Nat Harvey, the new chief executive of women’s publisher Mamamia, is not easily surprised. But even she didn’t expect the answers to a recent survey of the media company’s audience about their sexual fantasies.

“There’s a market for everything, and there’s a desire for everything too. I think one of them was even sex in supermarket aisles, would you believe?” she said. Almost half of Mamamia’s audience weren’t satisfied with their sex life.