Half of men in their 30s struggle to get an erection, studies have shown.
Surprise polling reveals this age group is most likely to struggle keeping it up, with 49% blaming stress and 24% blaming boozing too much.
Almost a third have broken up with their partner as a result.
Nearly half (43%) of men aged 18-60 across the UK are suffering impotence, with four in ten men blaming stress, followed by tiredness (36%), anxiety (29%) and boozing too heavily (26%).
Researchers polled 2,000 men for Coop Pharmacy and found largest affected age group of men with erectile dysfunction is those in their thirties, with half (50%) reporting difficulties getting or maintaining an erection.
This compares to 42% in their 40s, 41% in their 50s, and 35% of under 30s.
TV doctor Hilary Jones said: “Erectile dysfunction is a taboo in our society that needs to be broken.
“In an age when many people are happy to share intimate details of their lives on social media, it is a huge cause for concern that men today do not feel confident enough to discuss openly their struggles with impotence.”
A third of men aged 18-60 surveyed say they have not told anyone about their erectile dysfunction.
Only 28% have gone to their GP and just 9% have discussed it with another man in the family.
Worryingly 43% of those affected by impotence say they could not discuss the issue with friends and 23% would feel uncomfortable discussing it with a GP.
An incredible 27% of men say they would rather break up with their partner than talk to their GP about being unable to get an erection.
Of those affected in their 30s one in five said they had brought viagra from a source other than their GP.
Adrian Wilkinson, spokeswoman for Coop Pharmacy said: “The results of the survey clearly show that erectile dysfunction is something that’s having a huge impact on almost half of the male population in the UK.
“It’s with this in mind that we want to de-stigmatise any negative misconceptions and start talking about impotence and normalising it, to help men feel good, know they’re not alone and know they’re not being judged.”
The pharmacy has launched a social media campaign called #Whatdoyoucallit to combat the stigma of impotence.
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