Food at home

The home has assumed a more important role in cooking, not least since the pandemic made more of us reliant on home cooking. How have our homes and meals been affected by the fact that we don’t eat out as much?

You can read about one of the trends covered in the report here:

The momentum of male food

Where they once always lagged behind women, we have now seen a great shift. In 2022, men moved ahead of women for the first time in terms of interest in food. More men than women mentioned food as one of their main interests. This is according to surveys by Kairos Future, referring to data going back 50 years.

Rumour has that this is also a selection factor in the dating market. Men who can’t cook are often rejected by women. Previously, men were only responsible for the barbecue, but now they have assumed responsibility for cooking at weekends. Are we perhaps seeing a growing interest in cooking on weekdays too?

As we all know, Sweden is at the forefront in matters of equality. There are bigger changes afoot in the kitchen than men just buying expensive white goods. Electrolux described its observations in the kitchen as something resembling a dance. Men and women need to coordinate and agree on who should do what. Shared responsibility is a challenge in itself, but it can also be a pleasure.

Working together in the kitchen is definitely a reality and an exciting area to explore, not least because it is something we will see more of when the kids also start taking an interest in cooking. It’s not only children who are taking part in cooking programmes and competitions; people of differentages are watching and get inspired.