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The Rise Of The Air Fryer: Market Trends

Since the first air fryer was invented in 2010 by Philips, it has gradually increased in popularity with more rapid growth in recent years.

The Philips air fryer was designed to cook food using hot air, much like a convection oven. However, the air fryer is smaller and more compact than a traditional oven, making it more convenient for cooking small meals or snacks.

The Philips air fryer quickly became a popular kitchen appliance, and other companies soon began to produce their own versions of the air fryer.

Today, there are many different brands and models of air fryers on the market, each with its own unique features.

We decided to analyse how search demand has changed over the last 4 years for the air fryer as well as the most popular brands and most searched for air fryer recipes.

KEY FINDINGS

  • Search demand for the term ‘air fryer’ saw a 50% increase between December 2020 to December 2021.
  • Air fryers have seen the highest search demand since December 2019, overtaking searches for traditionally popular small kitchen appliances including slow cookers and blenders.
  • Ninja Air Fryers led the way in popularity – they were searched for 2,386% more than the next most popular brand, Tower Air Fryers.
  • Air fryer chips is the most searched for recipe, closely followed by air fryer chicken.
  • Running an air fryer is cheaper than running an oven. It costs 14.62p to cook chips in an air fryer vs 35.38p to cook chips in a fan assisted oven.

HOW SEARCH DEMAND HAS CHANGED FOR THE AIR FRYER

The search term ‘air fryer’ has seen a steep increase in demand between 2018 and 2021

KEY FINDINGS

  • Search volume for the term ‘air fryer’ increased from 201,000 monthly searches in December 2020 to 301,000 monthly searches in December 2021, a rise of 50%.
  • The largest change in search demand was seen between December 2019 and December 2020 with an increase of 122%.

Monthly Google search volumes:

December 2018: 49,500

December 2019: 90,500

December 2020: 201,000

December 2021: 301,000


HOW DOES AIR FRYER DEMAND COMPARE WITH OTHER KITCHEN APPLIANCES?

KEY FINDINGS

Google search in December 2021:

  • Air Fryer: 301,000
  • Blender: 135,000
  • Slow Cooker: 74,000
  • Soup Maker: 49,500

WHICH BRAND SAW THE HIGHEST SEARCH DEMAND?

It seems that every kitchen appliance company or store are releasing an air fryer model to meet the demand. But which one is the clear winner?

Google Trends: April 2017 to April 2022 for Air Fryer Brands

KEY FINDINGS

  • Ninja Air Fryers were searched 2386% more than the second most popular air fryer brand in December 2022.
  • Ninja Air Fryers were searched for 823,000 in Google search in December 2021 vs 33,100 searches for the next most popular searched brand, Tower.

WHAT ARE THE MOST SEARCHED FOR AIR FRYER RECIPES?

An air fryer is a versatile appliance with opportunities to cook a variety of foods. But what do we love to cook in the air fryer the most?

KEY FINDINGS

Google searches April 2022:

  • Chips: 12,200
  • Chicken: 10,100
  • Roast Potatoes: 4,400
  • Jacket Potato: 2,400
  • Bacon: 1,900
  • Sausage: 1,900
  • Donuts: 1,600
  • Steak: 1,600
  • Salmon: 1,600

HOW THE DATA WAS COMPILED

We compared estimated Google search data using Semrush, a popular digital marketing software platform used for keyword research and online ranking data.

Understand more about where and how Semrush collects data.


Is It Cheaper To Run An Air Fryer?

With the increase in energy bills, many people are looking for more economical ways to cook.

We have taken a look at the costs of running an air fryer compared to a fan assisted oven.

  • The cost to cook chips in an oven = 35.38p
  • The cost to cook chips in an air fryer = 14.62p
  • The cost to cook chicken thighs in an oven = 35.38p to 47.16p
  • The cost to cook chicken thighs in an air fryer = 16.08p to 20.47p

Conclusion

It is cheaper to run an air fryer than an oven. This is due to lower wattage and it taking less time to cook food in an air fryer compared to an oven.

Workings

  • Based on a 2500W fan assisted oven and a 1550W 3.8L Ninja Air Fryer.
  • Assuming an electricity cost of 28.30p KWH (source The Energy Shop).
  • Based on chips taking 30 minutes in an oven and 20 minutes in an air fryer.
  • Based on chicken thighs taking 30 to 40 minutes in an oven and 22 to 28 minutes in an air fryer.

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Andrew Lawton

Saturday 23rd of April 2022

I bought an air fryer a couple of weeks ago after cleaning out the little deep fat fryer that we had. I realised that it did not get used very often and the oil was spoiling, making it expensive to run. Plus it was a swine to clean … Given the current situation - with oil rationing - it turned out to be a good move.