List of top 10 companies in Air Fryer Market.
· Koninklijke Philips N.V.
· SharkNinja Operating LLC
· Instant Brands Inc.
· Cosori (Vesync Co., Ltd.)
· Groupe SEB (Tefal/Moulinex)
· Breville Group Ltd.
· Midea Group
· Newell Brands (Black+Decker/Oster)
· Cuisinart (Conair Corp.)
· De’Longhi Group
Koninklijke Philips N.V. – https://www.philips.com/global
Company Overview & Key Offerings: Koninklijke Philips N.V. was founded in 1891 and is headquartered in Amsterdam, the Netherlands. In 2022, the company reported a revenue of $19.6 billion, with an estimated workforce of 69,656 employees in 2023. Philips has the largest market share in the global air fryer segment, at 15%, establishing itself as a market leader.
Product Portfolio & Technological Innovations: Product Portfolio and Technological Innovations: Philips is well-known for its premium air fryers, which are central to its cooking appliance portfolio. The Fat Reduction Technology and Twin TurboStar technology, which use a unique “tornado” of hot air to melt and capture excess fat, are at the heart of its innovation, resulting in healthier meals with up to 75-90% less fat than traditional frying. The patented Rapid Air Technology, which includes a distinctive starfish-shaped pan, provides 360° air circulation for even cooking and consistently crispy results. Philips air fryers are extremely versatile, capable of frying, grilling, roasting, steaming, baking, and toasting, extending their use beyond basic frying. The product line includes a variety of capacities, including the Premium Airfryer (0.8 kg) and Premium Airfryer XXL (1.4 kg / 3 lb / 7 qt), as well as newer models like the 5000 Series Dual-Basket Airfryer with Steam (9.6 qt capacity) and 3000 Series Airfryer (7.6 qt, 6.5 Qt), many of which have cooking windows and up to 16 functions. Digital controls and a QuickControl dial improve the user experience, and the Philips Kitchen+ App offers recipes, tips, and product support.
Competitive Positioning and Unique Selling Propositions (USPs): Philips’ competitive advantage stems from its health-focused approach, which emphasizes significant fat reduction and healthier cooking results. Its patented Fat Reduction and Rapid Air technologies are key differentiators, setting its products apart in a crowded market. The versatility of its appliances, which provide a wide range of cooking options, adds to their appeal. Philips has been the world’s leading Airfryer brand for over a decade, leveraging strong brand trust and a reputation for quality. The user-friendly design and dishwasher-safe components add to the positive consumer experience.
Market Strategy and Target Audience: Philips primarily targets health-conscious consumers and strategically offers a diverse range of multipurpose cooking appliances. Its market strategy is based on continuous innovation in order to maintain leadership and meet changing consumer demands for healthier and more convenient cooking solutions.
Recent development, partnerships, and financial highlights: In September 2022, Philips launched the AirfryerXL Connected in India, which includes smartphone connectivity and Amazon Alexa capabilities. Recent product introductions in 2024/2025 include the 5000 Series Dual-Basket Airfryer with Steam and new 3000 Series Airfryers, indicating a strategic expansion into larger capacities and steam-cooking capabilities. Philips has also collaborated with Michelin-starred chef Gordon Ramsay to promote healthy, chef-quality dishes made with air fryers.
Philips’ strategic direction goes beyond just selling appliances; the company is developing a comprehensive “healthy cooking ecosystem.” The primary technologies, such as fat reduction and rapid air circulation, directly address consumer health concerns. The integration of the Philips Kitchen+ App, as well as collaborations with culinary experts such as Gordon Ramsay, transform the air fryer into a platform that provides content, recipes, and guidance, promoting a healthier lifestyle. This approach goes beyond a simple product transaction to build a deeper, more lasting relationship with the customer, fostering strong brand loyalty and providing a significant competitive advantage.
