Scientists in Scotland are in the process of developing a drug which could offer stiff competition to the drug Viagra.
Researchers at the Medical Research Council's Human Reproductive Sciences Unit in Edinburgh say they have discovered the secret of sexual desire and are now developing a 'wonder pill' to generate sex drive in both women and men who are struggling with a loss of libido.
The loss of libido affects more than a third of women and up to one in six men, but experts say men are becoming increasingly affected because of stress.
The medication which also has the potential to boost fertility rates and encourage weight-loss, could say the researchers change millions of lives around the world.
Should the research prove to be successful, the drug will beat Viagra the market-leader in impotence drugs as it bolsters the brain's desire for sex, whereas Viagra boosts only physical capability.
The pill will contain a hormone that releases type 2 gonadotropin, which drives the reproductive system in animals and humans and tests on animals have already been a success.
According to Professor Robert Millar, the unit's director, it was first thought the drug would work only on women but they believe there is no reason why it will not work on men.
It seems female animals who were given injections of the drug displayed classic mating behaviour towards their male counterparts and an unexpected side-effect was that the laboratory animals ate significantly less food than usual, in some less than a third of their usual daily diet.
Professor Millar says further tests are now planned and they hope in future to produce the drug in oral form - they believe it will make Viagra redundant.
Professor Millar says the stimulation of libido would mean a great deal to vast numbers of people as the drug would arouse and produce the desire for sex at the same time, in both men and women.
Viagra is used by 27 million men worldwide.
MRC Human Reproductive Sciences Unit