In an era of economic uncertainty and rising inflation, an unlikely kitchen appliance has emerged as a global consumer favorite. The air fryer, with its energy-efficient and convenient features, has not only gained remarkable popularity in the UK market but has also sparked a worldwide trend toward healthier cooking methods.
Economic Challenges and Unexpected Success
The UK faces significant economic headwinds. High inflation continues to erode consumer purchasing power, with retail growth slowing across both online and offline channels. Data from the British Retail Consortium (BRC) shows retail sales growth decelerated in August, while Barclaycard reports consecutive months of declining consumer spending.
Amid this consumption slump, air fryers have quietly become a British consumer favorite. Retail chain Argos reports surging demand for low-cost cooking methods, with air fryers, slow cookers, and budget-friendly kettles seeing dramatic increases in search volume. On TikTok, the #airfryer hashtag has amassed 4.5 billion views, further fueling the appliance's popularity. Argos sold an average of 1.6 air fryers per minute in August, while Amazon UK's search rankings featured air fryers in three top spots.
Google Trends data reveals "air fryer" became the UK's top search term in early September with 1.84 million searches - equivalent to three searches per second. This phenomenon stems from multiple converging factors:
- Energy Efficiency: Soaring energy prices make the air fryer's 50% energy savings compared to conventional ovens particularly appealing.
- Convenience: No preheating required, faster cooking times, and compact size make air fryers ideal for modern households.
- Health Benefits: The minimal-oil cooking method satisfies contemporary demands for healthier eating without sacrificing taste.
- Social Media Influence: TikTok tutorials and user testimonials have accelerated adoption through viral sharing.
The trend extends beyond appliances themselves, with accessories like air fryer cookbooks, parchment papers, and silicone mats experiencing parallel sales surges.
Global Market Expansion
The air fryer phenomenon isn't confined to the UK. The 2020 pandemic-driven "home economy" first propelled kitchen appliances' growth, with air fryers gaining global traction due to their compact efficiency.
Euromonitor data shows the global air fryer market grew at a 18.9% compound annual rate from 2016-2021. Projections estimate multi-billion dollar market size by 2025. Southeast Asia sees seasonal spikes around Lunar New Year, while U.S. demand peaks annually between November-December.
NPD Group reports U.S. air fryer sales grew 76% over two years compared to 2018-2019 levels, with 25.6 million units sold online from 2020-2021. Dinner usage increased over 60%, while online recipe sales reached 971 million items in 2021 alone.
Key global growth drivers include:
- Rising health consciousness and low-fat cooking preferences
- Demand for time-saving solutions in fast-paced lifestyles
- Technological advancements adding smart features and connectivity
- Strategic marketing partnerships with influencers and content creators
Competitive Landscape
The market features established players like JS Global Life, Vesync, and Philips alongside rising Chinese manufacturers such as Midea and Joyoung. Notably, Zhejiang Biyi became the first publicly traded air fryer specialist when it listed in February, having achieved 40% revenue growth to 1.6 billion yuan last year.
While international brands currently dominate through brand recognition and distribution networks, domestic manufacturers are gaining ground through OEM partnerships and competitive pricing.
Small Appliance Market Outlook
Statista projects global kitchen appliance revenues will reach $119.5 billion by 2025, with small cooking devices leading growth. The NPD Group notes 35% growth in kitchen appliance sales over two years, expecting continued expansion across both large and small categories.
However, market saturation brings challenges including product commoditization, price competition, and stricter e-commerce platform compliance requirements. While post-pandemic demand has moderated slightly, long-term prospects remain strong due to lasting consumer habit changes.
E-Commerce Opportunities
Cross-border sellers can capitalize on this trend by:
- Focusing on differentiated products with innovative features
- Investing in brand building through localized marketing
- Ensuring strict compliance with safety and quality standards
- Adapting to regional preferences and culinary traditions
- Optimizing supply chains for reliability and cost efficiency
The air fryer's success demonstrates how economic pressures, health trends, and technological innovation can converge to create unexpected market opportunities. As consumer priorities continue evolving, small kitchen appliances remain well-positioned for sustained growth.