United States Air Fryer Market By Product Type (Drawer, Lid), By Technology (Digital, Manual), By Distribution Channel (Supermarkets/Hypermarkets, Multi-Branded Stores, Online, Others), By Region, Competition, Forecast & Opportunities, 2020-2030F

 Market Overview

United States Air Fryer Market was valued at USD 287.82 Million in 2024 and is anticipated to grow USD 419.12 Million by 2030 with a CAGR of 6.46%. The United States air fryer market is experiencing robust growth, driven by increasing consumer preference for healthier cooking methods and the convenience offered by air frying technology. Rising health awareness, busy lifestyles, and the growing demand for oil-free cooking alternatives have significantly boosted the adoption of air fryers in American households. Technological advancements, including multi-functionality and smart features like app connectivity, have further enhanced product appeal. The market is also benefiting from a surge in home cooking trends, especially post-pandemic. Leading brands such as Philips, Ninja, and Cosori dominate retail shelves across e-commerce platforms and physical stores.

Key Market Drivers

Rising Health Consciousness and Shift Toward Low-Oil Diets

One of the primary drivers propelling the U.S. air fryer market is the increasing health consciousness among American consumers. In 2024, The Centers for Disease Control and Prevention (CDC) reports that over 40% of U.S. adults are obese, with obesity rates being similar among men and women. This alarming figure highlights the growing public health challenge of obesity in the United States, which is associated with a higher risk of numerous chronic conditions, including heart disease, type 2 diabetes, and certain cancers. Over the past decade, there has been a marked shift toward healthier lifestyles, with a growing emphasis on low-oil and fat-reduced diets. Consumers are becoming more aware of the link between excessive oil consumption and health issues such as obesity, heart disease, and high cholesterol. Air fryers, which use hot air circulation to achieve a crisp texture with little to no oil, present an attractive solution for those seeking to reduce fat intake without compromising on taste or texture. This health-driven trend is particularly prevalent among millennials and Gen Z consumers, who are more likely to adopt cooking appliances that align with their dietary goals. Additionally, the rise of plant-based and clean eating movements has accelerated the demand for cooking methods that retain nutritional value while minimizing the use of unhealthy fats. Health professionals, influencers, and nutrition-focused blogs often recommend air frying as a superior alternative to deep frying, reinforcing its appeal. As more Americans prioritize wellness and home-cooked meals over processed or fast foods, the air fryer has gained a prominent place in modern kitchens, driving consistent market expansion.

Growing Popularity of Convenient and Time-Saving Kitchen Appliances

Time efficiency and convenience are major purchasing factors in the U.S. kitchen appliance market, and air fryers have gained immense traction due to their ability to deliver quick and easy meals with minimal cleanup. In today’s fast-paced lifestyle, many households—particularly dual-income families and young professionals—seek solutions that streamline meal preparation. In 2024, real disposable incomes in the United States have increased by 3% or more each month, according to the Department of Commerce. Air fryers significantly reduce cooking time compared to traditional ovens or stovetop methods and eliminate the need for preheating or long  cooking cycles. Their user-friendly interface, with digital timers, pre-set modes, and temperature control, makes them accessible even to novice cooks. These features are especially appealing in urban areas where consumers face tighter schedules and limited kitchen space. The growing remote and hybrid work culture has also led to more frequent home cooking, creating an appetite for small appliances that enhance kitchen efficiency. Furthermore, air fryers are multifunctional and capable of baking, roasting, reheating, and grilling, which adds to their value proposition as all-in-one cooking solutions. Their compact size suits small apartments, RVs, and dormitories, catering to diverse household types across the U.S. The product’s versatility and time-saving features have thus established air fryers as indispensable in many American homes, contributing significantly to market growth.

Expansion of E-Commerce and Digital Marketing Channels

The expansion of e-commerce platforms and digital marketing strategies has played a crucial role in accelerating air fryer adoption in the United States. The U.S. Census Bureau, under the Department of Commerce, reported that seasonally adjusted U.S. retail e-commerce sales for the first quarter of 2025 totaled USD 300.2 billion. Major e-commerce platforms such as Amazon, Walmart.com, and Target.com have made air fryers widely accessible to consumers across urban and rural areas, offering a variety of brands, price points, and models. The convenience of online shopping, combined with customer reviews, detailed specifications, and doorstep delivery, has removed traditional retail barriers, allowing even lesser-known brands to capture niche audiences. Furthermore, the influence of digital marketing—including influencer endorsements, YouTube recipe videos, and viral TikTok cooking trends—has significantly boosted consumer interest in air fryers. Social media platforms are filled with content showcasing easy, delicious air fryer recipes, which resonate particularly well with younger demographics and home cooking enthusiasts. Online sales events such as Black Friday, Prime Day, and Cyber Monday have further fueled demand by offering discounts and limited-time offers on air fryers. These platforms also enable brands to engage directly with consumers, gather feedback, and improve product features. As consumers increasingly rely on digital platforms for research and purchases, the growth of e-commerce and digital media will remain a vital driver of the U.S. air fryer market.

