It can feel awkward talking about sex – even when it’s with your own partner.
In a survey of 2,000 sexually active adults, a third of participants admitted they struggle to discuss intimacy with their other halves.
Couples wait an average of five months from the start of a relationship before actively discussing sex, such as desires or discomforts.
And a fifth say they won't bring up the topic of sex AT ALL during a relationship.
The survey, commissioned by Durex, also found that nearly half of adults often experience physical discomfort during sex as a result of vaginal dryness, but just over a third won't talk about it - even though being dry is totally normal.
Lindsay Forbes, from Durex, said: "Our aim at Durex is to liberate good sex for all.
"For women, who can be naturally drier down there for up to two-thirds of the month, that may well involve lube.
"Indeed, nine out of 10 women say sex feels better with it.
"Yet it remains disproportionately stigmatised - in part, because we're uncomfortable even talking about the problem, much less doing anything about it.
"What we want to achieve is to normalise natural dryness, normalise the conversation and encourage women to reach for lube as we know nine out of ten women say sex feels better with it."
The poll also showed adults are so keen to swerve the subject of vaginal dryness that 27% deal with it themselves.
And with half of those polled considering sex to be a 'taboo' subject, it leaves adults feeling awkward, embarrassed and avoiding the topic altogether.
If they do feel able to discuss the topic of sex more openly, 34% choose to talk to friends instead.
Meanwhile, 20% decided to discuss their experiences of sexual discomfort with their mums.
Almost a quarter of those surveyed don't feel comfortable talking openly about sex because they don't want to upset anyone's feelings, while 15% didn't know how to approach the issue.
But it's not just sex which people struggle to be more vocal about, as masturbation (27%), using sex toys (17%) or discussing pornography (14%) were also seen as taboo subjects.
It also emerged 61% of those polled via OnePoll have used lubricant when engaging in sexual activities - but 15 per cent consider this to be something you use in a bid to be more 'adventurous', as opposed to a way of helping vaginal dryness.
Leading 'sexpert', Dr. Naomi Sutton, of E4's The Sex Clinic, and partner with Durex, said: "When it comes to good, comfortable sex, wetter really is better.
"I've partnered with Durex as I stand by empowering sexually active women to own their sexual comfort.
"'Moist is one of the most disliked and uncomfortable words in the English language - if we can all get comfortable with moist, then a little tube that helps us stay moist, won't seem so uncomfortable will it?
"With Durex's help, let's work to open up the conversations around uncomfortable sex and smash down the walls of awkwardness."