United Kingdom Air Fryer Market, By Product Type (Drawer Type, Lid Type), By Distribution Channel (Supermarkets and Hypermarkets, Speciality Stores, Online, Others), By End Use (Residential, Commercial), By Region, Competition, Forecast & Opportunities, 2020-2030F

Market Overview

United Kingdom air fryer market was valued at USD 279.42 Million in 2024 and is expected to reach USD 438.50 Million by 2030 with a CAGR of 7.8% during the forecast period. The United Kingdom air fryer market is witnessing robust growth, driven by a strong convergence of health-conscious consumer behavior, convenience-oriented lifestyles, and rapid technological innovation in kitchen appliances. Rising awareness of the health risks associated with deep frying and the growing inclination toward low-oil cooking solutions have made air fryers increasingly popular across households, especially among millennials and young professionals seeking quick, healthy meal preparation options. The market has further benefitted from the rising trend of home cooking, which accelerated during and after the COVID-19 pandemic, with many consumers continuing to invest in multifunctional appliances that save time and enhance cooking efficiency. In addition, the increasing penetration of smart kitchen devices integrated with digital controls, preset functions, and app connectivity has elevated consumer demand, with brands competing to differentiate through features such as larger capacities, energy efficiency, and versatile cooking functions like grilling, roasting, and baking. The UK’s strong e-commerce ecosystem has further supported market expansion, as online platforms allow consumers to compare products, access discounts, and explore new models, which is particularly appealing to the tech-savvy younger demographic. Environmental awareness also plays a role, as air fryers are perceived to consume less energy compared to traditional ovens, aligning with sustainability-conscious consumer choices.

Moreover, the growing foodservice sector and adoption of healthier menu offerings by small restaurants, cafés, and quick-service outlets are opening commercial opportunities, while celebrity endorsements and social media-driven recipe trends continue to fuel consumer interest. With rising disposable incomes and the increasing popularity of compact, space-saving kitchen appliances in urban households, the market is projected to grow steadily. However, intense competition among global and regional brands, coupled with frequent product innovations, is shaping a highly dynamic market landscape where product differentiation, pricing strategies, and strong retail presence remain critical for success.

Key Market Drivers

Rising Health and Wellness Awareness

One of the most significant drivers of the United Kingdom air fryer market is the growing consumer focus on health and wellness, particularly in relation to diet and nutrition. Over the past decade, British consumers have become increasingly aware of the health risks associated with deep-fried foods, such as obesity, high cholesterol, diabetes, and cardiovascular diseases. This has led to a noticeable shift in dietary habits, with more individuals actively seeking cooking methods that minimize oil usage while still delivering taste and convenience. Air fryers address this demand by offering a healthier alternative to conventional frying, reducing oil content in meals by up to 80% without compromising flavor and texture. Millennials and Gen Z, in particular, are embracing “better-for-you” food trends, where calorie-conscious and nutrient-rich meals are a priority, and air fryers provide the perfect appliance to align with these lifestyle preferences. Additionally, campaigns by health organizations and influencers promoting reduced oil consumption and balanced diets have further educated consumers on the benefits of air fryers. The growing demand for plant-based foods and at-home meal preparation also complements air fryer adoption, as the appliance allows quick and healthy cooking of vegetables, legumes, and meat substitutes. With the UK government continually emphasizing healthy eating habits through initiatives like calorie labeling and obesity reduction strategies, the overall momentum toward health-conscious consumption is expected to sustain strong demand for air fryers in the years to come.

Lifestyle Shifts Toward Convenience and Home Cooking

The changing lifestyle dynamics of UK consumers represent another powerful driver for the air fryer market. Urbanization, longer working hours, and the widespread adoption of hybrid and remote work arrangements have reshaped cooking habits, with people increasingly seeking convenient yet efficient ways to prepare meals at home. Air fryers fit seamlessly into this context, as they offer rapid cooking times, easy usability, and versatility across multiple cuisines. Their compact design and multifunctionality allow busy households to prepare a variety of dishes—from roasted meats and baked goods to snacks and frozen foods—without relying on multiple appliances. The COVID-19 pandemic further amplified this trend, as lockdowns drove a surge in home cooking and experimentation with kitchen gadgets, creating a lasting behavioral shift even after restrictions eased. Social media platforms such as TikTok, Instagram, and YouTube have also played a pivotal role in sustaining consumer interest by showcasing easy, trendy, and creative air fryer recipes that inspire daily use. Additionally, the UK has a high proportion of small households, students, and young professionals living in compact apartments, where space-saving and multifunctional appliances like air fryers are highly valued. Consumers are also increasingly drawn to time-saving features such as preset cooking modes, digital displays, and low-maintenance cleaning requirements. As the culture of quick, convenient, and home-prepared meals continues to flourish in the UK, air fryers are positioned as an indispensable solution that bridges health and convenience for modern lifestyles.

