90% of Londoners Desire a Partner That Can Cook
### Strictly Embargoed Until 00:01 on 04/02/2022 ### *** FREE FOR EDITORIAL USE *** Shelly and Oliver Ward try the foods available in the new ‘Mood Food’ aisle at Iceland, which has been launched ahead of Valentine’s Day and features the top ten foods that have been voted by Brits most likely to get them in the mood for love, which include ice cream, pizza and roast dinner. The aisle has been created following research by Iceland, which revealed that 6 in 10 people find traditional aphrodisiacs such as oysters are in fact a turn off for them, with 8 in 10 saying that comfort foods are more likely to affect their romantic feelings.
New research today reveals that 90% of Londoners desire a partner that can cook. 50% of Londoners have been attracted to someone based solely on their cooking skills before, with those living in the capital being the most likely out of any region to get the ‘ick’ from a partner’s lack of cooking skills (29%). 17% had even ended a relationship for the same reason.
Culinary skills are highly valued in London relationships. Research from BakeAway shows 70% of Londoners agreed that sharing culinary experiences is important.
London couples even cook and bake together more frequently than most other couples in the country, with 12% collaborating in the kitchen daily and 27% several times a week.
Despite this, there seems to be an understanding that living in the big city probably equals having less time to cook, with 57% of Londoners unphased by a partner relying on pre-packaged meals and a further 60% preferring quality time with their partner over food made from scratch.
The survey also highlighted the top qualities desired in a partner, with Londoners placing more emphasis on cultural and creative traits compared to the national average:
1. Caring – 69%
2. Respectful – 67%
3. Kind – 65%
4. Affectionate – 58%
5. Good looking – 44%
6. Empathetic – 36%
7. Good with kids – 31%
8. Cultured – 25% (up from 17% nationally)
9. Creative – 24% (up from 18% nationally)
10. Can cook and bake – 23%
11. Efficient – 17%
Jennie Bosson, Head of Marketing at BakeAway, said:
“It’s great to see people in London are taking a keen interest in cooking, baking and sharing culinary experiences despite leading busy lives. Baking is a wonderful way for couples to bond and create lasting memories. However, it was interesting to see 57% of Londoners don’t think it’s a big deal to always have food made from scratch, and they are happy to enjoy a delicious, pre-packaged treat. At BakeAway, we offer a range of products that are delicious and easy to prepare, minimising fuss and mess. Our goal is to bring people closer together through the joy of easy-to-prep yet extremely delicious food.”
BakeAway is the leading UK manufacturer of pastry and dough, supplying grocery retailers with private label products across puff pastry, shortcrust pastry, pizza dough, and cookie dough.
