Air fryer – A whole new world of cooking

Yes, the figures are impressive. In Turkey, the prevalence of air fryers rose from 9 percent to 34 percent in just two years. In Brazil, household ownership had already reached 44 percent by 2025, and in Switzerland – as well as in Germany – around one in two households now owns such an appliance. However, figures like these do not fully capture the global impact of the air fryer trend. Even more striking than any statistical data on its popularity are the reports from a leading Danish retailer. According to the retailer, the air fryer ranked first on the list of the most-wanted Christmas gifts in 2023; as a result, in the following year, 44 percent of Danish households owned an air fryer. 

The Dr. Oetker Airfryer Baking Study 2026 also confirms just how established this appliance has become in everyday life. According to the study, almost half of users use the air fryer several times a week, a good three-quarters regularly prepare main meals in it, and just under a quarter already use the air fryer for baking cakes, biscuits or other sweet treats.

This trend sent a clear signal to us at Dr. Oetker, too. In numerous markets, our teams have since then added air fryer cooking instructions to existing products. From Ristorante Piccolissima and Ristorante Piadina, through Bistro Baguette, to Chicago Town Deep Dish or Chicago Town Subs, these products were the first to response to new consumer habits and usage scenarios.

Brazil: Small cakes, big love for air fryers

In Brazil, the air fryer evolved from a kitchen trend into an everyday kitchen essential a
long time ago. Around 44 percent of households own an air fryer, and in general there are more than twelve million air fryers in use. Therefore, it’s no wonder that the air fryer is also being increasingly and more frequently used for baking. After all, it’s perfect for spontaneous moments of culinary delights: a quick cake to go with afternoon coffee, a sweet snack between meals, or a dessert for family and friends. Dr. Oetker Brazil identified this trend early on – and developed products to match the hype, as Head of Marketing Esdras Leite explains.

The ‘Bolo para Airfryer’ cake mix range, brings classic favourite flavours such as chocolate, orange and brownie to the hot-air fryer. The recipes are tailored to typical appliance sizes, require no preheating and deliver freshly baked treats in just a short time.

Also new to the Brazilian product range is the Bom Pra Mim cupcake range. This product line combinesthe benefits of using an air fryer with many consumers’ desire for a healthier diet. Reduced-sugar recipes and ingredients such as oats and fruit offer an alternative for anyone who wants to combine indulgence with a modern lifestyle.

The Brazilian air fryer products impressively demonstrate how a single kitchen appliance can create new moments of culinary enjoyment – quickly, easily and always perfectly suited to the occasion.

Turkey: When the air fryer trend creates a whole new product category

Some kitchen trends come and go. Others change the way we live.

In Turkey, the air fryer clearly falls into the second category. 

With every new appliance, new eating habits also spread throughout households across the country: quick snacks, simple meals and spontaneous moments of indulgence that can be enjoyed without lengthy preheating or extensive preparation.

“We responded to this trend not with a single product, but with a whole world of air fryers.” For savoury treats, the Giuseppe Mini Pizzas were created in the Margherita and Karışık varieties. The handy sizes fit perfectly into the air fryer’s cooking chamber and are ideal for a quick bite between meals, spending a relaxing evening on the sofa or enjoying some spontaneous snack-moments with family and friends.

Fans of sweet treats are also in for a treat. With the Airfryer Cakes Line, Dr. Oetker Turkey has launched three specially developed baking mixes: Chocolate Muffin, Chocolate Cake and Cinnamon Roll. They combine familiar, much-loved flavours with the benefits of the air fryer, making fresh baking quick and easy. 

The new range is aimed at people living alone, small households or those who prefer to
spend as little time as possible preparing meals. Ayça Bayman is certain: “There are currently no direct competitors on the Turkish market that offer consumers the same flexibility when baking in an air fryer and in the oven.”

Germany: sweet classics made in the air fryer

Some baked goods bring back memories the moment you catch a whiff of them. Fresh quark fritters (in german: 'Quarkbällchen') from the bakery, churros from the Christmas market or sweet treats from the funfair. For many people these baked goods create little moments of pleasure that they like to associate with family, friends or special outings.

