The air fryers market - France (2024)

1.2 Global market

The global air fryers market is estimated at *.** billion USD in **** and is expected to reach *.** billion USD by ****, growing at a compound annual growth rate of *.**% over the forecast period.

Global air fryers market size World, **** - ****, in billions of dollars and % Source: ****

In ****, digital air fryers will dominate the market with a **% share, thanks to their advanced features such as touch screens, preset settings and programmed cooking options.touch screens, predefined settings and programmed cooking options, catering to the preferences of younger, technology-savvy consumers. Manual models, accounting for **% of sales, remain popular for their precise control and traditional approach, emphasizing direct involvement in the kitchen. This duality reflects the diversity of consumer expectations between modernity and tradition.

Air fryers market breakdown, by type World, ****, as % of total Source: ****

In ****, residential users accounted for **% of the air fryer market, driven by growing awareness of the benefits of healthy eating. These appliances, which enable cooking with less oil, appeal to consumers concerned about reducing their fat consumption. Their popularity is reinforced by social media and promotion by chefs and food bloggers, while their accessibility increases through various distribution channels.

The commercial sector, with a **% share, takes second place. Here, air fryers ...

1.3 Domestic market

Sales trends in the airfryer market from **** to **** illustrate significant, steady growth, particularly marked in recent years. In ****, the market was worth **.* million euros, rising by **.*% to **.* million euros in ****. This growth accelerates further in ****, with an increase of **.*% (***), and in ****, the market climbs to €**.* million, recording growth of **.*% on the previous year. However, it's in **** that the real explosion takes place, with sales reaching €***.* million, a spectacular ***.*% increase on ****.

Sales trends in the air fryers market France, ****-****, in millions of euros and % Source: ****

Sales volumes in the airfryer market follow a similar trajectory to that of sales, highlighting the strong and growing demand for these appliances. In ****, sales amounted to ***,*** units, and by **** they had reached ***,*** units - an impressive ***% increase.

Air fryer sales trend, by volume France, **** - ****, in thousands of units Source: ****

2.1 The French and small electrical appliances

The small electrical appliance brands listed below are well established on the French market, offering a wide range of quality appliances for different uses in the kitchen, personal care, home maintenance, etc. However, brand popularity can vary according to specific products and individual consumer preferences. However, it should be noted that brand popularity can vary according to specific products and individual consumer preferences, and the French Favourite Brands survey helps to account for the difference in popularity between these different brands.

Percentage of people who like popular small electrical appliance brands France, February ****, in Source: ****

The graph shows that the Moulinex, Philips, Braun and SEB brands are generally more appreciated by older age groups (***), the Dyson brand seems to be the most popular, with "like" percentages of **.*% and **.*% respectively. By contrast, the Krups brand is less appreciated by **-** year-olds, with only **.*% "likes", but this figure rises significantly with age, reaching **.*% among those aged ** and over.

Percentage of "likes" associated with PEM brands by age France, February ****, in Source: ****

There is also a slightly greater interest in these brands among women than men, as shown in the graph below.

Percentage of "likes" associated with PEM brands by gender France, February ****, in Source: ...

2.2 An interest to be exploited

According to Emmanuel Benoit, SharkNinja's Marketing Director for France and Benelux, the growth potential of air fryers lies in their penetration rate. In France, the penetration rate remains below **%, while in the UK it reaches **% and exceeds **% in Scandinavian countries.

Equipment rate for Air Fryers Europe, ****, in Source: ****

In the category of "most requested" small appliance items on Amazon, which brings together the products most often added to customers' wish lists and registers, * of the top ** products are air fryers. This reflects the growing interest of the French in this appliance.

Top ** most requested items - November **, **** - Amazon

2.3 The French and healthy eating

According to Gifam, * out of ** French people believe that cooking is important. [***]

The graph below shows that a proportion of French people claim to follow a specific diet, with alcohol and sugar appearing as the elements most frequently reduced or eliminated. Indeed, **% of respondents say they follow an alcohol-free diet, compared with **% for sugar. Salt, meat and high-fat products are also concerned, but to a lesser extent, with respectively **%, **% and **% of respondents limiting or avoiding these elements.

Today, do you adopt a diet that...? France, ****, in % Source: ****

Young adults (***) remain predominantly concerned with reducing alcohol and sugar, reflecting food choices influenced by different considerations for different age groups.

Today, do you adopt a diet...?, by age group France, ****, in % Source: ****

The graph below highlights that desserts, snacks and other sugar-rich products are the top priority for French people when trying to lose weight, with **% of respondents naming them in first place. This trend is even more marked among women (***). In second place, fat-rich products such as oil and butter are limited by **% of respondents, followed by alcohol, cited by **%. Finally, cheese is mentioned by **% of respondents as a food to be reduced. These choices show food priorities differentiated by gender and ...

3.1 The value chain

The air fryers value chain can be broken down into four main stages:

Design and development: This stage encompasses research and development, innovation and industrial design. It involves studying consumer needs (***) and creating attractive, ergonomic and functional models.

