Air Fryer Market Trends

Growth Drivers

• Health and wellness policy alignment: The government-led public health campaign promoting reduced fat consumption directly benefits the adoption of air fryers. Agencies such as the World Health Organization have advised reducing the intake of saturated and trans fats to avoid cardiovascular diseases. The Cleveland Clinic data in January 2024 has indicated that air fryers reduce the usage of oil by 80% compared to deep frying and are positioned as a practical solution for households to align with these guidelines. As a result, preventative health becomes a powerful demand driver. Manufacturers can use this by underpinning the specific nutritional benefits in marketing and seeking endorsements from public health bodies.
• WHO guidelines on the fat reduction: The global public health agenda, as stated by the WHO, actively promotes the reduction in the consumption of saturated and trans fats to avoid certain diseases. Air fryer technology directly supports this initiative by enabling the preparation of foods with lower oil content compared to the traditional method of cooking. This creates a powerful demand and an evidence-based marketing narrative for the manufacturers. By relating the product benefits to the WHO guidelines, companies strengthen their brand position and further enhance the credibility with health-conscious consumer, and differentiate their offering in the crowded marketplace. This strategic partnership with an internationally renowned health authority provides an alluring value proposition that goes beyond practicality and capitalizes on a larger cultural movement toward preventive wellness.
• Rising spending on household appliances: The annual expenditure on the consumer unit reached USD 77,280 in 2023, with household appliance expenditures being the major and increasing component, based on the data released in September 2024 by the U.S. Bureau of Labor Statistics. This sustained investment in the upgrades of the kitchen appliances and advanced cooking technology aims for a strong and resilient market for products such as air fryers. This data provides a critical opportunity for manufacturers and suppliers. Further, the data also validates a strategy focused on boosting the distribution via major U.S. retail partnerships and developing bundled product offerings. To take advantage of this proven readiness to spend on household durables and increase the share of the market, companies must partner with merchants who can effectively reach these engaged consumers.

Challenges

• Strong regulatory compliance and safety standards:  The manufacturers navigate the complex electrical safety, material safety, and electromagnetic compatibility regulations that vary by region. The non-compliance can lead to costly recalls and reputational damage. Instant Brands has arranged a separate compliance team to manage this across its product lines. The U.S. Consumer Product Safety Commission has announced a focus on the safety of cooking appliances, increasing inspections on all the new startups in the market, and on their manufacturing process.
• Rapid pace of technology innovation:  In order to stay competitive in the market, companies require continuous R&D by integrating smart features and cooking algorithms. The new startup companies must invest significantly just to keep pace. For instance, companies such as LG and Samsung incorporate their air fryers into a broader smart home ecosystem, which is a high R&D challenge. SsharkNinja consistently files numerous patents for its cooking technology, creating a patent moat that protects its innovations and legally challenges potential infringers, creating a significant roadblock for followers.