Why should I be aware of this?
- Cooking for this new generation isn’t simply a pastime. For them it’s an enjoyable experience and something to be relished. This phenomenon has been created by a wide range of forces and one which will continue to grow.
- They consider cooking as leisure and to de-stress as most of their days are spent meeting deadlines.
- Men’s movement into the kitchen and growing confidence with food is partly the result of big social forces, particularly the substantial growth in single person households (which are largely male).
All about Gastrosexual
Gastrosexuals are upwardly mobile men, between 25 and 44 years of age. They are aware of and passionate about cuisines from all over the world, especially Asian food.
Research has shown that earlier cooking once considered an unmanly, almost effeminate task. But today cooking is welcome to people from all parts of society. Younger men, whether they are single or living with their partners, are not only playing a far greater role in the kitchen than their fathers did, but are also enjoying it.
The increase in the number of women working full time has also contributed to the rise of the Gastrosexual male.
To seduce a partner
According to a a recent study commissioned by food company PurAsia  and authored by experts including Dr. Paul Levy, 53% of men report cooking with separate ingredients nearly every day. Cooking is a hobby (as opposed to a chore) for 52% of men, and the amount of time men have spent at the stove has risen fivefold since 1961. The report found that much of the increasing time that men spend at the stove appeared to involve impressing women. In the 18-34 age group, 23% of men said they cook to impress, even seduce, a partner.
Rise in number of male cooks
The number of families where men help in the kitchen has risen from 27.5 per cent in the post war period to 66.5 per cent in 2008, according to the survey. However men’s new found enthusiasm for the kitchen does not stretch to other household chores.
According to the research a fifth of women admitted that their partner is a better cook than them. This rises to a quarter in women under the age of 34. The study also found men and women have a very different attitude towards cooking.
- Men have taken to cooking out of necessity but use it as a way to show his modernity and, in some cases, to attract women.
- The vast majority of men simply didn’t cook even as late as the 1960s.
- 70% of women are now in work, compared to 50% in 1961.
- Women have positively demanded more help from men in the home. As such, men living with their partners have also taken to cooking more.
- Men have focused on cooking as the most creative and enjoyable aspect of domestic work. They are much less likely to play the same role in cleaning.
- Cooking is a passion for the Gastrosexual. 52% of men say they consider cooking to be a hobby and not a chore. Fewer women (40%) agree with this sentiment.
- Contrary to the popular myth, men are not just occasional chefs at barbecues and dinner parties, 53% claim to cook from separate ingredients nearly everyday. 
Leading the pack of gastrosexual men are celebrity chefs, like Jamie Oliver, Danny Boome, and Gordon Ramsay, who glorify the high-stakes world of the restaurant kitchen.
- The Emergence of the Gastrosexual