The popularity of air fryers in European households is firmly on the up.
Though penetration isn’t yet on a par with the US – where some 60% of households own the cooking device as of 2023, according to research by Nestlé – ownership is forecast to grow by some 8.9% in 2024 in Europe, according to Statista. In the UK, for example, annual sales figures from Lakeland show sales of air fryers were up 1,175% last year.
This growth is fuelled by a mix of factors.
Air fryers offer greater convenience, with average cooking times reduced by 20-25%. They use far less cooking oil, which brings with it a number of associated health benefits. And they use less energy than standard ovens too, at a time when households are looking for ways to navigate the rising cost of utilities.
As manufacturers look to tap into this increasing appetite for air fryers, the last few months have seen a raft a number of new product launches touted as air-fryer ready or with on-pack instructions on how to cook in air fryers as an alternative.
Record success for air fryer ‘fakeaways’
In May, MJ’s Diner launched its range of frozen ready meals specially formulated for the air fryer. The range of ‘fakeaway style’ meal options were created off the back of insight that some 12.5 million households in the UK now own the device. The range, which includes ‘Salt & Pepper Chicken’ and ‘Battered Fish Fillet’ has already enjoyed some early successes with independent retailers, say the company, with rates of sale 500% greater than that of other leading brands, and is now available in Farmfoods and Poundland too.
"Our range fills a gap in the market for those seeking quick, tasty, and affordable meals without compromising on quality,” said owner Noel Davis. “With the rising popularity of air fryers, we're thrilled to offer Brits a convenient solution for their culinary cravings."
High levels of demand for the range have seen Birkenhead-based MJ’s Diner expand its operations, creating 50 job opportunities and ramping up production to 350,000 meals per week, say the company, which also has plans to expand into Home Bargains, Morrisons, and Sainsbury’s.
Smart use of ingredients
The following month, Nestlé said it had tailored much of its recent innovation pipeline to suit consumers’ new air fryer habits. Its Stouffer’s Melt-FULLS frozen sandwiches, for example, were launched in April and specially formulated to cook well in an air fryer.
The company also says it has added air fryer cooking instructions to its Hot Pockets and DiGiornio personal pizzas, off the back of insight that consumers were increasingly enjoying the convenience food directly from the device and says it had also developed an air fryer seasoning range called Totle, currently available in China.
‘These products were developed using Nestlé's scientific expertise and knowledge of flavours, formulations and production,” said Swen Rabe, head of Nestlé's product technology centre for food in Germany. ‘Through the smart use of ingredients and extensive testing with our R&D chefs to improve the cooking process, we are able to deliver a great food experience.’
‘A juggling act’
Also in June, free-from brand Crave launched what it claims is the UK’s first doughnut to feature air fryer instructions on pack. Crave Dodoughs, available as packs of six sugar ring doughnuts, have been specially formulated to withstand high cooking temperatures so that they can be prepared in an air fryer in just five minutes, say the brand.
“We looked at the way people were cooking nowadays, air fryers are everywhere and a staple part of a lot of kitchens in the UK, they are super convenient and if used correctly, can yield a great doughnut product,” says founder Rob Brice. “We thought it was a no-brainer to ensure the Dodoughs could cook in an air fryer, whilst also yielding a great product at the end.”
On how the team created a product designed to withstand the high temperatures of an air fryer, he adds that “our doughnuts are free from milk, eggs and gluten and so the protein used here, starches and raising agents were key. We had to ensure from the outset, that the product had a good lift when dropped in the factory but also this would not change through the cooking process at home. No one wants a soggy or rock-hard doughnut.
“It was a little bit of a juggling act, as we have oven and microwave instructions also,” he admits. “It needed to be able to work across three very different cooking methods. We tweaked the raising agents to ensure we got a good lift at home still and also during production, the sugar dusting and also cook times. An air fryer cook is intense and so we didn't want it scorching the sugar in the product or colouring them too quickly.”
A growing opportunity
At UAE supplier Al Islami Foods, the team say they ensured its fully cooked Original Tempura Nuggets were developed to be ‘air fryer friendly’ when they launched, also in June.
An addition to the manufacturer’s existing range of fully cooked products, including its ‘Zing’ range, the halal Tempura Nuggets are designed to offer the convenience of ‘heating and eating’ without compromising on health, say the company.
“Consumers can opt for any heating option that they like for example air fryer, microwave or even quick deep frying for heating,” says a spokesperson. “Since consumers prefer more and more convenient cooking options due to busy schedules, we understand that fully cooked range is going to have growing opportunity.”
