A new UK sex survey has found that half of Brits feel self-conscious about the noises they make in the bedroom, with many holding back from fully expressing themselves. The poll of 2,000 adults, commissioned by Lovehoney, revealed that a quarter of respondents suppress their vocalizations during intimate moments.
Prevalence of Stifled Sounds
More than half (55%) admitted they have stifled sounds during sex at some point because they were worried about being overheard, indicating that bedroom self-consciousness remains widespread. Gen Z appears to be driving much of this tension, with 67% saying they have suppressed their expressiveness due to privacy concerns, compared with 47% of those aged over 55.
Lovehoney's 'Strawberries & Scream' Campaign
Lovehoney, the adult retailer that commissioned the research, is taking its message of embracing noise to Wimbledon with a 'Strawberries & Scream' bike set to appear around SW19. The bike plays a 69-second track featuring grunts from tennis stars such as Andy Murray, Serena Williams, and Novak Djokovic, as well as what Lovehoney claims was the loudest grunt in Wimbledon history—from Belarusian star Aryna Sabalenka, who reportedly reached 113 decibels in 2025.
Jo Connarty from Lovehoney, which has launched a new strawberry-inspired toy, 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. If some of the world's best athletes aren't afraid to vocalise when they're performing at the top of their game, perhaps the rest of us shouldn't be quite so embarrassed either."
Scientific Benefits of Vocalization
According to experts, authentic moans serve an important role both 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 Vocalization
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. 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."