Technological Advancements and Product Innovation

Continuous technological advancements and product innovation are major drivers propelling the air fryer market forward in the UK. Appliance manufacturers are investing heavily in research and development to create models that not only meet basic consumer needs but also provide advanced features that enhance cooking performance, efficiency, and user experience. Today’s air fryers are designed with smart capabilities such as Wi-Fi and Bluetooth connectivity, app-controlled cooking, and integration with virtual assistants like Alexa and Google Home, enabling seamless operation and customization. These smart features resonate particularly with tech-savvy consumers and younger demographics who prioritize digital integration in their daily lives. Moreover, innovations such as dual-basket air fryers, larger capacity models, energy-efficient heating mechanisms, and multi-cooking functions (grilling, roasting, baking, dehydrating) expand the utility of air fryers beyond traditional frying, making them a more versatile appliance in modern kitchens. Eco-conscious advancements, such as energy-efficient heating systems and sustainable materials, further appeal to UK consumers who are increasingly aware of their environmental footprint. In addition, manufacturers are leveraging attractive design aesthetics and compact builds that cater to smaller kitchen spaces commonly found in urban homes. Product differentiation through unique features—such as faster preheating, quieter operations, and easy-clean non-stick baskets—is also intensifying competition, thereby driving innovation cycles in the market. With leading brands actively collaborating with retailers, influencers, and chefs to highlight new features and applications, product innovation is not only fueling demand but also encouraging repeat purchases and upgrades. As UK consumers continue to value both technological convenience and multifunctionality in appliances, the pace of innovation in air fryers will remain a strong and sustained growth driver.

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Key Market Challenges

Intense Market Competition and Price Pressure

One of the foremost challenges facing the United Kingdom air fryer market is the increasingly intense level of competition, both from international and domestic appliance manufacturers. The market has attracted a wide array of players, ranging from established global brands with strong reputations in kitchen appliances to newer entrants offering low-cost alternatives. This saturation has created a highly competitive landscape where companies must continuously invest in marketing, innovation, and distribution to maintain visibility and relevance. While this competition has broadened consumer choice, it has also driven significant price pressure, particularly as budget-friendly models flood online platforms and discount retailers. Many consumers in the UK are price-sensitive, especially in the current economic climate marked by inflationary pressures and rising living costs, which has heightened demand for affordable models at the expense of premium offerings. As a result, manufacturers often face narrow profit margins and are compelled to engage in aggressive pricing strategies and frequent promotions to attract buyers. Furthermore, premium air fryers with advanced features such as smart connectivity, dual baskets, or larger capacities must constantly justify their higher price points, which becomes difficult when low-cost alternatives claim to deliver similar outcomes. This commoditization effect reduces differentiation and makes it harder for brands to secure long-term consumer loyalty. The challenge for market players is therefore twofold: to innovate in ways that truly set their products apart while balancing affordability in a market where price wars are intensifying.

Consumer Awareness and Perception Barriers

Although air fryers have gained significant traction in the UK, consumer awareness and perception issues continue to act as barriers to market expansion. For many potential buyers, particularly older demographics, there is still skepticism about the effectiveness and value of air fryers compared to traditional cooking methods such as ovens, grills, and stovetops. Some consumers perceive air fryers as just another fad appliance or associate them primarily with cooking frozen snacks, rather than recognizing their broader utility in preparing full, healthy meals. This lack of awareness about the appliance’s multifunctionality limits adoption in certain segments of the population. Moreover, misconceptions persist regarding the flavor and texture of foods prepared in air fryers, with some consumers doubting whether low-oil cooking can truly replicate the taste of deep frying. Education remains a significant challenge, as brands must continuously invest in marketing campaigns, live demonstrations, and influencer-driven recipe content to highlight the versatility and health benefits of air fryers. Another perception barrier lies in the relatively bulky design of some models, which deters urban households with smaller kitchens from making a purchase. Additionally, while younger consumers are generally more receptive to innovative kitchen appliances, convincing traditional households to transition away from familiar cooking methods remains an uphill task. Overcoming these perception gaps is critical for the sustained growth of the air fryer market, requiring brands to communicate clearly about the appliance’s advantages while dispelling myths that limit its broader adoption.