Innovation and Product Diversification by Manufacturers

Innovation in design, functionality, and technology has emerged as a key driver in sustaining consumer interest and expanding the U.S. air fryer market. Leading brands such as Philips, Ninja, Instant Pot, and Cosori continuously invest in research and development to enhance product offerings and differentiate themselves in a competitive market. Early models focused solely on air frying, but modern iterations now feature dual-basket systems, transparent viewing windows, Wi-Fi connectivity, voice control via smart home assistants like Alexa and Google Assistant, and compatibility with recipe apps. Some models also integrate dehydration, rotisserie, and convection oven capabilities, transforming them into multifunctional cooking centers. These advancements appeal to tech-savvy consumers who value seamless integration with their digital lifestyles. Moreover, manufacturers have diversified their offerings to cater to various household sizes and price ranges, from compact single-serving models to extra-large units suitable for families. Design elements such as sleek finishes, intuitive touchscreen interfaces, and dishwasher-safe components also enhance user experience and kitchen aesthetics. Innovations that improve cooking efficiency, safety, and ease of use not only boost customer satisfaction but also encourage upgrades and repeat purchases. This continuous product evolution helps maintain a dynamic market landscape and keeps consumer engagement high, ensuring sustained demand and long-term growth for air fryers in the U.S. market.

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Key Market Challenges

Market Saturation and Intense Competition Among Brands

As the popularity of air fryers has surged across the U.S., the market has become increasingly saturated with a wide array of domestic and international brands competing for consumer attention. This saturation has led to intense price competition, making it difficult for companies to maintain strong profit margins without compromising on quality or features. While established players like Ninja, Philips, and Instant Brands continue to dominate, numerous low-cost entrants—particularly from Asian manufacturers—have flooded the online and retail space with budget-friendly alternatives. As a result, consumers face a dizzying number of options, often leading to decision fatigue and brand commoditization. The intense competition also makes it harder for newer or smaller companies to establish a foothold without aggressive marketing or deep discounting, which can strain resources. Additionally, the presence of counterfeit or substandard products in e-commerce marketplaces further disrupts consumer trust and brand loyalty. This overcrowded market environment poses a major challenge for businesses trying to differentiate through innovation, customer service, or durability, especially when price remains a key decision-making factor. Over time, unless brands continuously innovate and enhance their value proposition, the risk of stagnant sales and consumer disinterest may increase, slowing long-term growth.

Limited Consumer Awareness About Long-Term Energy Usage and Safety

While air fryers are marketed as efficient and convenient, there remains a gap in consumer awareness regarding their long-term energy consumption and operational safety. Many users assume air fryers are universally energy-saving due to their compact size and faster cooking times; however, frequent and prolonged use—especially with larger dual-basket models—can lead to noticeable increases in electricity bills. Moreover, some lower-end models may lack adequate insulation or overheat protection, raising concerns around electrical hazards or fire risks if misused. Several reports of overheating, plastic odors, and even minor fires have surfaced over the years, especially with counterfeit or poorly regulated products. These incidents, although not widespread, create skepticism among cautious consumers, particularly older demographics or those with families. The lack of standardized labeling or consumer education around wattage usage, safe operating temperatures, or cleaning practices further compounds this issue. Some consumers are also unaware that improper cleaning—such as neglecting grease buildup—can impair performance or pose fire hazards. Without broader education and transparency from manufacturers about the appliance’s safe operation, maintenance, and energy profile, these concerns may deter adoption among hesitant buyers, particularly those already overwhelmed by the growing number of kitchen gadgets.

Environmental Concerns and Growing Demand for Sustainable Appliances

The growing awareness around environmental sustainability is emerging as a significant challenge for the air fryer market in the United States. Despite being seen as a healthier and energy-efficient alternative to traditional deep fryers, air fryers are not exempt from scrutiny regarding their environmental impact. Most models are made using plastic components, non-recyclable materials, and non-stick coatings, raising concerns about e-waste and the environmental cost of disposal. Additionally, as the market matures and consumers increasingly upgrade to newer, feature-rich models, many first-generation devices end up in landfills, contributing to mounting appliance waste. In an era where consumers are demanding eco-friendly products and brands are being held accountable for sustainability, air fryer manufacturers face pressure to adopt greener production practices, improve recyclability, and ensure the longevity of their products. However, creating environmentally responsible appliances often requires higher production costs, which may not align with the demand for competitively priced units in a saturated market. If companies fail to respond to these sustainability concerns, they risk alienating environmentally conscious consumers, particularly Gen Z and millennial buyers who prioritize eco-credentials in their purchasing decisions. Thus, balancing affordability with environmental responsibility presents an ongoing challenge for long-term market resilience.

