How healthy attitudes to food and the growth in air frying is creating innovation opportunities across the grocery store in Australia

The inspiration for this blog was the in-market assessment of some of the latest summer launches in the UK from leading frozen food specialist Iceland and industry leader Marks and Spencer. Recognising that we are in the height of the summer launches this blog in particular focuses on the increasing popularity of air frying as consumers continue to look for healthy options.

To set the scene Statista insights into the growth of Air Fryers provides the following insights.

• In the UK the market is estimated at USD$172.23m with a 5-year cagr until 2030
• Europe/Middle East & Africa USD $2.7bn by 2029 with a cagr of 9.18
• Australia $42.35m with a 5-year cagr of 8.62

Other well-regarded sources including the online trade press Food Navigator (30 June 2024) carried and article on air fryer growth and Lakeland one of the leading UK homeware stores reporting sales growth of 1175% vs the previous year as customer looked to follow the air frying trend.

Mordor Intelligence estimated the USA market at $1.26bn in 2025, a cagr of 5.12 and predicted it to reach $1.62Bn by 2030.

A brief internet search using electrical retailer Harvey Norman as they operate in both the UK and Australia highlighted the following;

Recognising both datasets are snap shots what does it suggested?

• Consumer demand for healthier cooking methods is growing
• The outlook for air fryers in multiple key markets is strong based on the CAGR
• Air fryers are relatively affordable, with entry models that will encourage consumers to trial and learn themselves.

This then leads to products, product innovation, ease of customer navigation and how retailers and brand owners are developing products to meet the trend. Taking a snapshot of retailer’s, we collated the following insights, using the term search term on each retailer’s online platform “Air Fry”

Clearly this is not a detailed scientific review but adopting a customer experience and product or sales to maximise the opportunity from the trend.

What did the exercise tell us?

• Inconsistency in product description when setting up online description and search tags as there are clearly more products on the market that are suitable for air frying
• Mixed responsible to the trend between brands and Private label with regards the type of products currently available through this style of search
• Air fryer specific spices, oils or marinades adopting the trend quickly
• Growth opportunity in accessories especially cleaning related
• As a retailer is there a category opportunity as an extension of the convenience food category to deliver an outstanding range of quick, healthier and great value meals supported by the condiments, and homeware products that Air fry focused consumers need?
• As Brand owners and Private Label marketeers is the development of a wider portfolio of products targeting the Air Fry trend part of your growth strategy reflected in your customer insights and innovation plans?
• Does positioning or designing your products for the air fry consumer enhance the consumer experience through taste, quality, speed or cook as examples strengthen your USP?

Prof. Consulting Group

Are you looking to break into the next export market? Look no further than Prof. Consulting Group! With our team of industry-leading experts and extensive range of services, we’ll help you take your business to the next level.

For more information or to discuss how Prof. Consulting Group can support your business, Contact Us Today.