Supply Chain Disruptions and Rising Operational Costs

Another key challenge impacting the UK air fryer market is the vulnerability of supply chains and the resulting escalation in operational costs. Air fryers, like many small kitchen appliances, rely heavily on global manufacturing hubs, particularly in Asia, for production and sourcing of components. Any disruptions in these supply chains—whether due to geopolitical tensions, trade restrictions, rising shipping costs, or shortages of raw materials—directly affect the availability and pricing of air fryers in the UK market. Recent years have highlighted this fragility, with global events such as the COVID-19 pandemic, shipping bottlenecks, and fluctuations in raw material costs causing significant delays and inventory shortages for many brands. Additionally, inflationary pressures in the UK have led to rising costs for energy, logistics, and retail operations, all of which erode profitability for manufacturers and retailers alike. Currency fluctuations also pose risks for import-dependent players, as unfavorable exchange rates can increase procurement costs, which may either be absorbed by manufacturers—further straining margins—or passed on to consumers, potentially dampening demand. On top of these operational challenges, stricter sustainability regulations in the UK and Europe are placing additional compliance costs on manufacturers, requiring adjustments in packaging, energy efficiency standards, and recycling processes. Smaller players, in particular, struggle to cope with these pressures, leading to uneven competition in the marketplace. Unless manufacturers develop more resilient supply chains, diversify sourcing strategies, and streamline operations, supply-side challenges will continue to constrain growth and put stress on pricing strategies in the UK air fryer market.

Key Market Trends

Rising Integration of Smart Technology and Digital Features

A prominent trend shaping the UK air fryer market is the growing integration of smart technology and advanced digital features, reflecting the broader evolution of connected appliances in modern households. Today’s consumers expect more than basic functionality from their kitchen gadgets, and manufacturers are responding with air fryers equipped with Wi-Fi or Bluetooth connectivity, app-based controls, and compatibility with virtual assistants like Amazon Alexa and Google Home. These features allow users to remotely monitor cooking, set timers, and receive notifications, all from their smartphones, enhancing convenience and customization. Many advanced air fryers now include touch-screen interfaces, digital presets for specific foods, and intelligent sensors that automatically adjust temperature and cooking time for optimal results. Some models even come with recipe databases built into companion apps, making it easier for consumers to experiment with different cuisines without guesswork. In the UK, where technology adoption is high, particularly among younger demographics, this digital transformation of kitchen appliances aligns with consumer expectations for seamless integration across devices. Additionally, smart air fryers are increasingly marketed as energy-efficient tools that optimize cooking processes, appealing to eco-conscious households. While such innovations are currently more common in premium models, the rapid pace of technological adoption suggests that smart features will soon become mainstream across mid-range categories as well, reinforcing this as a central trend in the UK market.

Expansion of Product Versatility and Multifunctionality

Another key trend influencing the UK air fryer market is the shift toward product versatility and multifunctionality. Initially positioned as alternatives to deep fryers, air fryers have now evolved into multi-cooking appliances capable of roasting, grilling, baking, reheating, dehydrating, and even slow cooking. This expanded functionality is particularly attractive to UK consumers who often live in smaller homes or apartments where kitchen space is limited, making compact, all-in-one appliances highly desirable. The demand for multifunctional devices also reflects a broader consumer preference for value-driven purchases, where one product can serve multiple needs, thereby reducing the need for additional appliances. Manufacturers are capitalizing on this trend by introducing innovative designs such as dual-basket or dual-zone air fryers that allow users to cook different dishes simultaneously at varying temperatures. Some models also feature combination cooking technologies, integrating air frying with pressure cooking, convection, or steam functions, enabling broader recipe options. This versatility not only caters to diverse dietary preferences but also supports the growing trend of at-home culinary experimentation, as consumers increasingly attempt restaurant-style dishes within their kitchens. In a competitive market like the UK, where differentiation is essential, multifunctionality has become a major selling point and a trend that will continue to redefine consumer expectations of what an air fryer can do.

Growing Influence of Social Media and Recipe Culture

The role of social media and the emerging “recipe culture” is another transformative trend in the UK air fryer market. Platforms like TikTok, Instagram, and YouTube have become central to shaping consumer behavior, with countless influencers and home chefs showcasing creative air fryer recipes, tips, and product reviews. Viral trends such as “air fryer chips” or “air fryer desserts” have amplified consumer curiosity and created widespread buzz, turning the appliance into not just a cooking tool but also a lifestyle product. This trend is particularly powerful among younger audiences who seek inspiration online for quick, easy, and creative meal preparation. Beyond simple snack recipes, social media has also highlighted the versatility of air fryers in preparing healthier meals, aligning with the UK’s growing emphasis on wellness. Moreover, community-driven recipe sharing has fostered a sense of engagement around the product, encouraging more frequent use and enhancing perceived value. Brands are increasingly leveraging this trend by collaborating with influencers, sponsoring recipe challenges, and launching marketing campaigns centered around user-generated content. For instance, some manufacturers integrate QR codes on packaging that link directly to video recipes, tapping into this digital engagement. As consumers in the UK continue to rely heavily on online platforms for lifestyle inspiration, social media-driven recipe culture will remain a powerful trend that sustains enthusiasm and adoption for air fryers.

