Air Fryer Demand Declines As Kitchen Appliance Market Evolves

The plummeting air fryer sales reveal the overall pressure on the small kitchen appliance market, mainly due to fading pandemic benefits, over - consumption, and product homogenization. However, emerging categories like coffee machines and baby & maternity appliances suggest new market opportunities. Companies should increase R&D investment, cultivate niche markets, expand sales channels, strengthen branding, and optimize product structures to seize opportunities and win in this evolving landscape. The market is shifting, and adaptation is key to success for small appliance manufacturers.

Remember when "air fry everything" was the culinary mantra of the moment? That siren call led millions to purchase air fryers, only for many of these once - trendy appliances to now gather dust in kitchen cabinets. This phenomenon isn't isolated — it reflects a broader transformation occurring in the small kitchen appliance market.

The recent "Double 11" shopping festival revealed startling data: kitchen appliance sales plummeted across major e - commerce platforms. Air fryers — once the darling of the category — suffered particularly dramatic declines. Market research firm AVC reported that during weeks 45 and 46 of 2023 (October 30 - November 12), air fryer sales dropped approximately 60% year - over - year in online channels, with offline sales declining about 35%.

The downturn extends beyond air fryers. The entire small appliance sector, which experienced explosive growth during pandemic lockdowns, now faces significant pressure. Online sales for the category fell 12.34% in week 45, with unit sales down 22.75%.

The market contraction appears in financial reports. Among Chinese publicly traded kitchen appliance companies, most reported declining third - quarter profits. Two notable examples: Bear Electric saw revenue growth but a 14.46% net profit decline, with western - style appliances (including air fryers) dropping 13.4% in first - half sales. Joyoung, known for soy milk makers, reported 17% declines in both its food processor and western appliance lines, acknowledging risks from intensifying price competition.