Procurement: This stage involves acquiring the necessary materials, such as stainless steel, plastic, heating elements and electronic circuits.

Manufacturing: This involves the assembly of components in factories.

Distribution: This stage involves the distribution of air fryers online and in stores through the various distribution channels mentioned in section "*.* Home Equipment distribution channels".

3.2 Home Equipment distribution channels

When it comes to physical sales, LSA Conso reports on the changing role of the main distribution channels in the home furnishings sector: supermarkets, hypermarkets and traditional distribution.

*.gSS (***) these are large retail chains specializing in a particular field, such as household appliances, DIY, electronics, etc. These stores offer a wide range of products and services. These superstores offer a wide range of specific products and generally target consumers interested in specific product categories.

*. gSA (***): This term refers to supermarkets that focus primarily on the sale of food products. These include supermarkets and hypermarkets, which also offer a selection of other everyday consumer products, such as household appliances and cleaning products.

*. tRAD (***): This distribution channel includes convenience stores, small independent stores and specialist retailers. It represents the traditional mode of distribution, where products are sold in small establishments, often run by local owners. TRAD stores may specialize in one type of product, or offer a more diversified range.

In ****, physical stores enjoyed good momentum, returning to growth as they recovered from the post-Covid period. this trend was particularly marked among specialists, who alone accounted for **% of the total value of the Home Furnishings market.

Evolution of the weight ...

3.3 Online sales

Online sales of small electrical appliances have grown significantly in recent years, accounting for **% of total sales in the small electrical appliance sector in **** (***) [***]. The rise of e-commerce has transformed consumer buying habits, offering greater convenience and accessibility to products. Online platforms enable consumers to easily search and compare a wide range of products, read reviews and recommendations, and place orders without leaving home. In addition, promotional offers and attractive discounts offered by online retailers have also helped boost sales. Fast, reliable delivery and the ability to return products easily if necessary have boosted consumer confidence in online purchasing. Finally, the COVID-** pandemic played a major role in the boom in online sales, as many consumers preferred to avoid physical stores in favor of online purchases for health safety reasons.

Breakdown of online and physical sales of small electrical appliances France, ****, in Source: ****

Breakdown of online and physical sales of air fryers France, ****, in Source: ****

One variable to take into account in the profile of online consumers is their age group. While the average number of Internet users who buy online is **.*%, this figure varies according to age, and correlates with the age group that consumes the most small electrical appliances. ...

4.1 A fast-growing offering

The evolution of supply in the air fryer market between **** and **** illustrates a spectacular expansion. In just four years, the number of brands has risen from ** to ***, while part numbers have quadrupled from *** to ***. This growth reflects not onlygrowing consumer interest in these appliances, but also intensifying competition between manufacturers.

Growth in the number of air fryer brands France, **** - **** Source: ****

Growth in the number of air fryer references France, **** - ****, in Source: ****

4.2 Unprecedented success

An analysis of the best-selling small appliances and the best air fryers by GQ magazine reveals that the best air fryer brands are :

Ninja Philips Cosori

Air fryers make up **% of Amazon's best-selling small electrical appliances.

Top ** best sellers - November **, **** - Amazon

The best air fryers according to GQ magazine

Source: ****

Advantages of Air Fryers:

Air fryers stand out from conventional deep fryers thanks to their innovative cooking method, offering several benefits.

Low-calorie meals

One of the main advantages of the air fryer is its ability to cook low-calorie meals. This appliance makes it possible to prepare crisp, tasty food with a minimum amount of fat, promoting healthier, more convenient eating.

Less frying odors

Reduced oil use means fewer odors. Another major advantage of the air fryer is its ability to prepare crispy dishes while limiting the usual inconveniences associated with frying. Thanks to hot-air cooking, odors are considerably reduced, making cooking more pleasant, especially in confined spaces or open kitchens.

Less risk of burns

Traditional deep fryers, with their hot oil, are responsible for many burn accidents every year. The air fryer, by using a stream of hot air to cook food, considerably minimizes the risk of burns.

Easy ...

5.1 Regulations

In France, the use of air fryers is governed by a number of regulations, notably concerning food safety and the materials used in their design.

Regulations on materials

Since July *, ****, a European regulation has banned the use of PFOA (***) in the manufacture of everyday products, including cooking appliances such as air fryers. As a result, many models are now labelled"PFOA-free" to guarantee their safety to consumers. However, other compounds from the perfluorinated family, whose toxicity is still suspected but not regulated, may be present in some non-stick coatings.

Source: ****

Sales and manufacturing regulations

The sale and manufacture of household appliances are governed by European directives - listed on the DGCCRF website.

These European norms set standards for labeling, technical characteristics, energy consumption classification, noise or energy efficiency measurement methods, appliance reliability, etc.they also define the responsibilities of suppliers and distributors in terms of label display.

Small electrical appliances, like all household appliances, are required to carry an ENERG label, a standard format for which is shown opposite.

6.1 Positioning the players