Segmental Insights

End Use Insights

In United Kingdom, The residential segment dominated the air fryer market, as households increasingly adopt these appliances to support healthier eating habits and fast, convenient cooking. Rising consumer awareness about the health benefits of reduced oil consumption, combined with the demand for versatile cooking appliances, has made air fryers a popular kitchen staple in many UK homes. Residential adoption has been further accelerated by lifestyle changes such as hybrid work arrangements, which have led to more frequent home cooking and meal preparation. Families, young couples, and single professionals represent the core customer base, with demand spanning from entry-level models to high-capacity, smart-enabled air fryers.

Distribution Channel Insights

In United Kingdom, the Supermarkets and hypermarkets serve as major retail points, giving consumers the advantage of in-person product demonstrations, immediate purchases, and trust in established retail chains. These outlets often stock leading global and domestic brands, supported by seasonal promotions and bundled discounts, making them attractive to cost-sensitive buyers. Specialty stores, meanwhile, cater to consumers seeking premium appliances or those looking to explore advanced features through expert consultations. These outlets play an important role in building consumer confidence for higher-priced models, especially those with smart technology and multifunctional capabilities.

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Regional Insights

In United Kingdom, The England market holds the largest share of the UK air fryer market and remains the leading regional segment. England’s dominance can be attributed to its high population density, strong urbanization, and the concentration of middle- to high-income households that are more inclined toward investing in modern kitchen appliances. Cities such as London, Manchester, and Birmingham act as key demand centers, where consumers prioritize convenience, energy efficiency, and health-conscious cooking solutions. The well-developed retail infrastructure in England, including the presence of major supermarkets, hypermarkets, and specialty appliance stores, coupled with a robust online shopping culture, provides consumers with easy access to a wide variety of air fryer models. Additionally, England has a strong base of younger, tech-savvy consumers who actively engage with social media-driven trends, including air fryer recipes and product reviews, further driving household adoption. Given these dynamics, England is set to maintain its leadership role, supported by continued innovation and consumer preference for premium multifunctional appliances.

Recent Developments

• In 2024, Cosori, a prominent air fryer brand, raised $25 million in funding to enhance its international presence. This investment aims to support the development of new models featuring energy-efficient and eco-friendly technologies, catering to the growing consumer demand for sustainable kitchen appliances. The funds will also facilitate the expansion of Cosori's market reach, including increased distribution in the UK, aligning with the rising popularity of air fryers in the region.
• Nestlé announced the expansion of its Maggi Air Fryer product line in the United Kingdom in 2024. This move supports modern cooking trends by offering consumers convenient and healthier meal options tailored for air fryer use. The expanded range aims to meet the increasing demand for air fryer-compatible food products, reflecting the growing adoption of air fryers in UK households.
• In 2024, Aldi introduced a 2-in-1 Microwave Air Fryer in its UK stores. Priced at £119.99, this multifunctional appliance combines the convenience of a microwave with the healthier cooking benefits of an air fryer. Featuring 11 power settings and 17 cooking programs, it caters to various meal preparations, accommodating the growing consumer preference for versatile and space-saving kitchen appliances.
• In 2025, the Ninja CRISPi Air Fryer achieved a significant milestone by becoming a best-seller on Amazon UK. Priced at £104.80, this model offers a modular design with separate components like glass containers and crisper trays, making it convenient for small kitchens.

Key Market Players

• Koninklijke Philips N.V. 
• Newell Brands Inc. 
• SharkNinja, Inc. 
• Haier Group Corporation 
• Spectrum Brands, Inc. 
• Tefal S.A.S. 
• ProCook Limited 
• Vesync Co., Ltd. (COSORI) 
• Instant Brands (EMEA) Limited 
• Ultimate Products PLC (Salter).

Report Scope:

In this report, the United Kingdom Air Fryer market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• United Kingdom Air Fryer Market, By Product Type:

o   Drawer Type

o   Lid Type

• United Kingdom Air Fryer Market, By Distribution Channel:

o   Supermarkets and Hypermarkets

o   Specialty Stores

o   Online

o   Others

• United Kingdom Air Fryer Market, By End Use:

o   Residential

o   Commercial

• United Kingdom Air Fryer Market, By Region:

o   England

o   Wales

o   Scotland

o   Northern Ireland

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the United Kingdom Air Fryer market.

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Company Information

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