Norwich has been dubbed the cougar capital of Britain after a survey found that fiftysomething women living in the city buy more erotic lingerie than anywhere else in the country.
The poll, conducted by seductive lingerie retailer Bluebella, looked at the spending habits on erotic lingerie of women aged 45-55.
Sheffield came second to Norwich in lingerie sales, followed by Manchester in third.
Meanwhile, the lowest-spending towns were found to be Milton Keynes, Inverness and Woking.
A more sexually assertive attitude in recent years and the popularity of erotic trilogy Fifty Shades of Grey is thought to behind the boom in sexy lingerie sales by women in their 40s and 50s, who are often dressing to please their younger lovers.
TV shows like Cougartown and Sex and the City have also encouraged older women to celebrate their sexual side.
Bluebella founder Emily Bendell said: "Older women really know who they are and what they like – and nothing is more enticing and attractive than that inner confidence. As taboos lift, more and more women are now dating men years younger than her and naturally she wants to look as alluring as she can.
"Female celebrities such as Jane Fonda and Kim Cattrall have been unashamed to admit their sex life improved in later life and it’s inspiring to an older generation who are not content to kiss goodbye to their sex lives after children or grandchildren.”