The Rise of the Gastrosexual

All a presumptive trend really needs to get it going in the popular media is (a) a catchy name, and (b) some reference to sex. So will gastrosexual make the cut? Gastrosexuals, according to the UK’s Daily Mail, are a new generation of men who use gourmet cooking to woo their love interests:

Men having the ability to cook is also now a key factor in attracting women along with salary, status, personality and appearance, according to new research.

The report ‘Emergence of the Gastrosexual’ cites the popularity of superstar chefs Gordon Ramsay and Jamie Oliver as a factor in making cooking a macho pursuit.

According to the study by food company PurAsia 48 per cent of people say being able to cook makes a person more attractive to them and 23 per cent of 18-34 year old men say they cook to potentially seduce a partner.

The study also says that 60 percent of male respondents cook regularly for friends and family, and 50 percent of the men consider cooking to be a hobby and not a chore, whereas only 40 percent of women can say the same.

PurAsia is so confident of this trend that it’s registered the domain name gastrosexual.com (you can download the “study” there).

As Ezra Klein notes on his blog for The American Prospect, people using cooking in courtship is not exactly new. But, like the metrosexual, perhaps the appeal of the gastrosexual man is that he is confident enough in his masculinity not to be worried about stereotypes. Unfortunately, the study also found that “men’s new found enthusiasm for the kitchen does not mean they are interested in other household chores.”

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