The popularity of air fryers is growing in European homes.
Statista predicts that appliance ownership in Europe will increase by 8.9% by 2024, although penetration in Europe is not yet at the same level as in the US, where 60% of households own the appliance. According to Statista, air fryer sales in the UK increased by 1,175% compared to last year, according to annual figures from Lakeland.
The growth of the sector is fueled by many factors.
Cooking time is reduced by an average of 20 to 25 %. Air fryers use less oil and are therefore healthier. They also use less energy than standard ovens, which is a good thing at a time when households are trying to find ways to cut utility costs.
In an effort to capitalize on the growing demand for air fryers among consumers, manufacturers have launched a number of new products that come ready to use for air fryers or come with air fryer operating instructions.
Counterfeit air fryers are a record success
MJ's Diner launched its new line of ready-to-eat frozen meals in May. These are specially formulated for use with the air fryer. MJ's Diner has created a range of "fakeaway" meal options based on the assumption that 12.5 million households now have the air fryer. This line of "salt and pepper chicken and breaded fish fillet" has seen early success with independent retailers, according to the company. 500 % sales rate higher than other brandsIt is also available from Farmfoods, Poundland and other retailers.
Owner Noel Davis said: “Our range of products is a great solution for people looking to eat quick, tasty meals at an affordable price without having to compromise on quality. We are delighted to provide Brits with a solution that is tailored to their culinary needs.”
Birkenhead-based MJ's Diner has expanded its operations, creating 50 new jobs and increasing production to 350,000 meals a week, the company says. It also plans to expand into Home Bargains Morrisons and Sainsbury's.
Use ingredients wisely
Nestlé announced the following month that it had adapted many of the recent innovations to meet consumer preferences for air fryers. In April, Stouffer launched its Melt-FULLS, a frozen sandwich specifically designed to be cooked in an air fryer.
It also says it has added cooking instructions for its Hot Pockets and DiGiornio personal pizzas to the air fryer, based on consumer feedback that consumers increasingly enjoy eating meals cooked directly in the air fryer.
Swen Rabe is the head of Nestlé's Food Technology Center in Germany. We are able to deliver great culinary experiences through the intelligent use of ingredients, extensive testing and collaboration with Nestlé's R&D chefs.
"A Juggling Act"
In June, free-range company Crave also launched what it claims to be Britain's first air fryer doughnut. Crave Dodoughs come in packs of six doughnuts with sugar rings. They've been specially designed to withstand high temperatures, so they can easily be cooked in the air fryer in five minutes.
Rob Brice, Founder of Dodoughs, said: “We looked at the cooking habits of people today. Air fryers were everywhere and a mainstay in many British kitchens. They are convenient and, when used correctly, produce a delicious Doughnut. We thought it would be a great idea to ensure that Dodoughs could be cooked in air fryers while still producing a delicious product.
He explains that the key to creating a product that could withstand high temperatures in an air fryer was the use of starches, proteins and leavening agents. From the beginning, we had to make sure our product would hold up well in the factory and not lose its hold during the cooking process at home. No one wants to eat a soggy or tough donut.
He admits it was “a bit of a juggle” because there were also instructions for the oven and the microwave. It had to be flexible enough to accommodate three different types of cooking. The leavening agents were tweaked to get better lift at home and during production. We also adjusted the cooking times and the amount of sugar we sprinkled on the product. We didn’t like the idea of an air fryer cooking so quickly that it would burn the sugar or brown the products too quickly.
Growing opportunity
When they launched in June, the Al Islami Foods team in the UAE said they ensured their fully cooked original tempura nuggets were developed to be “air fryer friendly.”
The Halal Tempura Nuggets, which complement the manufacturer's existing product range, such as its 'Zing' range, have been designed to offer the convenience of a 'heat and eat' product without compromising on health.
) A spokesperson says consumers can choose any type of heating method, such as air fryer or microwave. We understand the growing demand for fully cooked cookware as consumers seek easier cooking options due to their busy schedules
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