Key Market Trends

Integration of Smart Technology and App Connectivity

One of the most prominent trends redefining the U.S. air fryer market is the integration of smart technology, including Wi-Fi connectivity, mobile app control, and compatibility with voice assistants like Amazon Alexa and Google Assistant. Today’s tech-savvy consumers, especially millennials and Gen Z, increasingly favor appliances that align with their digital lifestyles. Leading manufacturers are capitalizing on this by offering air fryers that can be controlled remotely via smartphone apps, allowing users to start, pause, adjust temperatures, or monitor cooking progress from anywhere. Apps like VeSync by Cosori or SmartThings by Samsung not only enable remote operation but also provide access to hundreds of guided recipes, cooking presets, and automatic updates. Voice-controlled air fryers, which allow users to initiate cooking or receive status updates through verbal commands, add a layer of convenience that appeals to multitasking households. Additionally, AI-powered features such as adaptive cooking and personalized recipe recommendations are being explored to enhance user experience. As homes become more interconnected through the Internet of Things (IoT), the demand for smart kitchen appliances, including advanced air fryers, is poised to rise. This trend reflects the broader consumer expectation for convenience, automation, and customization in everyday cooking.

Expansion of Multifunctional and Hybrid Cooking Capabilities

Another key trend driving consumer adoption is the evolution of air fryers into multifunctional kitchen appliances. While early models focused solely on air frying, newer devices now offer hybrid cooking capabilities, including roasting, baking, grilling, dehydrating, reheating, broiling, and even slow cooking—all within a single compact unit. This transformation has significantly boosted their value proposition, particularly for consumers with limited kitchen space or those seeking to reduce clutter from multiple appliances. Brands like Instant Pot, Ninja Foodi, and Breville have introduced advanced models that merge air frying with pressure cooking, steaming, or convection baking, effectively positioning them as all-in-one countertop cooking solutions. These multi-use features cater to consumers looking for versatility without compromising on speed or quality. This trend is especially relevant in urban settings and small households, where compact, space-saving appliances are essential. Additionally, the growing demand for one-pot meals, batch cooking, and meal prepping has fueled interest in air fryers with large-capacity baskets, dual cooking zones, and customizable settings. By offering a broad spectrum of cooking functions in a single appliance, manufacturers are tapping into the consumer desire for convenience, efficiency, and kitchen simplification.

Customization and Personalization of Cooking Experiences

Consumers today are increasingly seeking appliances that offer personalized cooking experiences tailored to their specific dietary needs, preferences, and lifestyle goals—a trend clearly visible in the U.S. air fryer market. Manufacturers are responding by equipping air fryers with customizable cooking presets, adjustable temperature/time settings, and memory functions that remember user behavior and frequently cooked meals. Whether it’s a vegan household seeking optimal crisping for plant-based alternatives or fitness enthusiasts looking for low-calorie, high-protein recipes, air fryers are evolving to meet highly specific user demands. Some app-integrated models allow users to track nutrition values, log cooking history, and access AI-powered recipe suggestions based on dietary restrictions or food availability. There is also a growing number of brands developing niche accessories such as grill plates, baking pans, and skewer racks, which expand recipe options and enhance cooking personalization. Additionally, the trend of themed cooking content—such as keto air fryer recipes, gluten-free options, and diabetic-friendly meals—has gained popularity on platforms like YouTube and TikTok. As customization becomes a core driver of kitchen innovation, air fryers that cater to individualized needs and preferences are finding strong traction among American consumers, reinforcing brand loyalty and repeat purchases.

Eco-Conscious Design and Sustainable Product Innovations

Sustainability is emerging as a key trend in the U.S. air fryer market, as both consumers and manufacturers become increasingly eco-conscious. With environmental awareness on the rise, buyers are beginning to scrutinize not only the performance of kitchen appliances but also their environmental footprint—including energy efficiency, materials used, and end-of-life recyclability. In response, several manufacturers are introducing air fryers made with BPA-free plastics, PFOA/PTFE-free non-stick coatings, and components that are more recyclable or biodegradable. Energy Star certification and low-wattage designs are also gaining relevance, particularly among consumers aiming to reduce household energy consumption. In addition, brands are taking steps toward sustainable packaging, using recycled cardboard and minimizing plastic use in product boxes. Some companies are even exploring modular designs that allow parts like baskets, heating elements, or fans to be replaced rather than discarded entirely, extending product lifespan and reducing e-waste. Consumers, especially those in Gen Z and younger millennial cohorts, are aligning their purchasing decisions with ethical and environmental values. This shift toward green innovation is pushing air fryer manufacturers to not only deliver performance and convenience but also demonstrate a strong commitment to sustainability—making eco-conscious design a powerful differentiator in the competitive U.S. market.