With the ‘Airfryer Churro Bites’ and the ‘Airfryer Quarkbällchen’, Dr. Oetker Germany is introducing two of these popular classics to the world of the air fryer. Both baking mixes have been specially developed for preparation in the air fryer and combine familiar tastes with the benefits of modern kitchen appliances.

Whilst the Churro Bites, with their delicate cinnamon-sugar coating, are reminiscent of Christmas markets and funfairs, the quark fritters offer a treat that’s crispy on the outside and fluffy on the inside – without any deep-frying smells and without the need to dispose any oil. With just a few extra ingredients, you can make sweet snacks in no time at all and create spontaneous moments of culinary delight at home.

These two product ideas are prime examples of how beloved, traditional baked goods can be adapted to modern eating habits. Whether as a sweet surprise for guests, as a dessert or simply for a little treat between meals: the air fryer becomes a source for both familiar flavours and new moments of enjoyment in equal measures.

Norway: When enjoyment doesn't know a waiting time

Sometimes things just have to be quick. A spontaneous snack between appointments, a
simple meal after a long day, or a little moment of delight when the hunger strikes unexpectedly. It is precisely for situations like these that the air fryer is increasingly becoming an indispensable kitchen aid in many households.

Dr. Oetker Norway has capitalised on this trend with the My Pizza Slice. The product was
specifically developed for preparation in the microwave and air fryer and is aimed at consumers who want flexibility and convenience without compromising on taste. The handy serving size is perfectly suited to the occasions for which modern kitchen appliances are most frequently used today: quick, easy and ready just when you feel hungry.

But it’s not only the speed that matters. Equally important to it is the experience of a conveniently prepared snack that can be effortlessly integrated into everyday life. The air fryer ensures the desired crispiness, whilst its compact size is ideally suited to smaller households and individual moments of culinary enjoyment.

With My Pizza Slice, Dr. Oetker Norway demonstrates how new consumer habits can be
translated into innovative product concepts. The result is a pizza that adapts to the demands of everyday life – rather than the other way round.

Belgium and the Netherlands: The name of the product says it all

Some products reveal at first glance who they’re designed for and when they’re best enjoyed. The Big Americans air fryer pizza snack is no exception. The preferred method of preparation is already included in the name, which is by using an air fryer.

With the Big Americans air fryer pizza snack, the teams are responding to the popularity
of air fryers. The product was specially designed for preparation in an air fryer and combines the savoury delight of a pizza with the convenience and simplicity of modern kitchen appliances. Its compact shape is ideal for spontaneous snack breaks, relaxed evenings in front of the TV or when you’re feeling a little hungry between meals.

Airfryer Baking Powder: When innovation extends to the finer details

The success story of the air fryer has not only led to the creation of new products; it has also led to the reimagination of supposedly well-established ingredients. Air fryer baking powder is one example of a product, which is specifically developed for cooking with the air fryer. It first emerged in Italy and later found its way onto the supermarket shelves in France, Switzerland and Germany too.

The reasoning behind this product is rooted in the appliance’s unique characteristics. Unlike a conventional oven, the air fryer operates with a significantly smaller cooking chamber and intense air circulation. Heat is distributed more quickly, preheating times are eliminated and baking processes are completed in a shorter time. However, it is precisely these advantages that present new challenges for traditional baking powders.

The uniquely developed formula of Airfryer Backin takes these characteristics into account. A modified combination of raising agents ensures that doughs can develop their volume to the optimum degree despite shorter baking times. In Germany, as well as in Switzerland, this role is fulfilled by Airfryer Backin, whilst in France it is the Levure Chimique Alsacienne Spéciale Air Fryer. And in Italy, the traditional product Paneangeli Lievito Pane degli Angeli per Airfryer follows the same approach, demonstrating just how quickly the idea has spread throughout the World of Dr. Oetker. All these products are based on the same fundamental idea: To make baking in an air fryer even more successful.

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