No one would have thought that the long-quiet air fryer market will burst into flames again this year. Foresight Industry Research Institute data show that in the first half of this year, air fryer in a number of small appliances category, excellent performance, sales growth of 271.0% year-on-year.
Fast-paced urban life, many young consumers are more willing to use take-out to solve the problem of three meals. However, the epidemic that emerged earlier this year forced people to quarantine their homes for a period of time and scalp them to start learning to cook for themselves. Many consumers bought breakfast machines, air fryers and other small kitchen appliances to cook gourmet meals, and through social sharing to show their cooking skills, these products are also sought after by young consumers. Some friends of this reporter have bought air fryers and have commented on their experience with them.
At present, China is the world’s largest production market for air fryer walmart, but consumption is still at a relatively low level. According to QYResearch, Chinese brands ranked first in terms of market share in the production of air fryers in the world’s major regions in 2018 at 24.99%, but China’s market share in the consumption of air fryers in the world’s major regions in 2018 was only 6.42%, much lower than the North American market at 51.32%. So, this year’s epidemic triggered a wave of healthy appliances, and whether to promote “healthy cooking” as a selling point of the air fryer recovery?
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The development is still shallow and the pain points need to be solved.
Air fryer in the domestic market is relatively short-lived, in the national grid access to reports on the domestic air fryer, dating back to 2016. A kitchen appliance industry analyst to the national grid, said the air fryer in recent years in the South Korean market is hugely popular, as the net red small appliances also quickly infiltrated the domestic market, but in the domestic market is probably only 5-6 years of development history.
Recent reporters asked a number of data agencies this year, the actual situation of the air fryer industry, the answer was “no statistics related to data”. Some analysts have told reporters that the party too, the boss, Valiant and other mainstream kitchen appliance brands are not on the air fryer market to do the corresponding layout, they also did not open the market for in-depth study. However, according to his observation, the main sales channel of oil fryer walmart for online channels, the United States, Juyang and other brands with small appliances business, its market share is relatively high.
Air fryer due to better communication attributes and social attributes. On platforms such as Xiaohongshu and Jitterbug, many users take the initiative to spread the experience of using these products. Chief Brand Officer Dong Jingjing said, they are not much investment in Xiaohongshu, Shakespeare and other platforms, but many people are uploading and sharing the use of air fryer.
Reporter in the observation of Jingdong platform hot air fryer walmart sales found that the United States, Juyang, Philips, Nepal, Yamamoto, Li Ren and other small household appliances brands and this year from the household goods cross-border layout of China’s small home appliance market Le buckle Le buckle, all have a variety of comments over 10,000 air fryer products, air fryer industry has not yet formed an obvious Matthew effect, some emerging brands also hope to find through this market Some development opportunities. Dong Jingjing introduction, air fryer market this year faster growth rate, responsible for ODM air fryer production of the parent company Jiale appliances, its orders have been lined up to next year, which also reflects the air fryer this year showed a hot trend.
However, there is no denying that the air fryer still exists food taste less than deep-fried, noise and other product pain points, which is the future of the product optimization needs to consider some of the issues.
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In addition, last December a survey in South Korea said its market in 10 models of bacon in air fryer, four products made out of French fries 2A level may be carcinogenic acrylamide content exceeded the standard, the most serious actually exceeded the standard more than twice, but also to the air fryer industry a layer of haze. Some analysts believe that french fries in high-temperature cooking process due to the Medela reaction may produce acrylamide, and can not prove that the air fryer material problems, but 10 different air fryer experimental data results, but also to some extent that the air fryer to reduce the amount of acrylamide generation in the cooking process, there is still some room for improvement.
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Homogeneity and substitutability highlight products How to find points of difference?
In addition to the existence of some pain points in the product, the air fryer industry also exists a serious homogenization of the product, with electric ovens and other products, such as substitutable relationships and other issues.
Currently on the market air fryer is mainly divided into mechanical and touch control type, while the brand’s product innovation is gradually moving closer to the latter. Mechanical products require manual temperature control, can not intuitively understand the internal situation of the cooking process; touch-sensitive products have LCD panel, can intuitively understand the operation of the device, some models are also equipped with intelligent systems and automatic temperature control function, so the touch-sensitive products are also seen as air fryer future development of one of the mainstream models.
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Air fryer in the product publicity claim “oil-free cooking”, so consumers in the purchase of air fryer, will often be compared laterally with the electric oven, but in fact there are some differences in the principle of the two. Ovens mainly through the heating tube heat to cook food, air fryer in addition to a heating tube, but also in the heating tube behind the addition of a fan, you can hot air in a closed cavity for continuous thermal circulation, so that hot air away from the food surface moisture, so as to achieve the purpose of crisp.
Air fryer and electric oven experience advantages and disadvantages are more obvious, the former preheat fast, more energy efficient, more fuel-efficient, suitable for smaller families; the latter has a baking, fermentation and other functions, and has a one-time baking system can be more than one portion of the meal large volume, more suitable for multi-person families and dinners. Due to limited space in the domestic family kitchen, is to buy air fryer or to buy electric oven, often become more tangled in the purchase of a problem consumers.
At present, the air fryer and other categories of functional integration, can improve the frequency of consumer use, can be a direction for future development, such as Juyang launched with air fryer, steam roast, steam steam fryer with three functions, Yo Yo also launched last year, a multi-functional visualization of air fryer. According to the introduction, this air fryer has the functions of traditional air fryer, oven, frying pan, electric grill, microwave oven, fruit machine and 6 different kitchen appliances.
Exactly air fryer is due to the epidemic wave of market heat, or really hit the consumer demand for use, the short term is not known. Some analysts believe that the price of air fryers and electric ovens are comparable, can be generally accepted by consumers is still a question. At present, the air fryer can become a new market for home appliances, the future may also need a period of market verification.
