Generation Z Moves Away from Swipe Culture to Connect Over Cooking

In a remarkable shift away from the swipe culture prevalent in dating apps, Generation Z is rediscovering the joys of forming connections through cooking. Spending an average of 156 hours per year on dating applications only to achieve a mere six meaningful connections, many young singles are opting for more authentic methods of interaction. This transformation reflects a growing desire for genuine relationships that stem from shared experiences rather than impersonal digital exchanges.

A Shift in Priorities

A recent study commissioned by Knorr highlights this change, revealing significant insights into the dating preferences of young singles. Nearly 72% of Generation Z daters express skepticism about the authenticity of online dating profiles, indicating a stark contrast to their previous reliance on curated images and superficial interactions. Moreover, 65% struggle to find matches that align with their personal values, leading to frustrations that have sparked a renewed interest in alternative routes.

Cooking has emerged as a powerful medium for connection, with over 82% of respondents finding culinary interest to be an appealing quality in potential partners. The confidence that comes from cooking (78%) and the willingness to prepare meals for others (76%) have also been identified as attractive traits. In fact, the allure of cooking surpasses traditional markers of desirability such as owning a flashy car (47%) or being fitness enthusiasts (59%).

Introducing #ServingSingles

To celebrate this burgeoning trend, Knorr has initiated the #ServingSingles campaign, encouraging individuals to showcase their single, food-loving friends. This movement promotes the idea that authentic connections can be cultivated through cooking together, contrasting sharply with the monotonous cycle of swiping on dating apps. By pivoting from endless scrolling to friend-driven recommendations, Knorr is effectively elevating the significance of shared meals in the dating landscape.

Known for its family-friendly approach, Knorr invites singles to inspire one another by highlighting their culinary friends on social media, particularly on platforms like TikTok. Participants can share the name, age range, and standout dishes of their recommended friends using the #ServingSingles hashtag. This creative engagement not only enhances visibility for single food enthusiasts but also positions cooking as the new romantic backdrop for budding relationships.

Why Cooking Resonates

The survey findings elucidate why cooking resonates deeply with today's singles. Participants cited that shared cooking experiences foster connection (35%), demonstrate genuine effort (32%), and rekindle romance (34%)—elements that a static dating profile simply cannot convey. Additionally, friends and family are playing increasingly vital roles in the modern dating ecosystem; about 64% of singles trust their friends’ recommendations for potential dates, while 36% seek dating advice from siblings, illustrating a shift towards communal involvement in relationship building.

With an average of 29 profiles reviewed per week, Generation Z is keenly aware of the challenges of digital dating. The past year has seen nearly half of these singles go on fewer than five first dates—a stark indicator of the prevalent dating fatigue. With many dating app relationships averaging just six months, it is no surprise that a longing for deeper connections is driving singles back into the kitchen. The return to home-cooked meals represents a desire for sincerity and the sharing of experiences, which the swipe culture often lacks.

The Future of Dating is in the Kitchen

Nicky Neerscholten, Global Digital and Masterbrand Director at Knorr, states, "With #ServingSingles, we empower singles by highlighting cooking as the ultimate superpower in dating. Regardless of whether one is a seasoned chef or a novice in the kitchen, sharing a homemade meal is a compelling way to express creativity, affection, and individuality—qualities that far exceed those found in a filtered profile picture." The emphasis on culinary passion could lead to significantly improved chances of securing a date.

The universal nature of food as a medium for love is undeniable. As such, anyone looking to connect on a deeper level is encouraged to join the #ServingSingles movement, allowing their culinary masterpieces to serve as a catalyst for romance.

Do you know a single friend who cooks? Create a video introduction showcasing their most delicious dish using Knorr's #ServingSingles filter on TikTok. Make sure to tag #ServingSingles and @Knorr to amplify the profiles of cooking singles, boosting their potential for finding romantic connections.

The survey was conducted by Censuswide, surveying 14,503 participants aged 18 to 35 from countries including the UK, USA, Germany, Mexico, France, and more.