Are dating apps over? Gen Z is ditching 'swipe-by' culture for meaningful connections in the kitchen

• Gen Z singles spend 156 hours per year on dating apps for only six connections
• Knorr is turning up the heat on dating culture by blending food and friendship
• #ServingSingles encourages friends to recommend single cooks

ROTTERDAM, Netherlands, Feb. 12, 2026 /PRNewswire/ -- After clocking up roughly 156 hours a year on dating apps, equivalent to six and a half days, yet securing on average just six meaningful connections, Gen Z and young Millennial singles are officially breaking up with the "swipe-by" culture that leaves them feeling burnt out.

This cultural shift reflects a growing trend among young singles who are embracing more authentic dating methods, such as friend referrals and shared experiences, instead of relying on the impersonal nature of dating apps.

 

 

New research commissioned by the food company, Knorr, found that nearly three quarters (72%) of Gen Z singles question the authenticity of dating profiles, while two thirds (65%) admit they struggle finding someone whose priorities match their own. Swipe-fatigue is sky high, but one thing is sizzling through the noise: the irresistible charm of cooking.

According to the survey, more than four fifths (82%) find an interest in cooking highly attractive in a potential partner, with 78% charmed by kitchen confidence and 76% melting for anyone who cooks for others. In fact, for three quarters (74%) of Gen Z singles, cooking tops the list of attractive traits, beating those who own a flashy car (47%) and fitness fanatics (59%).

Check out #ServingSingles, where Knorr is empowering people to spotlight their single foodie friends. Flipping the script on "swipe-by" culture, it champions cooking as the new secret ingredient to real romance, swapping endless scrolling for trusty friend referrals. By blending food, friendship and modern love, it keeps authenticity at the heart of modern dating.

Inspired by the viral #DateMyFriend trend #ServingSingles invites people to hype up their single friends with a passion for cooking, to prove love truly starts in the kitchen.

Gen Zs can refer their single friends who love to cook on TikTok, sharing their first name, age range, and signature dish using the #ServingSingles hashtag and branded filter. Knorr will boost standout referral videos to reach even more singles turning the kitchen into the ultimate stage for romance.

The survey further revealed that cooking is seen as appealing because it brings you closer together (35%) shows genuine effort (32%) and heats up the romance (34%) - qualities that no dating profile can capture.

Additionally, friends and family play a bigger role in modern dating than ever before, with nearly two thirds (64%) of singles saying they'd trust a date recommendation from a friend while more than a third (36%) look to siblings for love life advice.  

Evidently, the need for a dating sidekick has never been higher as the research shows Gen Z singles swipe past more than 29 profiles a week, on average. Over the past 12 months, nearly half (48%) have been on less than 5 first dates, while the average relationship from a dating app lasts just six months.

Nicky Neerscholten, Global Head of Digital and Masterbrand at Knorr, said: "With #ServingSingles, Knorr is championing singles by spotlighting cooking as the ultimate dating superpower. We're on a mission to make single cooks unmissable - because whether you're a seasoned chef or just starting your cooking journey, sharing a homemade meal is a powerful way to show creativity, care, and individuality - traits that go far beyond a filtered profile picture.

"Our research proves that simply highlighting your love of cooking can dramatically boost your chances of landing a date. Food has always been the universal language of love, so if you're looking for sparks join the #ServingSingles movement and let your signature dish do the talking."

Got a single best friend who cooks?! Create a video introducing them and their tastiest signature dish, using Knorr's #ServingSingles branded filter on TikTok (@knorr). Don't forget to tag #ServingSingles and @Knorr, who will boost profiles of everyday single cooks, giving them a better shot at finding a romantic connection.

Survey info: The research was conducted by Censuswide, among a sample of 14,503 respondents (aged 18-35) who are open to dating and using dating apps, across the UK, US, Germany, Mexico, France, Benelux (Netherlands & Belgium), Philippines, Indonesia, Argentina, South Africa, Brazil, Nigeria and Italy. The data was collected between 24.12.2025 – 30.01.2026. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles.

ROTTERDAM, Netherlands, Feb. 12, 2026 /PRNewswire/ -- After clocking up roughly 156 hours a year on dating apps, equivalent to six and a half days, yet securing on average just six meaningful connections, Gen Z and young Millennial singles are officially breaking up with the "swipe-by" culture that leaves them feeling burnt out.

This cultural shift reflects a growing trend among young singles who are embracing more authentic dating methods, such as friend referrals and shared experiences, instead of relying on the impersonal nature of dating apps.

 

 

New research commissioned by the food company, Knorr, found that nearly three quarters (72%) of Gen Z singles question the authenticity of dating profiles, while two thirds (65%) admit they struggle finding someone whose priorities match their own. Swipe-fatigue is sky high, but one thing is sizzling through the noise: the irresistible charm of cooking.

