Knorr Study Uncovers Nigerian Gen Z's Preference for Authentic Dating Connections
Recent research commissioned by Knorr has shed light on the evolving dating landscape among Nigeria's Generation Z, revealing a strong preference for personal connections over digital interactions. The study highlights how traditional values of trust and shared experiences are reshaping modern romance.
Friend Recommendations Trump Dating Apps
The research findings are particularly striking: 68% of Nigerian Gen Z respondents stated they trust a friend's recommendation for a potential date more than they trust swiping through profiles on dating applications. This significant majority indicates a growing desire for relationships built on genuine connections rather than algorithm-driven matches.
This preference for personal referrals over digital platforms reflects a broader trend among young Nigerians seeking authenticity in their romantic lives. The study suggests that many Gen Z individuals are actively looking for connections that feel more real and trustworthy than what they typically encounter through online dating services.
Food as the Ultimate Connector
The research further emphasizes the central role that food continues to play in building and strengthening relationships among Nigerian youth. Nearly half of respondents (49%) reported that sharing meals helps them feel closer to their partners, highlighting how culinary experiences foster intimacy.
Perhaps even more revealing is the finding that 88% of Nigerian Gen Z find people who enjoy cooking especially attractive. This culinary appeal surpasses traditional status symbols like flashy cars or fitness-focused lifestyles, suggesting that practical skills and the ability to create shared experiences hold greater romantic value for this generation.
#ServingSinglesWithKnorr Campaign
Knorr has directly responded to these research insights with their #ServingSinglesWithKnorr initiative, which celebrates cooking as a modern-day calling card for romance. The campaign encourages friends to champion their single foodie companions, replacing endless app scrolling with trusted food referrals and shared culinary experiences.
At its core, the initiative celebrates authenticity, allowing real skills, genuine effort, and authentic flavor to take center stage in the dating process. The campaign represents a conscious shift away from superficial digital interactions toward more meaningful, experience-based connections.
Influencer-Led Kitchen Challenges
To bring the campaign to life, Knorr collaborated with several prominent Nigerian influencers who spotlighted their single friends on Instagram. These collaborators challenged their friends to prepare their favorite dishes while inviting admirers to confidently express interest in the comment sections instead of swiping through profiles.
Notable moments featured Tobi Bakre and Taymesan highlighting their single friends Kola Omotoso, Ojay, and Simi OD, daring them to step into the kitchen and rally their followers to compete for a spot on a Knorr-sponsored cooking date. Other influencers including Kaylah Oniwo, Daniel Ochuko, and Simi Drey added to the excitement by nominating their eligible single friends and celebrating the confidence required to cook and connect.
Why Cooking Resonates
The research explains why this culinary approach to dating resonates so strongly with Nigerian Gen Z. Cooking is attractive because it naturally brings people closer together, demonstrates genuine effort and care, and adds warmth and romance to interactions—qualities that no dating profile can fully capture.
Damilola Dania, Foods Demand Creation Lead at Unilever Nigeria Plc, commented on the campaign's significance: "With the #ServingSingleswithKnorr campaign, Knorr is championing singles by spotlighting cooking as the ultimate dating secret weapon. Whether you are a seasoned chef or just beginning your cooking journey, sharing a homemade meal represents a powerful way to demonstrate creativity, care, and individuality—traits that extend far beyond a filtered profile. If you're seeking genuine sparks, join the #ServingSingleswithKnorr movement and let your signature dish communicate what words cannot."
With a strong commitment to sustainability and responsible sourcing, Knorr continues to demonstrate that food represents more than mere nourishment—it serves as a vehicle for connection, culture, and genuine care in relationships.
