hollywood. READ MORE: The Ultimate Guide to Dating a Single Parent Off screen, the frenzy that surrounded Demi Moore’s marriage to Ashton Kutcher, not forgetting the widely reported liaisons of stars such as Madonna, Mariah Carey and Sandra Bullock, allegedly serve as further evidence.