SharkNinja Operating LLC – https://sharkninja.com/
SharkNinja, which operates under the Shark and Ninja brands, is a rapidly growing global product design and technology firm known for its consumer-centric approach and innovative product development. The company reported strong financial performance, with net sales up 14.7% to $1.22 billion in Q1 2025. SharkNinja has a 9% market share of the global air fryer market.
Product Portfolio and Technological Innovations: SharkNinja is known for its disruptive innovations in the air fryer category. The Ninja Crispi glass air fryer is known for its high performance and quick cooking times. The Ninja CRISPi™ Portable Cooking System, released in September 2024, includes a handheld Power Pod that attaches to clear, PFAS-free glass containers (4-quart or 6-cup capacities). This 1500-watt system intelligently adjusts temperature based on container size, circulates superheated air up to 450°F for even crisping, and has four cooking modes: max crisp, bake, air fry, and re-crisp. The Ninja Foodi DualZone air fryer (8 quarts total) is a notable innovation, featuring two independent baskets that allow for the simultaneous cooking of different foods with varying settings, as well as Smart Finish and Match Cook functions. The Ninja DoubleStack XL Air Fryer is praised for its outstanding performance, individual basket programming, and space-saving vertical design, which can cook up to four foods at once with a XXXL capacity (up to 9.5L). Core technologies include Max Crisp Power (superheated air up to 240°C) and Air Crisp Technology, which produces crispy results with up to 75% less fat. Products are designed for user convenience, with dishwasher-safe, BPA-free components and nonstick coatings free of harmful chemicals such as PFOA, PFOS, lead, and cadmium.
Competitive Positioning and Unique Selling Propositions (USP): SharkNinja’s competitive advantage is derived from its relentless pursuit of innovation that addresses consumer pain points. The Dual-Zone Technology is a significant differentiator because it directly addresses the issue of cooking multiple dishes at the same time, which is a common consumer frustration. Products like the Ninja Crispi are portable and innovatively designed, providing unparalleled convenience for on-the-go use and efficient storage. The brand enjoys high consumer trust and loyalty, with 65% of customers preferring SharkNinja due to positive experiences. The company is widely regarded as a convection cooking innovator, consistently delivering powerful crisping and efficient cooking performance.
SharkNinja follows a unique “social-first organization” strategy, investing heavily in digital and social media marketing (40% of its digital advertising spend) to prioritize storytelling and engage directly with customers. This strategy entails creating relatable, unpolished content and leveraging influencer partnerships to foster genuine product advocacy. The company incorporates social listening and influencer summits into its R&D process, allowing for direct consumer feedback on new products and features, ensuring that offerings are well-aligned with market demands. SharkNinja caters to health-conscious consumers and those looking for easy, time-saving cooking solutions.
Recent development, partnerships, and financial highlights: In September 2024, the company introduced the Ninja CRISPi™ Portable Cooking System. SharkNinja reported a 14.7% increase in net sales in Q1 2025, reaching $1.22 billion, with growth in all major product categories, including cooking and beverage appliances, aided in part by the success of Ninja Crispi. SharkNinja stock is currently rated a “Moderate Buy” by analysts, with an average target price of $127.25. The company is also committed to achieving ESG objectives, such as incorporating modular and repairability design principles into new products by 2024/2025 and expanding its product refurbishment programs.
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Instant Brands Inc. https://instantpot.com/
Company Overview and Key Offerings: Instant Brands, well-known for its Instant Pot multi-cookers and Instant Vortex air fryers, is a major player in the kitchen appliance market. Centre Lane Partners acquired the company’s appliance business after it filed for Chapter 11 bankruptcy in June 2023. Despite this, Instant Brands has a significant presence on major e-commerce platforms, particularly with its highly rated air fryer models.
Product Portfolio and Technological Innovations: The Instant Vortex Air Fryer line has received international acclaim, frequently being voted “Best Air Fryer” across multiple platforms. These air fryers are known for their superior performance and competitive pricing, and they use the same renowned technology as the Instant Pot to achieve consistent results. The Vortex line’s key features include quick heat-up times (more than 200°C in just 2 minutes), a family-sized drawer design that maximizes cooking space, and easy-to-clean removable trays. The intuitive touchscreen panels with control dials and smart programs make cooking easier.
