A new trend has hit male society. Increasing numbers of men are taking up cooking in a bid to seduce their ladies, giving rise to the “Gastrosexual.”
According to a UK study, the ability to cook is now a key factor in attracting women along with salary, status, personality and appearance. Other factors driving this trend are increased numbers of women working full-time and men learning how to feed themselves due to marrying at a later age. The boom has been fuelled further by superstar chefs Gordon Ramsay and Jamie Oliver, who have made cooking a macho pursuit.
This new combination of food, sex and masculinity implies products typically marketed to women—kitchen appliances, cookbooks and specialty foods—are now open to a whole new demographic.