16 Oct 2025 The crispy business of air fryers

From cult gadget to kitchen essential, the air fryer is flipping the script on frozen food and at-home cooking. This article is based on the UK/EU markets….

The humble air fryer has come a long way from its beginnings as a novelty kitchen gadget. It is now a countertop staple – celebrated for its ability to whip up everything from crispy chips and speedy weeknight meals to full roast dinners.

But its rise is not just changing home cooking habits – it is reshaping the frozen food and at-home cooking categories. As consumer cravings for convenience, health and crunch collide, manufacturers are racing to reformulate, repackage and reimagine products with the air fryer in mind. There’s even a monthly UK magazine dedicated solely to this gadget!

According to market research firm Statista, global revenue in the air fryer segment is expected to surpass $1.5-billion by 2026. Retailers are already carving out freezer aisle space for ‘air fryer-friendly’ranges, while brands – from legacy giants like Nestlé to fast-growing disruptors like Strong Roots – are making the most of their packaging to spotlight air fryer compatibility.

“Responding to the fact that 48% of households now own an air fryer, more and more food brands are developing new offerings and adding air fryer callouts to their packaging,” Scott Dixon, MD of The Flava People, told FoodBev.com.

This trend is echoed by Nestlé, which conducted consumer research while developing its latest Maggi air fryer range. The company found that chicken and vegetables are among the most popular foods cooked in air fryers – insights that directly informed the creation of its tailored air fryer solutions.

Speaking about the launch, Marcin Popławski, head of food marketing for Europe at Nestlé, pointed out: “We understand that our consumers lead increasingly busy lives and are looking for products that save time, enhance their cooking skills and inspire meal preparation using modern devices”.

Key drivers of the air fryer boom

Convenience appears to be the primary driver behind the popularity of air fryers as a kitchen appliance. Many frozen food brands are capitalising on this trend, including McCain – known for its oven chips – which launched a dedicated air fryer range of chip variants last year, officially endorsed by the global air fryer appliance brand Ninja.

Ninja’s parent company, SharkNinja, recently conducted research revealing that easy preparation, short cook times, health benefits and effortless cleanup top consumers’ priorities. The company now offers a variety of air fryers, including a portable model designed for families of all sizes.

“Modern lifestyles have transformed the way people cook and eat,” Danielle McAreavey, head of marketing at Maggi, Nestlé UK & Ireland, said. “Consumers today want to cook in an optimised way without compromising on health or taste. 60% of consumers are choosing healthier products, with salads and vegetables being in the top ten dishes.”

 She added: “Air Fryer users are also motivated by various benefits when they choose to cook with it. 52% are looking for less fat when it comes to cooking their meals as well as 46% for healthier meals. We have worked closely with our Culinary and Nutrition teams to ensure all Maggi meal recipe suggestions help our consumers make balanced meals and provide 2 of your 5 a day.”

 Texture and mouthfeel follow closely as highranking priorities. Air frying is no longer a simple plug-and-play solution for existing SKUs. The technology uses rapidly circulating hot air, which can dry out delicate products or result in uneven cooking if recipes are not carefully adapted.

To address this, manufacturers are reformulating coatings, crumbs and batters to strike the perfect balance between crunch and moisture. Adjustments to pre-fried or par-cooked elements help to reduce oil content while still delivering the crispy, golden finish consumers expect.

“We know that crispiness drives repeat orders,” said Leslie Gorman, marketing manager at Lamb Weston, referencing a recent social media poll that shaped their air fryer fries range (left). “With that insight, we have focused heavily on coating and processing technologies that optimise crispiness.”

Additionally, texture stabilisers, fat replacers and novel starches are being employed to prevent drying out – a common consumer complaint when standard frozen foods are cooked in air fryers.

Gareth Thomas, category director at Iceland Foods, which collaborated with Ninja on a frozen range designed for air fryers, told FoodBev: “We developed thinner, crispier coatings to ensure even browning and a satisfying crunch – without deep frying or long oven times”.

He continued: “We have also reduced the moisture content in breaded or battered products to help prevent sogginess and deliver the best possible crisp. Our teams spend time testing coatings, adjusting process settings and evaluating product performance to help ensure consistent quality.”

Speaking about formulations, Maggi’s McAreavey said: “Each blend has been meticulously made to deliver that delicious crunch, making it easier than ever to achieve quality crispiness at home and is designed to elevate your air fryer experience.” 

The rising popularity of air frying is also linked to perceived health benefits. “Health-conscious purchasing is on the rise and heavily influences how we formulate air fryer-friendly products,” said The Flava People’s Dixon.

This focus is central to The Flava People’s collaboration with slimming-friendly cookbook brand Pinch of Nom. Dixon explained that, true to its name, The Flava People prioritises bold flavours paired with clean ingredients. “Our partnership with Pinch of Nom allows us to tap into the growing segment of consumers seeking healthier yet flavourful alternatives, all while offering the convenience of air fryer friendly products,” he commented.

In April, The Flava People launched a new range in Morrisons supermarkets across the UK, featuring three Flava It! air fryer products in Greek, Tikka and Jerk variants. The trio of products taps into the popular fakeaway trend, offering consumers a convenient, affordable and tasty way to elevate their home cooking without compromising on flavour.

Packaging with purpose

Air fryers are revolutionising the way we cook, offering faster, healthier results than conventional ovens – but they also present new challenges for manufacturers. Faster cooking times, higher heat and more compact baskets mean that traditional oven instructions do not always translate perfectly. That is why packaging is playing an increasingly important role in guiding the air fryer experience.

Manufacturers are investing in dedicated air fryer instructions, covering temperature, cooking time and shake-or-turn cues. Some brands even use QR codes linking to videos or apps with step-by-step cooking tips, helping consumers get the best results every time…..

FoodBev.com: Read the full story here