According to the survey, more than four fifths (82%) find an interest in cooking highly attractive in a potential partner, with 78% charmed by kitchen confidence and 76% melting for anyone who cooks for others. In fact, for three quarters (74%) of Gen Z singles, cooking tops the list of attractive traits, beating those who own a flashy car (47%) and fitness fanatics (59%).

Check out #ServingSingles, where Knorr is empowering people to spotlight their single foodie friends. Flipping the script on "swipe-by" culture, it champions cooking as the new secret ingredient to real romance, swapping endless scrolling for trusty friend referrals. By blending food, friendship and modern love, it keeps authenticity at the heart of modern dating.

Inspired by the viral #DateMyFriend trend #ServingSingles invites people to hype up their single friends with a passion for cooking, to prove love truly starts in the kitchen.

Gen Zs can refer their single friends who love to cook on TikTok, sharing their first name, age range, and signature dish using the #ServingSingles hashtag and branded filter. Knorr will boost standout referral videos to reach even more singles turning the kitchen into the ultimate stage for romance.

The survey further revealed that cooking is seen as appealing because it brings you closer together (35%) shows genuine effort (32%) and heats up the romance (34%) - qualities that no dating profile can capture.

Additionally, friends and family play a bigger role in modern dating than ever before, with nearly two thirds (64%) of singles saying they'd trust a date recommendation from a friend while more than a third (36%) look to siblings for love life advice.  

Evidently, the need for a dating sidekick has never been higher as the research shows Gen Z singles swipe past more than 29 profiles a week, on average. Over the past 12 months, nearly half (48%) have been on less than 5 first dates, while the average relationship from a dating app lasts just six months.

Nicky Neerscholten, Global Head of Digital and Masterbrand at Knorr, said: "With #ServingSingles, Knorr is championing singles by spotlighting cooking as the ultimate dating superpower. We're on a mission to make single cooks unmissable - because whether you're a seasoned chef or just starting your cooking journey, sharing a homemade meal is a powerful way to show creativity, care, and individuality - traits that go far beyond a filtered profile picture.

"Our research proves that simply highlighting your love of cooking can dramatically boost your chances of landing a date. Food has always been the universal language of love, so if you're looking for sparks join the #ServingSingles movement and let your signature dish do the talking."

Got a single best friend who cooks?! Create a video introducing them and their tastiest signature dish, using Knorr's #ServingSingles branded filter on TikTok (@knorr). Don't forget to tag #ServingSingles and @Knorr, who will boost profiles of everyday single cooks, giving them a better shot at finding a romantic connection.

Survey info: The research was conducted by Censuswide, among a sample of 14,503 respondents (aged 18-35) who are open to dating and using dating apps, across the UK, US, Germany, Mexico, France, Benelux (Netherlands & Belgium), Philippines, Indonesia, Argentina, South Africa, Brazil, Nigeria and Italy. The data was collected between 24.12.2025 – 30.01.2026. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles.

** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **

Are dating apps over? Gen Z is ditching 'swipe-by' culture for meaningful connections in the kitchen

Pattern's 2026 Marketplace Consumer Report reveals a sector under pressure, with global giants tightening their grip and the era of local marketplaces at risk

MELBOURNE, Australia, Feb. 12, 2026 /PRNewswire/ -- Australia's marketplace sector is being redefined as global ecommerce giants use their international scale and advanced infrastructure to grow their share of consumer spending at the expense of local marketplaces, according to new research from Pattern.

The '2026 Marketplace Consumer Report' highlights a sector that looks markedly different to just a few years ago. With fewer local Australian marketplaces following the closures of Catch and MyDeal, and pressure on Kogan to maintain its competitiveness as consumers increase their spend with global platforms, data suggests a long-term shift in how marketplace competition will play out in Australia.

Amazon now reaches 60% of Australian shoppers, growing its customer base by 3.45% year on year. Temu continues to expand rapidly with A$2.6 billion in sales last financial year and 47% of Australians purchasing from the platform, while Shein has lifted its reach to 30%, recording the fastest growth (15%) among major marketplaces. Australia's last remaining dedicated local marketplace, Kogan, however, is losing ground. Just 15% of consumers now shop on the platform, reflecting a 6% year-on-year decline.

"The pressure on Australian born and bred marketplaces from global giants like Amazon and Temu is no longer theoretical. What we're seeing is a sector shaped by international scale, logistics sophistication and global ecosystems. This isn't a temporary cycle, it's a structural shift and could signal the end of the local Australian marketplace era as we once knew it," said Merline McGregor, Managing Director for Pattern Australia.

Amazon Leads as eBay loses ground

Amazon continues to lead the Australian marketplace sector with 8.8 million active shoppers and 66% of consumers planning to shop on the platform. eBay, however, is sliding in the opposite direction, declining 7% to 51% of shoppers planning to use the platform in 2026.

