A recent study by Knorr has revealed that 88% of Gen Z singles in Nigeria believe cooking skills make potential partners more attractive, highlighting a shift in how younger Nigerians perceive relationship compatibility. The survey, which explored dating preferences and lifestyle priorities among singles aged 18 to 25, underscores the growing importance of self-sufficiency, creativity, and domestic skills in romantic relationships.
According to the findings, the ability to cook is seen not only as a practical skill but also as a reflection of personality traits such as patience, thoughtfulness, and creativity. Many respondents indicated that sharing meals or preparing food together is a key way to bond, making cooking a central aspect of their social and romantic lives. This trend reflects a broader cultural shift where experiential and lifestyle qualities are valued alongside traditional markers of attraction.
The survey also revealed gender dynamics in perceptions of cooking. While the majority of respondents agreed that cooking skills enhance attractiveness for all genders, some noted that the ability to prepare culturally significant or personalized meals can create deeper emotional connections. For many Gen Z singles, a partner who can cook is perceived as someone who invests time and effort into relationships, demonstrating care and attentiveness.
Knorr’s research further indicates that food culture plays a central role in how younger Nigerians approach dating. Dining experiences, home-cooked meals, and collaborative cooking sessions are seen as ways to express individuality and compatibility. The findings suggest that food and cooking are increasingly integrated into modern dating rituals, with culinary skills acting as both a social connector and an attraction factor.
Marketing experts say the results provide insights for brands in the food and lifestyle sector, as Gen Z’s focus on authenticity, creativity, and experience-driven activities can guide product development, campaigns, and engagement strategies. For example, meal kits, cooking tutorials, and interactive food experiences could resonate strongly with this demographic.
The study highlights how modern relationships in Nigeria are influenced not just by material factors or appearances but also by practical and creative skills. For Gen Z singles, the kitchen has become more than a space for meals — it’s a venue for connection, expression, and building lasting impressions. Cooking is no longer just a domestic chore; it is a pathway to attraction, shared experiences, and meaningful relationships in Nigeria’s evolving social landscape.
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