“Responding to the fact that 48% of households now own an air fryer, more and more food brands are developing new offerings and adding air fryer callouts to their packaging,” Scott Dixon, managing director of The Flava People, told FoodBev. This trend is echoed by Nestlé, which conducted consumer research while developing its latest Maggi air fryer range. Key drivers of the air fryer boomConvenience appears to be the primary driver behind the popularity of air fryers as a kitchen appliance. The company now offers a variety of air fryers, including a portable model designed for families of all sizes. Tony Henson, lead principal development scientist for strategic growth innovation, explained: “Air fryers and forced-air ovens function very differently from traditional fryers.