THE AIRFRYER REVOLUTION IN FRENCH KITCHENS
In just a few years, the airfryer has gone from niche novelty to kitchen essential. In France, its rise has been nothing short of spectacular. More than 2.6 million units were sold across the country in 2024, representing a staggering 140 per cent increase from 2023. Today, roughly 27 per cent of French households own one, making it the second most popular small appliance in France after the humble filter coffee machine, according to Capital and BFM TV.
This domestic boom mirrors a global trend. The worldwide airfryer market has soared to €2.6 billion in 2025, according to Grand View Research, and is projected to reach nearly €3.9 billion by 2028. North American households lead adoption at 42 per cent penetration, but Europe, and particularly France has become a crucial growth driver.
Behind the numbers lies a transformation in the way people cook and eat. The airfryer responds perfectly to three powerful consumer trends: the desire to eat better, the return of home cooking, and the search for convenience. Compact and fast, it cooks with little or no oil, preserving flavour and texture while cutting down on fat, an especially appealing prospect in a country where 53 per cent of people trying to lose weight say they actively limit their use of butter and oil, according to a 2024 Toluna Harris Interactive study.
Health, speed and social media: the perfect recipe for success
Originally marketed as a “healthier fryer”, the airfryer quickly expanded its repertoire far beyond chips. Thanks to rapid-circulation hot air, it can roast vegetables, grill meat and fish, reheat pastries or even bake desserts, all with that sought-after crisp finish. The result is a versatile, energy-efficient device that uses up to 60 per cent less electricity than a traditional oven, cooks up to 30 per cent faster, and keeps odours to a minimum.
Its practicality has made it a staple for time-pressed urban households and for those with limited kitchen space or no oven. As teleworking reshapes daily routines, French consumers are turning to simple, fast and reliable cooking methods, and the airfryer has filled that gap perfectly.
But much of its meteoric rise can be traced to social media. Once pigeonholed as a tool for frozen chips, the airfryer is now at the heart of viral recipe culture. On TikTok, Instagram and Pinterest, millions of users share inventive ways to cook everything from salmon bites to churros, courgette crisps and even brioches. Searches for “air fryer recipes” have increased by 600 per cent year-on-year on Pinterest, and the term consistently ranks among the top ten food-related queries worldwide on Google Trends.
In France, entire cookbooks are now dedicated to airfryer recipes, cementing the appliance’s place in everyday culinary life. High-profile chefs are joining in too. Thierry Marx collaborated on a limited-edition model retailing at under €40, equipped with nine preset cooking modes for effortless meals for two to three people. Celebrity chef Cyril Lignac has showcased multiple recipes on YouTube, each video attracting between 70,000 and 100,000 views, demonstrating just how accessible the technology has become.
From industry innovation to lifestyle phenomenon
Manufacturers have rushed to meet demand with ever more advanced and stylish models. Brands like Ninja, Philips, Moulinex and SEB dominate the French market, each refining performance and aesthetics to match evolving consumer tastes. Ninja became France’s top-selling brand in 2024, while Philips, the pioneer behind the very first airfryer launched in 2010, continues to expand its range from entry-level models to app-connected smart devices. Moulinex and SEB, meanwhile, have leaned on their French identity to create compact, elegant versions tailored to European kitchens.
The latest models feature dual baskets, touchscreen controls, integrated notifications, and smartphone connectivity that lets users monitor progress, adjust timing and access curated recipes in real time. Some even include “keep warm” settings and AI-based suggestions that adapt to personal cooking habits.
Industrial food players have followed suit. In the UK, Nestlé’s Maggi introduced dedicated spice and seasoning mixes developed specifically for airfryer cooking, while Dutch retailer Albert Heijn offers ready-to-heat meals in aluminium trays that go directly into the appliance, ready in fifteen minutes. Across France, producers such as McCain and Lamb Weston have launched frozen fries labelled “special airfryer”, promising perfect crispness without the oil bath.
The phenomenon spans categories: from mini emmental sticks by Pickers (McCain) to seaweed croquettes from Belgium’s Nomet Apéro, or shrimp tempura ready in seven minutes at Delhaize. Airfryer-friendly pizzas from Lithuania’s Mantinga and gratins from Albert Heijn’s AH Airfryer line showcase how far the format has evolved beyond snacks. Even plant-based innovation has joined the party, with brands like Strong Roots and Plant Menu offering vegetable bites and protein-rich meat substitutes designed for airfryer cooking.
The sweet tooth hasn’t been forgotten either: from Spain’s Maheso churros filled with hazelnut spread to US brand Trashy Gourmet’s cookie dough portions crafted for airfryer baking.
A healthier, smarter and more connected future
What began as a lockdown experiment has turned into a lasting shift in French and global food culture. The airfryer fits perfectly with today’s expectations: efficiency, health, and reduced environmental impact through lower energy use. For many, it represents a gateway to home cooking, proof that preparing a meal from scratch can be both easy and rewarding.
As the market heads towards €3.9 billion by 2028, manufacturers and food brands alike are betting that this “new way of frying” will continue to dominate kitchen counters. In France, where tradition and innovation so often intertwine, the airfryer’s success story is not merely about convenience, it’s about redefining what modern cooking means.
Find out more at NewFoodData (by ProteinesXTC)
Photo credit: Kawê Rodrigues - Unsplash