Segmental Insights

Technology Insights

The digital segment is emerging as the fastest-growing category in the United States air fryer market, driven by increasing consumer demand for smart, connected kitchen appliances. Digital air fryers offer enhanced user convenience with features such as touchscreen controls, pre-set cooking programs, temperature accuracy, and integration with mobile apps and voice assistants like Alexa and Google Assistant. These smart functionalities cater to tech-savvy consumers seeking automation and ease of use in their cooking routines. The appeal of digital models is further amplified by their sleek designs, real-time monitoring capabilities, and compatibility with recipe platforms, making them especially popular among younger demographics and busy households. As the smart home trend gains momentum, the digital air fryer segment is expected to outpace traditional models, solidifying its position as a key growth driver in the market.

Distribution Channel Insights

The online segment is the fastest-growing distribution channel in the United States air fryer market, fueled by the convenience of home delivery, wider product selection, and attractive discounts. E-commerce platforms such as Amazon, Walmart.com, and Target.com offer consumers access to a broad range of brands, price points, and customer reviews, simplifying the decision-making process. The rise of digital marketing, influencer-led product demonstrations, and recipe content on social media has further boosted online sales. Consumers, especially younger demographics, prefer shopping online for its flexibility, detailed product information, and ease of comparison. Seasonal promotions like Black Friday and Cyber Monday also drive high online traffic. With growing internet penetration and evolving consumer habits, the online segment continues to outpace traditional retail channels in the air fryer market.

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Regional Insights

The Southern region of the United States dominated the air fryer market due to its large population, growing health awareness, and strong demand for convenient cooking appliances. States like Texas, Florida, and Georgia have seen a surge in adoption driven by urbanization, rising disposable incomes, and lifestyle shifts toward healthier eating habits. The region's affinity for fried and comfort foods has also played a role, with consumers embracing air fryers as a healthier alternative that maintains familiar flavors. Additionally, the South has a high penetration of big-box retailers and a strong presence of e-commerce delivery networks, making air fryers easily accessible. Cultural openness to kitchen innovation and social media trends further strengthens the South's position as the leading regional market for air fryers.

Recent Developments

• In 2024, SharkNinja introduced the Ninja Double Stack XL, an innovative vertical dual-basket air fryer featuring two stacked cooking drawers. This design delivers double the cooking capacity while using 40% less countertop space compared to conventional dual-basket models, making it a standout addition to the market.
• The Typhur Dome 2, launched in 2025 by Silicon Valley’s Typhur startup, features dual‑burner heating, precision fan control, smart recipe support via app, and a self-cleaning mode. Its broad, shallow basket allows quick, even cooking ideal for pizzas or wings.
• In 2025, Chefman launched its 6-Quart Dual Basket Air Fryer, inspired by high-end dual-basket designs. It comes equipped with two 3-quart compartments, an Easy View Window, and a Sync Finish feature that allows both baskets to finish cooking simultaneously, making it a well-regarded and cost-effective choice for households.
• In 2024, Midea launched its new smart air fryer in the U.S.—featuring Wi-Fi connectivity via MSmartHome app, multi-functional cooking (air fry, bake, grill, roast), reduced-fat design, and energy-efficient operation targeting health- and sustainability-minded consumers.

Key Market Players

• Koninklijke Philips N.V.
• De’Longhi Group
• Cuisinart
• NuWave, LLC
• Newell Brands (Oster)
• GoWISE USA
• Breville Group Limited
• Arovast Corporation (Cosori)
• Instant Brands Inc.
• Gourmia

Report Scope:

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

• United States Air Fryer Market, By Product Type:

o   Drawer

o   Lid

• United States Air Fryer Market, By Technology:

o   Digital

o   Manual

• United States Air Fryer Market, By Distribution Channel:

o   Supermarkets/Hypermarkets

o   Multi-Branded Stores

o   Online

o   Others

• United States Air Fryer Market, By Region:

o   South

o   West

o   Midwest

o   Northeast

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the United States Air Fryer Market.

Available Customizations:

United States Air Fryer Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

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