It’s 2024 but it seems many of us are still feeling embarrassed about buying products for certain health issues.
While we’ve been making strides in breaking down stigmas surrounding sexual health and menstruation, there remains a discomfort around buying certain essential items, with 70% of Brits claiming to have been left red-faced at the check out of a shop.
Condoms rank number one as the most embarrassing purchase, which is somewhat predictable given that condom use in the UK has hit an all time low.
Vibrators (15%), tampons (14%), pregnancy tests (12%) and erectile dysfunction treatments (10%) also rank highly on the so-called cringe list.
Over half of those polled (51%) confess to going red when they have to ask a chemist or pharmacist for an intimate healthcare product.
Four in ten have actually left a pharmacy empty handed because they didn’t want to ask someone where an item was.
While 38% prefer buying products online, a fifth (21%) would rather deal with their ailment than have to face a shop assistant.
Almost a quarter (23%) have felt so awkward about buying certain products they have asked their partner to buy it for them, while 13% have asked a friend.
A fifth (20 percent) have gone a step further and disguised themselves with sunglasses (39 percent) and baseball caps (30 percent). One in ten (12 percent) have even donned a fake beard or wig.
Women admit to feeling more on edge and blush more than men (67 percent compared to 48 percent), while 18 to 29 years olds are most likely to go red-faced (67 percent).
The survey was commissioned by Just Eat to announce its retail partnership with Boots, which is designed to help Brits overcome their insecurities by delivering over 1000 products straight to their door.
While this is no doubt a necessary service for embarrassed Brits, isn’t it time we all got over the health shame?
Despite our progress in de-stigmatising discussions surrounding health, it seems embarrassment over purchasing essential healthcare products still persists among many individuals in the UK.
“Health awareness and promotion has come along way but as both an NHS and private GP, specialising in women’s and sexual health, I still encounter a lot of taboo, stigma and shame around people talking about and buying certain products,” explains Dr Aarthi Sinha, a GP specialising in women’s and sexual health.
Dr Sinha says items such as tampons, condoms, thrush treatments and haemorrhoid creams are vital for our personal health, but their association with shame still seems to overshadow their necessity.
“People still find talking about these topics embarrassing, even though we all suffer from them,” she adds.
Dr Veronika Matutyte believes the discomfort people feel often arises from societal taboos that equate these products with personal inadequacy or a failure to conform to an idealised standard of health and hygiene.
“The core issue lies in the narratives we construct around health and sexuality,” she explains. “For instance, the topic of sexual health remains a minefield for many, where purchasing condoms is perceived not merely as a health decision but as a reflection of one’s personal life choices.
“Such societal judgement creates a significant barrier to open conversations, perpetuating a cycle of embarrassment.”
So how do we tackle the taboo?
Matutyte says it is essential to recognise that addressing these issues directly can significantly alter perceptions.
“By fostering open dialogue in schools and communities about sexual health, we can empower individuals to view these products as natural extensions of responsible health practices,” she explains.
“To effectively reduce the stigma associated with these purchases, we must advocate for comprehensive health education that includes discussions about menstruation, sexual health and common ailments.
“Retailers can also contribute by creating more welcoming and discreet environments for purchasing these items, which can alleviate anxiety,” she continues.
“Furthermore, public health campaigns that normalise these conversations, perhaps featuring real stories from individuals who have successfully navigated these challenges, can be instrumental. Ultimately, shifting the narrative from shame to empowerment will enable individuals to prioritise their health without fear or embarrassment.”
Healthcare professionals could have a role to play too.
“I find that proactively asking my patients about sensitive topics, even sharing where appropriate some of my own experiences, helps to de-stigmatise these topics,” Dr Sinha explains.
“Once people realise that we all suffer from these so called/embarrassing conditions, they feel more at ease to talk about their personal problems which only helps me to treat them more effectively and compassionately.”
The Top 20 most embarrassing purchases, according to British shoppers
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Condoms – 45%
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Lubricant – 28%
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Thrush cream – 20%
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Haemorrhoid cream – 19%
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Vibrator – 15%
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Tampons – 14%
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Pregnancy test – 12%
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Sanitary towels – 10%
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Erectile dysfunction treatments – 10%
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Intimate wipes – 7%
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Vaginal moistening cream/gel – 7%
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Incontinence pads – 6%
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Cystitis/UTI relief sachets – 6%
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Dandruff products – 5%
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Vaginal cleaning soap – 5%
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Acne products – 5%
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Nipple cream – 4%
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Athletes foot powder – 3%
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Hair dye – 3%
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Face waxing strips – 2%
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