Air-Fried Food Is All the Rage

By: James Flippin · March 07, 2023 · Reading Time: 3 minutes

Currently Trending

Air fryers are currently trending – and food companies have taken notice.

Companies like Nestlé (NSRGY) and Kellogg’s (K) see profit potential in catering to and promoting the widespread interest in this cooking method. The companies are repackaging items to include instructions for air fryer preparation and emphasizing it in marketing as well.

Nestle’s snack division president Adam Graves has gone so far as to refer to air frying as “the biggest trend we’re seeing right now in modern cooking.”

Seeking Revenue

Air fryer sales took off during the pandemic as more people prepped meals at home, running parallel to sales growth for major food manufacturers like Nestlé and Kraft Heinz (KHC). Then as stay-at-home orders eased and people resumed eating out, revenues remained propped up by price increases.

Graves says almost 60% of US households have air fryers. Food companies see both demand and room to grow in the air fryer market. Now, they’re doing just that, by expanding or adapting product lines to support air frying and by promoting the appliance. For example, last year Nestlé partnered with Instapot for a promotional air fryer giveaway.

Expanding the Menu

Air fryers appeal to consumers on many levels: convenience, ease of use, and as an efficient alternative to the microwave. Unlike microwaves, air fryers can achieve a crispy consistency. Plus, the cooking method is generally considered a healthier alternative to deep frying.

As the popularity of the air fryer grows, it could well become standard in Americans homes. In 2022, Americans spent almost $1 billion on the appliance — about a 50% increase from 2019.

With this kind of growth rate, Americans can expect to see a proliferation of air fried food options to choose from in the near future. And for families with air fryers already, stay tuned for added menu items announced by the family chef.

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