Specific models, such as the Vortex 5.7L, are designed to hold a 1.6kg whole chicken, which is sufficient for a family of four, whereas the Vortex Versazone provides the option of a single large cooking drawer or two separate cooking zones. The Vortex Air Fryer Oven has a 9.5L capacity, multi-level cooking trays, and a glass door to monitor food. The OdourErase filter (in Vortex Plus models) addresses common cooking issues. Many products include PFOA-free PTFE (Teflon) nonstick coatings. The Instant Pot Duo Crisp combines pressure cooking, slow cooking, and air frying in a single 6-quart appliance, providing enormous versatility. Recent releases include the Instant Pot Vortex Plus Dual Black 8QT Air Fryer with ClearCook and the Instant Pot Omni 18L 7-in-1 Air Fryer Toaster Oven.
Competitive Positioning and Unique Selling Propositions (USP): Instant Brands prides itself on providing superior performance at a competitive price. Its pricing strategy makes air fryers more affordable to a wider range of budget-conscious consumers. The company is best known for its combination appliances, such as Instant Pots with integrated air fryer functionality, which appeal to users seeking multi-purpose devices and versatility. The brand uses its established reputation for quality and innovation from the Instant Pot line to instill trust in its air fryer offerings.
Recent Developments, Partnerships, and Financial Highlights: Instant Brands’ most significant recent development was its Chapter 11 bankruptcy filing in June 2023, which was followed by the sale of its appliance business to Centre Lane Partners. Despite the restructuring, the company continues to launch new products, including various Vortex and Omni air fryer models in 2024/2025, demonstrating a continued commitment to product development within its new ownership structure.
Cosori (Vesync Co., Ltd.) – https://www.vesync.com/
Company Overview and Key Offerings: Vesync Co., Ltd.’s brand, Cosori, is a major player in the air fryer market. Cosori was founded on a commitment to innovation and quality, and its mission is to transform kitchens around the world by providing cutting-edge, stylish, and dependable products. The brand is well-known in the industry and has demonstrated strong sales performance, with its air fryers ranking among the best-selling items on Amazon.
Product Portfolio and Technological Innovations: Cosori provides a diverse range of air fryers to meet a variety of household needs. The Cosori Pro LE Air Fryer (5-quart) is praised for its user-friendly controls, safety features, and affordability. The Cosori Dual Blaze Air Fryer is distinguished by its integration with smart home ecosystems (Alexa, Google Assistant), dual heating elements (top and bottom) for more even cooking, and an app that scans barcodes for optimal cooking settings.
The COSORI Air Fryer 9-in-1 comes with expertly designed recipes for balanced nutrition. A notable innovation is the COSORI Air Fryer 2.1QT, which operates at less than 48dB, making it one of the quietest models available. Throughout its product line, Cosori emphasizes advanced air circulation technology that quickly locks in moisture, resulting in juicy interiors and perfectly golden exteriors. Safety features like auto shutoff and overheat protection come standard. Many models have user-friendly touchscreen interfaces and multiple pre-set cooking functions (e.g., 11 presets for French fries, chicken, steak, seafood, and vegetables). Cosori also provides smart models (such as the Cosori Pro II Smart) with Wi-Fi and voice control capabilities. The product line offers a variety of capacities, ranging from mini (2.1-quart) for individuals to dual-basket (9.0-quart) and oven-style (10-quart, 13-quart) models for larger households.
Competitive Positioning and Unique Selling Propositions (USP): Cosori aims to elevate the cooking experience through precision, convenience, and style. A key differentiator is the ability to air fry with up to 97% less oil than traditional deep frying, which appeals directly to health-conscious consumers. Integration with the VeSync app allows for remote monitoring and management, resulting in “smarter and simpler” cooking. Customers consistently praise Cosori’s innovation, efficiency, ease of use, and sleek design. The brand strategically offers models at a variety of price points, including options under $100, making its technology affordable to budget-conscious customers.
