ONE in five Brits admit Valentine’s Day is always an anti-climax, according to research.
A survey of 2,000 adults found while 21 per cent believe Valentine’s Day should be the most pleasurable day of the year, 42 per cent expect to miss out entirely.
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Over 40 per cent expect Valentine’s Day to be an anti-climaxCredit: Oliver Dixon
Mark Wright partners with Gü Desserts to launch Saucy Stories, a multi-sensory audio seriesCredit: Oliver Dixon
Nearly a third (64 per cent) reckon Valentine’s Day celebrations fail to deliver because they feel forced.
As a result, 24 per cent plan to dial up indulgence more than ever this Valentine’s Day by treating themselves.
And this trend is being driven by the younger generations, with 43 per cent of Gen Z and 40 per cent of Millennials planning to do so.
The research, commissioned by Gü Desserts, went on to reveal that outside of Valentine’s Day many Brits also aren’t prioritising pleasure in everyday life.
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Nearly half say they are stuck in the same routine and cycle (48 per cent), 43 per cent aren’t making enough time for themselves and 39 per cent blame fast-paced, busy lifestyles.
However, many are most commonly getting these small uplifting moments from enjoying delicious food (46 per cent), and sitting on the sofa at the end of the day (33 per cent) and even sex and intimacy (30 per cent).
The UK is also increasingly turning to sound to regulate their moods and escape the mundane.
More than one in seven (16 per cent) are turning to auditory escapism to intensify their daily lives, including Romantasy (42 per cent) and audio erotica (32 per cent).
The findings mark the launch of Gü’s ‘Saucy Stories’ campaign with Mark Wright and food psychologist Professor Charles Spence.
The immersive audio recordings are designed to create a sensory experience using deep, husky tones can intensify flavour and richness.
Charles Spence said: “Flavour is more than just a matter of what tickles our tastebuds; it is a multi-sensory symphony.
“The science of sound proves that certain audible frequencies can alter our perception of food.
Nearly a third reckon Valentine’s Day celebrations fail to deliver because they feel forcedCredit: Oliver Dixon
The UK is increasingly turning to sound to escape the mundaneCredit: Oliver Dixon
“Deep, ‘husky’ tones, like the ones used in the Saucy Stories, have been shown to intensify the richness of chocolate and the creaminess of textures.
“By matching the right sounds with the right flavours, we’re essentially ‘hacking’ the senses to make every bite feel more intense and every flavour deeper and more enjoyable.”
Almost half of Brits (49 per cent) found that multi-sensory satisfaction can enhance their pleasure, yet 27 per cent feel they are missing out on this satisfaction their lives crave.
What’s more, the nation is stuck in a cycle of distracted consumption as 67 per cent regularly eat in front of the TV, averaging five days a week.
While 34 per cent admitted to scrolling on social media while snacking.
Mark Wright, who also appeared in a saucy video to promote the decadent desserts, said: “We’re all guilty of distracted eating, scrolling through our phones while we are meant to be enjoying a treat.
“This Valentine’s Day, I’m showing the nation the “Wright” way to indulge.
“Narrating the Saucy Stories was about setting the ultimate mood, an audio experience that matches the intensity of dessert, helping people shut out the world, prioritise pleasure and treat themselves this February.”
