Brits’ biggest bedroom ICKS revealed, just in time for Valentine’s Day

Bad breath & dirty sheets? The top turn-offs ruining Valentine’s Day as 1 in 5 Brits are unhappy in bed.

New research has revealed significant intimacy and communication challenges affecting relationships across the UK. According to the study, nearly 1 in 5 people in the UK (18%) are unsatisfied with their sex lives, and around 1 in 7 (14%) do not feel comfortable communicating their sexual needs and desires to their partner.

As a result, Superdrug Online Doctor, who conducted the study, created an ‘Intimacy Ally’ tool, an interactive companion designed to help couples and singles address intimacy issues and enhance emotional and physical satisfaction in their relationships.

The survey revealed that 18% of the UK are unsatisfied with their sex lives, with men (23%) reporting higher dissatisfaction compared to women (14%). Meanwhile, 27% of those asked rate their partner’s sexual performance as very poor, poor, or average, and 32% say their sexual needs are often unmet. Despite this disappointment in the bedroom, more than 1 in 5 (23%) never give feedback about their sexual experiences, leading to a cycle of unmet needs and unaddressed issues.

Bad breath revealed as the nation’s biggest turn off

Personal hygiene ranks as the top turn off for Brits with bad breath (29%) , body odor (27%) and dirty bed sheets (18%) all ranking in the top five. Men are much more turned off by a lack of enthusiasm (24%) and faking pleasure (19%) whilst women do not want you to last too long  (15%) and aren’t as keen on dirty talk either (11%).

When asked about which new sexual experiences they’d like to explore with their current or future partners, trying new positions emerged as the top choice for both men and women (21%). This was followed by incorporating sex toys (14%) and engaging in mutual masturbation or solo play in front of each other (13%).

Further research revealed that Brits are most likely to get lucky on Saturdays, with 50% of respondents reporting their peak sexual experiences on this day, followed by Friday (38%) and Sunday (19%). Men are more sexually active during the week than women with 22% opting for a midweek hook up. And it comes as no surprise that nearly 1 in 10 Gen Z are getting intimate on ‘Thirsty Thursdays’.

To address intimacy concerns, Superdrug Online Doctor collaborated with relationship and sex experts to create the ‘Intimacy Ally’—an interactive tool designed to foster open conversations and deeper emotional connections. It offers personalised questions, scores, and actionable feedback to help individuals and couples overcome barriers and enhance intimacy. The tool promotes honest communication and provides practical tips, such as reconnecting emotionally, planning meaningful experiences, and exploring new ways to express needs and desires.