Recent Developments, Partnerships, and Financial Highlights: Cosori is expanding its smart product line, with models such as the Cosori Pro II Smart supporting Wi-Fi and voice control. The brand consistently ranks among the top-selling air fryers on Amazon, with models like the COSORI Air Fryer selling 20,000 units per month, reflecting strong market acceptance and consumer demand.
Groupe SEB (Tefal/Moulinex): Company Overview and Key Offerings Groupe SEB, a French consortium, is a global leader in small domestic equipment, including well-known brands such as Tefal and Moulinex. In the first half of 2025, the company’s sales totaled €3,748 million. Groupe SEB has an 11% share of the global air fryer market.
Competitive Positioning and Unique Selling Propositions (USPs): Groupe SEB focuses on developing expertise in the high-end cooking equipment segment and leveraging a multi-brand strategy to meet diverse global consumer expectations. To achieve exceptional results, the company prioritizes innovation and patented technologies. Its products, particularly the Actifry line, stand out by allowing healthier cooking with significantly lower fat content and multi-meal preparation capabilities. The Dual Easy Fry & Grill XXL expands on this by combining air frying, grilling, and dual-zone cooking, catering to versatility and larger family needs. Groupe SEB is known for outperforming the market and increasing its market share in oil-less fryers.
Recent developments, partnerships, and financial highlights: Tefal introduced the Dual Easy Fry & Grill XXL Air Fryer in February 2024. Groupe SEB announced partnerships with La Poste in July 2025 to collect used pans and cookware, demonstrating their commitment to circular economy initiatives. The company also collaborated with Paul Bocuse to develop a line of premium cookware. Groupe SEB is in the process of acquiring Groupe Sofilac (Lacanache, Charvet) to strengthen its position in high-end cooking equipment. The company reported a 0.6% like-for-like (LFL) sales increase in the first half of 2025, with consumer sales up 2.2% LFL, driven by acceleration in Western Europe and continued growth in China.
Breville Group Ltd. Company Overview and Key Offerings: Breville Group Ltd., founded in 1932, is a leading global appliance manufacturer. The company, led by CEO Jim Clayton, reported $1.0 billion in revenue in 2022. Breville has a significant 13% share of the global air fryer market.
Breville’s market strategy is centered on the premium segment, catering to consumers who want multifunctional, high-performance appliances and are willing to invest in quality. The integration with the Breville+ app indicates a strategy to create an ecosystem around its products, providing value-added services and culinary guidance to improve its users’ cooking experiences. The brand caters to discerning home cooks who value advanced technology and versatile tools.
Recent development, partnerships, and financial highlights: In March 2025, the Breville Smart Oven Air Fryer Pro was reduced to USD 280, making its multi-functionality more affordable to consumers. The continued development and promotion of the Breville+ app demonstrate the company’s commitment to a connected cooking ecosystem.
Midea Group Company Overview and Key Offerings: Midea Group is a global technology leader and one of the world’s largest home appliance manufacturers, based in China. The company reported strong financial performance, with Q1 2025 revenue reaching RMB 128.4 billion, up 20.6% year on year, and net profit increasing by 38.0%. Midea is a major player in the air fryer market.
Marketing Strategy and Target Audience: Midea’s market strategy is based on continuous innovation and advanced technology to cater to modern kitchens and active lifestyles. The company’s vision is to build a global brand, with significant expansion efforts in Asia-Pacific and Saudi Arabia, as well as a consumer-centric approach to problem solving. Its emphasis on smart home solutions and cross-border e-commerce suggests a strategy for capturing tech-savvy consumers worldwide.
Recent development, partnerships, and financial highlights: The Midea Flexify™ Pro Air Fryer Oven is set to launch in Fall 2025 at a price of $219. Midea expanded its global partnership with Manchester City Football Club in May 2023, increasing its global brand visibility. The company reported strong financial results for the first quarter of 2025, with revenue up 20.6% and net profit up 38.0%. Midea’s cross-border e-commerce increased by more than 50%, and it opened new regional headquarters and centers in Asia-Pacific and Saudi Arabia. At IFA 2024, the company unveiled its Midea One Oven Series, which features groundbreaking multifunctional built-in ovens equipped with AI cooking technology.
