Air fryers have moved from trend to kitchen fixture, and frozen and refrigerated brands are positioned to benefit, according to research released by the National Frozen & Refrigerated Foods Association. More than half of air fryer owners say the appliance has led them to buy more frozen foods, yet most products still lack the on-package air fryer directions shoppers want.
The association frames the gap as largely executional: the appliance is creating demand, but packaging, marketing occasions and digital content haven’t caught up. The findings draw on two studies being reported publicly for the first time: NFRA’s Air Fryer Playbook research and a Morning Consult survey of 2,201 U.S. adults, both fielded in September 2025.
“Brands that make it easy to get a great result in the air fryer are earning loyalty,” said Tricia Greyshock, NFRA president and CEO. “Those that don’t are creating an opening for competitors that will.”
Key findings
- Nearly three in four U.S. adults own an air fryer, and half use it at least weekly, with usage highest among Gen Z and Millennials (61 percent weekly each).
- More than half of air fryer users say the appliance has led them to purchase more frozen foods, rising to 66 percent among Millennials and 62 percent among Gen Z.
- 56 percent stock up on frozen or refrigerated products that work well in an air fryer, and 53 percent have discovered new products because they were labeled “air fryer friendly.”
- Only 33 percent of shoppers say most products they buy include air fryer directions, while 45 percent cite on-package instructions as a top driver of increased air fryer use, per NFRA’s Air Fryer Playbook research.
- 43 percent have switched brands to find products with air fryer instructions, and 28 percent have decided against a purchase because instructions were missing.
- When a product meets or exceeds expectations, 84 percent would buy it again and 82 percent would try other products from the same brand.
- Crispier texture (45 percent) and convenience (44 percent) top the qualities associated with air-fried frozen foods.
- Appetizers (40 percent), breakfast items (39 percent) and entrees/meals (39 percent) lead the categories where users want better air fryer options.
- Social media is the top recipe source for 72 percent of Gen Z and Millennial air fryer users, outranking packaging and recipe sites, per the Playbook research.
Underserved occasions
Core users over-index for breakfast, lunch and after-school snacks, according to the Playbook research, while most frozen air fryer marketing focuses on dinner. With 25 percent of full-time workers fully home-based, the association points to lunch as a growing occasion where frozen proteins, snacks and quick meals compete directly with delivery.
The most common user frustration is trial and error to find the right settings (28 percent), followed by portions that don’t fit the appliance and uneven cooking (24 percent each).
Recommendations for manufacturers, retailers
For manufacturers, NFRA recommends adding air fryer instructions and a front-of-pack symbol, designing for crispy, reliable results, investing in YouTube and TikTok recipe content and expanding formats beyond dinner into breakfast, snacks and lunch.
For retailers, the association suggests air fryer-friendly endcaps and freezer door sets, shelf callouts for compatible products and in-app recipes and QR codes that connect shoppers with products at the moment of decision.
The findings are being activated through NFRA’s Your Kitchen’s BFF campaign at EasyHomeMeals.com. The Morning Consult poll surveyed 2,201 U.S. adults in September 2025, with a margin of error of plus or minus 2 percentage points.