#USA #Rotterdam #Knorr #dating apps ##ServingSingles

Are Dating Apps on the Decline?

In an increasingly digital world, the way individuals seek love and companionship is evolving. A recent study by Knorr has brought to light a notable trend among Generation Z: they are moving away from the culture of 'swipe-by' that has dominated dating apps. The study found that singles from this generation spend an astounding 156 hours per year using dating apps—approximately six and a half days—but they average only six meaningful relationships over this period. This alarming rate of dissatisfaction may be prompting young adults to reassess their approach to dating.

A Shift Toward Authentic Connections

According to the study, a significant 72% of Gen Z singles are increasingly questioning the authenticity of online dating profiles. This skepticism, coupled with 'swipe fatigue'—the frustration stemming from excessive use of dating apps—has paved the way for alternative methods of meeting people that feel more fulfilling. One of those methods is centered around cooking. Knorr's findings highlight that 82% of respondents consider culinary interest an attractive trait in a potential partner, with 78% valuing confidence in the kitchen.

This shift towards shared experiences—like cooking together—offers an antidote to the impersonality often associated with dating apps. Cooking is perceived not just as a skill but as an avenue for genuine connection. In fact, for 74% of Gen Z singles, culinary skills outrank traditional attributes like owning flashy cars or being fitness enthusiasts when it comes to desirability.

Embracing the #ServingSingles Movement

Knorr is capitalizing on this trend through the #ServingSingles campaign, which encourages singles and their friends to shine a spotlight on culinary talents. By fostering connections through shared meals, Knorr aims to put authenticity back into the dating scene, encouraging relationships that begin over a delicious dish rather than superficial profiles. The #ServingSingles movement builds on the idea that food can spark romance, turning dining into a modern matchmaking method.

Inspired by the viral trend #DateMyFriend, #ServingSingles invites participants to showcase their single and food-loving friends on social media platforms, particularly TikTok. Users can feature friends by sharing their name, age, and favorite dish, leveraging a unique brand filter to enhance visibility. This innovative approach is designed to engage a wider audience of singles and promote cooking as the ultimate date activity.

The Role of Friends and Family

The importance of family and friends in the dating landscape is greater than ever. Nearly two-thirds (64%) of Gen Z singles express a willingness to trust a friend’s recommendation for a date. In comparison, 36% rely on siblings for insights about potential partners. This highlights a desire for community and input in a dating culture that can often feel isolating.

The study reveals that singles are keenly aware of the challenges posed by online dating—many look through an average of 29 profiles weekly, with almost half having fewer than five first dates in the past year. Given these statistics, the average length of relationships forged through apps is said to last about six months.

Insights from Knorr Leaders

Nicky Neerscholten, Global Head of Digital and Masterbrand at Knorr, emphasized the campaign's purpose: "With #ServingSingles, Knorr is advocating for singles by establishing cooking as the secret ingredient to romance. Whether you are a gourmet cook or just starting in the kitchen, preparing a meal together is a wonderful way to express creativity and care. These traits extend far beyond a blurred profile picture."

The study underscores that showcasing a passion for cooking can dramatically enhance dating opportunities. Food has long been a universal language of love, so those searching for their spark are encouraged to embrace the #ServingSingles philosophy, trusting that a shared meal can bridge connections more effectively than a dating app ever could.

It's time for singles ready to break the mold of 'swipe culture' to lift up their culinary-savvy friends and showcase what genuinely connects people. So, if your best friend is single and passionate about cooking, create a TikTok video presenting them along with their best dish, using the Knorr #ServingSingles filter to help them find love through their culinary skills.