Air Fryers: an opportunity?

Adapting to change

Every so often, a culinary revolution changes the way we approach cooking.

The introduction of the domestic freezer was a game-changer, revolutionizing household meals. Suddenly, foods that were once rare or exclusive became readily available, while tinned and preserved items took a backseat in our diets. Families experienced a notable expansion in the variety of their daily meals.

Then came the microwave, offering unparalleled convenience and slashing cooking times. Once again, our culinary landscape shifted as we adapted to new possibilities.

The George Foreman Grill emerged, altering the cooking habits of many, followed by the Air Fryer, the latest addition to kitchen technology.

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The rise of the Air Fryer

While the Air Fryer may not hold the same significance as the freezer or microwave, its impact cannot be overlooked. Brands that acknowledge and respond to such influences are poised to thrive, while those that resist change risk falling behind.

During a recent research project for an international food brand, consumers consistently requested Air Fryer cooking instructions. While the argument may be made that cooking in an Air Fryer is akin to using an oven, many consumers sought specific guidance on packaging. Without such instructions, they were less likely to use the product regularly.

Including Air Fryer instructions should now be standard practice, alongside conventional and fan oven instructions.

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Enhancing food experiences

However, the Air Fryer presents an even greater opportunity for brands.

Many individuals are opting to bake traditionally fried foods in ovens to reduce fat and oil consumption. Yet, the transition often results in less enjoyable outcomes.

The Air Fryer offers manufacturers a chance to rectify this issue by reformulating products to achieve a crispier texture reminiscent of fried foods, with minimal fat or oil.

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Leveraging Emotional responses

Achieving the right balance between delivering a satisfying "fried food experience" and promoting the perception of a healthier meal poses a challenge. While the use of "healthier" oils and low-fat claims on packaging may help, consumers' beliefs about the product's healthiness are shaped by various cues during their culinary journey.

Understanding and tracking consumers' emotional responses throughout their interaction with the product is essential. This requires a detailed psychological mapping of their sensory and emotional experiences, which goes beyond standard qualitative research methods.

By leveraging communication strategies and product features to create a narrative of wholesomeness, healthiness, and enjoyment, brands can maximize the opportunity presented by the Air Fryer.

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Chris Lukehurst is a Consumer Psychologist and a Director at The Marketing Clinic:

Providing Clarity on the Psychological relationships between consumers and brands

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