Newell Brands (Black+Decker/Oster): Company Overview and Key Offerings Newell Brands is a global consumer goods company that owns popular kitchen appliance brands such as Oster and Black+Decker. Stanley Black & Decker, Inc., the parent company of Black+Decker, has a 14% share of the air fryer market. Oster has a 100-year history, beginning with clippers and later expanding to blenders and heated cooking tools.
Competitive Positioning and Unique Selling Propositions (USPs): Newell Brands positions its Oster products as providing accessible quality and durability for a variety of kitchen creations. The Oster® Compact Air Fryer Oven distinguishes itself by combining multiple cooking functions into a single, compact countertop appliance, providing a healthier way to fry with significantly less oil. The brand capitalizes on its established presence primarily in North America, through major retailers such as Walmart and Amazon.
Market Strategy and Target Audience: The company’s market strategy is centered on providing low-oil cooking options while also incorporating technological innovations such as intelligent, app-enabled models. It intends to reach a wide range of consumers by providing affordable, multi-functional air fryers at a variety of price points. Newell Brands targets consumers who lead hectic lifestyles and are health-conscious, in line with broader market trends.
Recent Developments, Partnerships, and Financial Highlights: In July 2025, Newell Brands announced a new partnership with Adobe to optimize its content supply chain through generative AI, with the goal of scaling the production of high-impact digital and e-commerce content. The company has also scheduled a webcast for its Q2 2025 earnings results in July 2025.
Newell Brands’ strategy for its kitchen appliance segment, particularly with Oster and Black+Decker, is to provide accessible, multi-functional solutions that cater to the growing demand for healthier and more convenient cooking. The focus on compact designs and significant oil reduction in its air fryers aligns with key consumer preferences. The recent investment in AI-powered content creation tools reflects a forward-thinking approach to digital marketing and e-commerce, with the goal of improving brand communication and reaching a larger online audience.
Cuisinart (Conair Corp.) Company Overview and Key Products: Cuisinart, a brand of Conair Corporation, is well-known in the kitchen appliance industry. Conair was acquired by American Securities in 2021, and the company has since focused on expanding its product portfolio and increasing innovation. Cuisinart has a 9% market share of the global air fryer market.
Competitive Positioning and Unique Selling Propositions (USP): Cuisinart positions itself as a brand that simplifies cooking, shortens preparation times, and improves the overall cooking and dining experience. Its multi-functional air fryer toaster ovens are a key differentiator, providing a variety of cooking options in a single, compact appliance. The brand caters to “home cooks who are looking for more than just a product purchase,” emphasizing tools that improve efficiency without sacrificing quality. Cuisinart’s products are well-known for their high-quality construction and accessories, which include user-friendly mechanical dials and unique, useful functions.
Recent development, partnerships, and financial highlights: Cuisinart collaborated with Prime Video’s holiday release “Red One” in September 2024, using rotational ads and sponsorships to reach engaged audiences during the hectic holiday season. This strategic partnership demonstrates the brand’s efforts to use entertainment platforms for marketing and audience engagement.
De’Longhi Group is an Italian company with a strong presence in the global air fryer market. The company’s CEO is Fabio de’ Longhi.
Market Strategy and Target Audience: De’Longhi’s market strategy includes ongoing innovation to meet changing consumer preferences. It caters to health-conscious consumers who want to fry food with little or no oil while maintaining flavor and texture. The company also wants to provide convenient and compact solutions for households.
Recent Developments, Partnerships, and Financial Highlights: In June 2025, De’Longhi expanded its espresso machine lineup with the introduction of the La Specialista Touch and the Dedica Duo, demonstrating the company’s commitment to combining elegance and innovation across all product categories. The company reported strong growth momentum, with its household division growing by 7.2% in Q1 2025, outperforming the market.
