Well, it’s official: the loo is Britain’s most awkward place when it comes to embarrassing sounds. According to new data* from Bloo, the UK’s number one toilet care brand**, 41% of Brits are embarrassed by the thought of anyone hearing the sounds of their porcelain performances. Almost two thirds (62%) admit to covering their toilet sounds with something else and nearly half (47%) have hidden in the loo until the coast is clear.
As a solution to the nation’s restroom rumbles, Bloo has teamed up with Broadcaster and DJ, Matt Edmondson, to create the ultimate song to help mask unwanted toilet sounds. Inspired by iconic comedy rap tracks, the track includes sounds such as the toilet lid closing, door slamming and toilet flushing to wipe any toilet sounds from the memory! With Bloo’s expert formulas that clean and freshen toilets with every flush, paired with Matt’s toilet tune to handle awkward sounds, Brits can flush any bathroom break worries away. To listen to the track search ‘Matt Edmondson Block out with Bloo’ on SoundCloud, or see the music video on Matt Edmondson’s social channels here:
Showing that porcelain panic starts outside the home, public toilets (37%) have been ranked the worst place for ‘loo-barassment’, followed closely by a friend’s house (33%) and at a restaurant (27%). Top things the nation use to hide loo noises are turning the tap on (42%), pretending to cough (37%), and lining the toilet with toilet paper (32%). When looking specifically at Millennial loo cover ups, they opt to spray deodorant (26%) and play music (32%). But it’s Gen Z who are prepared to cross their legs, with a whopping three quarters (75%) of 16–24-year-olds avoiding or delaying using the loo over fear of being heard, versus the national average of 56%.
If they absolutely have to go, 40% of Brits have pretended they aren’t using the toilet when someone knocks on the door, with over a third (36%) of people passing the blame to someone else for the unpleasant smell left behind after their visit. Younger people came out as the most self-conscious when it came to bathroom etiquette, with 68% of 16-24-year-olds admitting they’ve hidden in the toilet until others have left to avoid embarrassment, in comparison to only 31% of the over 55’s.
To help relax for loo time, over half (62%) of people listen to music in the bathroom, with 60% claiming that playing music in public toilets would make doing their business more bearable. Furthermore, 91% said a fresh-smelling bathroom is absolutely crucial to making them feel comfortable to use the loo.
Matt Edmondson added:
“It’s not every day you get asked to make a song that people can play to cover up the sound of their own ablutions (in fact if I’m honest this is the first time it’s ever happened), but I will take any excuse to whip out the synthesiser and make a banger. Thanks to Bloo, I have been able to gift the toilet going public a song they can use to cover up even the loudest of movements.”
In line with the campaign, Bloo is working with digital creators Beau the Beard and Grime Gran who will be hiding prizes – including Sonos speakers – to listen to the track on your next loo experience – near well-known public toilets in London, Birmingham & Bristol. For clues on where to find these prizes and updates on the activity, please follow them on Instagram.
Halil Dogan, Senior Brand Manager at Bloo, said:
“We all know that using the loo can feel like an Olympic event of awkwardness for some people, but it doesn’t have to be. We wanted to help the nation get over its loo-barrassment by creating a track that people can blast out in any loo and get over their toilet shame. With our rim blockers tackling odors and now Matt’s track to block out those sounds, we’re ready to make bathroom time less embarrassing, more fun, and way fresher.”
*Bloo commissioned Censuswide to conduct an online survey among 2,000 members of the British public. The research was conducted between 17.02.2025 – 19.02.2025
**Claim: Bloo is the No 1 Toilet Care Brand (excluding Bleach) in the UK Source: Circana All Outlets UK, Toilet Care category excluding Bleach (as defined by client) value sales for 52 w/e 27th October 2024
