In kitchens across South Africa, air fryers are rapidly taking on everyday cooking tasks, from quickly crisping up those weekday chicken nuggets to baking local favourites like melktert on a slow Sunday afternoon. If you haven’t jumped on the air fryer trend yourself, chances are your friends or family have, and by now, many of us have tasted something delicious cooked in one.
The Data Behind the Boom: Air Fryer Ownership Is Soaring
What many South Africans may not realise is just how quickly this modern appliance has claimed its spot on our kitchen counters. According to BrandMapp, an independent annual survey canvassing over 33 000 South African adults in households earning R10,000 or more per month (the Consumer Class), the rise of air fryers is no small trend. In fact, air fryer ownership grew from 26% in 2022 to 41% in 2023 among middle-income households.
More Than a Microwave: A New Kind of Kitchen Essential
Much like the microwave oven before it, the air fryer is a countertop appliance that delivers on promises of speed and convenience. But that’s where the similarities end. Unlike the microwave, which heats food using radiation, the air fryer’s method is entirely different — and its culinary impact is, too. Rather than replacing the microwave, it complements it, acting as a quicker, more efficient challenger to the traditional oven.
Why the Sudden Surge in Popularity?
So, what’s driving this rapid adoption across South African homes?
The air fryer, affectionately called the “lugbraaier” by some locals, uses a heating element and a fan to cook food through convection, delivering that sought-after crispy texture without needing large amounts of oil. For health-conscious consumers or those focused on weight management, this is a major advantage. While the flavour differs slightly from traditional frying, the texture is comparable, and often preferred for everyday use.
Another key benefit? Energy efficiency. In a time when power usage and cost savings are top-of-mind, the air fryer offers a faster, more energy-conscious alternative to firing up the hob or oven. This combination of health benefits, economic practicality, and modern convenience suggests that South Africa’s love for air fryers may be more than a phase.
Brandon De Kock, BrandMapp’s Director of Storytelling says, “What we’ve seen is a more than 50% increase in air fryer footprint over just 12 months. To put that in perspective, air fryer ownership is now on par with vacuum cleaners! It’s quite possible that there’s going to be a whole generation that grows up using it as their primary cooking appliance, just like what happened with microwave ovens back in the 80s. If you look at where we are right now, BrandMapp shows that almost 90% of the middle class have one, and we have seen establishment data showing that almost 60% of all South African households cook in microwaves. So, while some people have been quick to dismiss the air fryer as a fad, the ‘snackwich of the 21st Century’, it’s hardly fanciful to imagine that it could be on a completely different trajectory. In fact, we could well be witnessing a generational behavioural shift here.”
Given price points and limited counter space, it’s not surprising that the top-end of South African households dominate with 72% owning air fryers. De Kock says, “That’s a massive uptake in a short space of time. It’s also important to note that more than half of households from R40K upwards own air fryers, and that even in lower mid-income households of R10K to R15k, 23% have air fryers. This speaks to the constantly aspirational South African consumer society responding to a product that fits their lifestyles and is clearly just at the right price level.”
As is often the case, SA’s middle class seems to be following international trends. Reports in the United Kingdom put air fryer ownership at 30% and in the USA, recent estimates exceed 50%. However, you look at it, the global air fryer marketplace remains highly lucrative, and the same is clearly true for the local market. As recently as November last year, one of our largest grocery retailers made headlines with reports that air fryers remained the hottest item on their Black Friday menu with a massive fivefold increase in sales compared with the previous year.
As a window into the world of current consumer trends, there may be “more to this story than a burst of hot air” says de Kock. He goes on to explain, “There is a serious side to it all which can be summed up in one word: convenience. For starters, just like microwaves, the ease-of-use factor is perfect for younger people and significantly more heat-safe than a normal stove or hot plate. And there’s no doubt that it’s really energy efficient and heats up a lot faster than a conventional oven. You can see why parents, for example, setting their kids up when they leave home, might go straight to an air fryer. Sure, it can’t do everything, but the air fryer definitely ticks a lot of boxes.”
That said, they do have several striking limitations. For instance, it will take longer to air fry a crumbed chicken breast than pan frying it, and a small capacity countertop unit might not cater for a roast chicken, but depending on your circumstances, the pros may well outweigh the cons. As de Kock says, “If you live alone particularly, or if your family has very different meal requirements, having a very small, very efficient oven on hand will be a game-changer. And let’s not forget that, as we know from BrandMapp, only half the consumer market is actually into cooking. The other half just want to get something tasty on the table as quickly and easily as possible. So, I certainly wouldn’t be surprised if, when our new BrandMapp 2024 survey is released before the end of the year, air fryer ownership is already up to 50%. Watch this space!”
Want the full BrandMapp report?
Email julie-anne@whyfive.co.za to speak directly with the BrandMapp team to get your hands on the report.