The research shows Amazon purchase decisions are broadening and no longer price-led, with price as a motivator falling by 42%. Shoppers now point to speed (35%), Prime benefits (31%) and overall preference for Amazon (28%) as key reasons for purchasing on the platform. The growing role of product reviews, now cited by 24% of shoppers, highlights Amazon's advantage in trust and community validation, an edge eBay has struggled to match.

"Amazon has moved beyond competing purely on cost. While price still matters, its advantage today is also about removing friction at every stage of the shopping journey. Faster delivery, trusted reviews and habitual usage are what has made it the dominant marketplace in Australia and what keeps customers coming back," said McGregor.

Temu and Shein rebuild trust and expand beyond price

Shopper perceptions of product quality and trust have improved sharply for Temu and Shein, marking a significant shift in how these platforms are viewed in Australia. Over the past year, Temu recorded a 50% increase in product quality and trust perception, while Shein saw a 36% increase.

Historically criticised for inconsistent quality, in 2025 Temu was trusted by just 12% of shoppers and Shein, 11%. However, sustained investment in supplier standards, range expansion beyond fast fashion and brand partnerships with established global brands is beginning to change sentiment. 

"Temu and Shein have worked hard to shed their reputations as low-cost disruptors and are now emerging as serious players in the marketplace landscape," said McGregor. "Temu now serves 4.7 million Australians, with its customer base growing at 24% annually. With trust levels rising, these platforms are no longer competing on price alone, firmly positioning them for sustained, long-term relevance in the Australian market."

Product discovery fragments across platforms

Product discovery behaviour is fragmenting rapidly. While Google has regained ground, with 54% of shoppers beginning their product searches on the platform since the rollout of AI-generated answers that ease discovery, social media is disrupting search.

Social media is now one of the fastest-growing starting points for product research, with 67% more consumers beginning their search on social platforms compared to 2025. Today 78% of Australians are active on social media and with near-universal mobile use, discovery is increasingly shaped by feeds, creators and short-form video.

"Social platforms are collapsing the long bridge between inspiration and transaction," said McGregor. "With the imminent launch of TikTok Shop in Australia, this shift will accelerate. Brands that invest in creator-led content and seamless in-platform shopping will be best positioned as social becomes a central pillar of modern product discovery."

Convenience and delivery speed emerge as key differentiators

With 93% of Australians purchasing from marketplaces in the past 12 months, convenience has become a defining factor in how consumers choose where to shop. One in three Australians now cite ease of use and delivery speed as the primary reason they turn to marketplaces. Amazon exemplifies this shift, with 36% of shoppers naming convenience as the main driver of their purchasing behaviour.

"Delivery performance has become a core brand asset for marketplaces today. Many Australians are choosing to order products through a marketplace, even if the same product is more expensive than elsewhere, simply because it could be delivered faster," said McGregor.

What products will consumers buy from which marketplace in 2026?

Pattern's research reveals clear category distinctions across marketplaces, with each platform establishing dominance in specific shopping categories:

• Amazon leads in Books & eBooks (30%), Electronics & Computer (25%), and Clothing, Shoes & Accessories (22%).
• eBay shows strength in Clothing, Shoes & Accessories (17%), Automotive Parts (15%), and Electronics & Computer (14%).
• Temu captures consumer interest in Clothing, Shoes & Accessories (22%), with notable investment in Home & Kitchen Products (13%).
• Shein's primary appeal lies with Clothing, Shoes & Accessories (21%), but is beginning to spark interest beyond this in Home & Kitchen (7%) and Toys, Kids & Baby Products (7%).
• Kogan holds some ground in Electronics & Computer (8%), Home & Kitchen Products (7%), and DIY/Home Improvement (5%).

"While the future of local marketplaces is uncertain, the opportunity for brands has never been greater. With 93% of Australians shopping on marketplaces, these platforms are where purchase decisions happen. Brands that understand category dynamics, build tailored strategies for each marketplace, and work with ecommerce specialists like Pattern will be positioned to capture a share in this consolidated but growing market," concluded McGregor.

For more information and to download the full report please click here: '2026 Marketplace Consumer Report'

About Pattern Inc

Pattern accelerates brands on global ecommerce marketplaces leveraging proprietary technology and AI. Utilising more than 46 trillion data points, sophisticated machine learning and AI models, Pattern optimizes and automates all levers of ecommerce growth for global brands, including advertising, content management, logistics and fulfillment, pricing, forecasting and customer service. Hundreds of global brands depend on Pattern's ecommerce acceleration platform every day to drive profitable revenue growth across 60+ global marketplaces—including Amazon, TikTok Shop, Walmart.com, Target.com, eBay, Tmall, JD, and Mercado Libre.  For more information, visit https://au.pattern.com/

 

** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **

Amazon, Temu and Shein to Dominate Australia's Marketplace Sector at the Expense of Local Competition