A new study has revealed that half of Britons feel embarrassed about the sounds they make in the bedroom, with 25% restraining themselves from fully letting go during intimate moments. The research, conducted by Lovehoney among 2,000 adults, found that 55% have suppressed noises during sex because they were concerned about being overheard.
Generational Differences in Self-Consciousness
Gen Z appears to be the most self-conscious generation, with 67% admitting they've held back their expressiveness due to privacy worries, compared to 47% of over-55s. The study highlights a widespread issue that affects sexual satisfaction and confidence.
Lovehoney's Strawberries & Scream Campaign
Lovehoney, which commissioned the study, is taking the message that there should be no embarrassment in making noise to Wimbledon with a 'Strawberries & Scream' bike touring SW19. The bike features a 69-second track of grunts from tennis stars including Andy Murray, Serena Williams, and Novak Djokovic, as well as the loudest grunt in Wimbledon history from Aryna Sabalenka, who reached 113 decibels in 2025.
Jo Connarty from Lovehoney said: "Every summer we hear conversations about the sounds coming from Centre Court but very few people talk openly about the noises they make in the bedroom. Strawberries & Scream was created to challenge that awkwardness in a fun and light-hearted way. The soundtrack isn't about telling people how they should sound, it's about helping people feel more comfortable expressing pleasure naturally and confidently."
Scientific Benefits of Vocalization
According to experts, authentic moans serve an important role on and off the court. An international sports study by the University of Madrid and the University of Extremadura in Spain last year demonstrated that being vocal improves ball velocity by almost 5%, with elite coaches encouraging their inclusion in matches for that reason.
In parallel, sex experts say making noise at the point of climax activates the same nerve vibrations in the body, which can expand the impact of pleasure. Indeed, 71% of respondents said they enjoy sex more when they and their partner are both making noise, while 63% say they personally enjoy it more when they are vocal.
Expert Insights on Noise and Pleasure
Annabelle Knight, sex and relationship expert at Lovehoney, said: "What’s interesting about tennis and sex noises is that they don’t just sound alike, they can unlock positive effects in the body in similar ways too. Vocalisation in tennis increases the force of muscle contractions, meaning more powerful play. At the same time, making noise in intimate moments activates the vagus nerve, which improves blood flow and sensitivity... both of those things support orgasm, which is essentially a series of muscle contractions. Noise, if it’s genuinely being made through pleasure and not being faked, can help to improve the force of these contractions."
Knight added: "Of course, everyone experiences pleasure differently. Some people are naturally vocal and others aren't. The important thing is that any sounds are authentic rather than something people feel pressured to do."
