Oil-free Fryer, a kitchen’s favorite
The category maintains its constant ascending pace of acceptance. In the last five years, the sales volume grew 194.4% and tends to increase. Data from research firm GfK reveals that, in units, sales increased 32% between January and October 2021, compared to the same period last year.
by Dilnara Titara
Brazilian consumers have been changing their eating habits and food preparation, seeking a modern products with innovative, technological, intuitive and self-sustainable, comments Stefania Bardeli, vice president of marketing at Groupe SEB. “As a reflection of the pandemic, these demands have increased. We believe that the population will maintain this behavior, discovering more and more the universe of electric fryers and all the ease and innovation they can bring.”
During the pandemic, with the closing of bars and restaurants, people started to cook more at home. “The easiness the fryer brings in preparing food along with health conscious enabled an increase in sales. The consumer learned to use the product”, says Maciel Vasconcelos, sales manager at Amvox.
In recent years, this home appliance has proven to be one of the favorites in homes countrywide, says Annette Reeves de Castro, CEO and vice president of Mallory. “Not only is the fryer a healthier option, it’s a more practical and versatile way to prepare meals.”
Easy-to-use is really a feature of this product. “Today, people are discovering that an air fryer is much more than a fryer, it is a complete product that bakes, fries and cooks”, says Thaiane Cortez, marketing manager at Philips Walita.
The excellence in food preparation and the fact that it doesn’t make a mess are some of the differentials, highlights André Kliemann, home appliance product manager at Midea. “Fryers bake, cook and brown, in addition to frying. They are easy to wash, and the timer, with automatic shutdown, makes them work alone, optimizing the consumer’s time.”
This product’s sales success is also due to a healthier lifestyle. “Health care is something present in all age groups and consumer profiles nowadays, which makes this differential the main attribute taken into account at the time of purchase”, comments Flavia Di Celio, marketing and trade marketing manager at Cadence e Oster.
Runner-up
According to market research firm Euromonitor International, the electric fryer ranks second in the world in sales, having peaked during the pandemic, says Marta Schulz, senior marketing manager at Black&Decker. “Investing in an air fryer means buying time, as the meal is prepared almost by itself.”
The category has great potential due to the adhesion of consumers looking for differentiated technology and changes in behavior in food preparation, says Cristiane Clausen, general director of Philco. “The fryer market has presented great opportunities in recent years, pointing to significant growth.”
It is a category that has been highly desired and still has a lot of room to grow. “We are fully convinced of this expansion into the electric fryer market,” says Stefania, from Groupe SEB. “Versatility, practicality and healthy eating are the main selling factors for a fryer”, adds Cristiane Clausen, also general director of Britânia.
“There will always be room for expansion of products that facilitate the routine at home”, says Flávia, from the Cadence and Oster brands. This market has been growing year after year, accelerated by the pandemic. Cooking more at home than before, and the fryer became an essential item in this process, says Bruno L. Pereira, Cadence’s product manager. “In the future, the category should continue to grow, and the fact of preparing food in a healthy way makes all the difference.”
Manufacturers are very optimistic. “The air fryers market continues to grow in Brazil, especially after the consumer learned to use the product and got all the advantages”, explains Eduardo Muniz, marketing director at Mondial Eletrodomésticos. Below, Eletrolar News highlights the good news for retail.
AMVOX
“The easiness the fryer brings in preparing food along with health conscious enabled an increase in sales. The consumer learned to use the product”
Its highlight is the Air Fryer ARF 1205 fryer, with a power of 1400W and a capacity of 4.5 liters. It has an adjustable thermostat of 80ºC and 200ºC, a 30-minute timer and automatic shutdown after cooking. The stainless-steel basket is removable for easy cleaning, has a protection function for excessive temperature rise, handle and structure with touch protection. The product is 32.4 cm high, 27.4 cm wide, 36.4 cm long and weighs 4.05 kg. The company plans to launch four models in 2022
Air Fryer ARF 1205 – Suggested price as of Dec 6, 2021: R$ 499,00.
ARNO
“We believe that the population will maintain these behaviors, discovering more and more the universe of electric fryers and all the ease and innovation they can bring.”
The Arno Airfry Ultra fryer, in ivory color, with chrome accents, has a capacity of 4.2 liters. It has a digital panel, eight programs and Hot Air technology, which allows the uniform circulation of hot air for homogeneous cooking. It has high power of 1620W and reaches a temperature of 200°C. It has a 60-minute timer and a removable basket, which can be taken to the dishwasher
Another oil-free fryer, the Arno Airfry Super Inox IFRY has a stainless-steel finish and a distinctive design. It has a capacity of 4.2 liters and can serve up to six people. It has a removable, easy-to-clean basket that can also be taken to the washing machine. It has a power of 1400W, reaches a temperature of 200°C and comes with a 60-minute timer.
Arno Airfry Ultra – Suggested price as of Dec 10, 2021: R$ 779,90.
Arno Airfry Super Inox IFRY- Suggested price as of Dec 10, 2021: R$ 799,00.
BLACK&DECKER
“Investing in an air fryer means buying time, as the meal is prepared almost by itself.”
The TechnoFryer AFD7Q and AFM5 are two of the brand’s premium fryers. TechnoFryer, which will be launched in February, has a digital panel and stands out for having seven options of preparation programs, including five types of meat, in addition to a specific option for cake and another for French fries. Its internal space is 7 liters. It has a non-stick square basket, easy to clean. Holds 1.5 kg of frying potatoes, a 2 kg whole chicken, or 25 cm pizzas.
With a capacity of 5 liters, the AFM5 is an oil-free fryer, which has a 30-minute sound timer and adjustable temperature between 80°C and 200°C. The non-stick basket comes with a safety lock, preventing accidents, especially with children. The product also has a waste collector compartment to facilitate cleaning and maintenance.
AFM5 – Suggested price as of Dec 2, 2021: R$ 649,00.
TechnoFryer AFD7Q – Suggested price as of Dec 2, 2021: R$ 1.119,00.
BRITÂNIA
“Versatility, practicality and healthy eating are the main selling factors for a fryer.”
Available in black, the Air Fry Britânia Oven BFR2100 has 1800W of power and it is a 4:1 product: roasts, fries, dehydrates and heat up. It has a 9-function digital panel and a removable 3.5L basket with anti-stick finishing. It has a 12L capacity, 0–90-minute timer, with auto-shut off and temperature control from 80-200°C. It comes with 2 shallow roasting platters, and a collecting tray for fat and crumbs.
Another highlight is the Air Fry Britânia BFR11PG Inox Supreme Gold fryer with 1500W of power. It has a 3.35L removable basket, with an anti-stick finishing GOLD. It has 60 minute-timer, and thermostat from 0-200°C, light indicating heating and 4.4L capacity.
Air Fry Britânia Oven BFR2100 – Suggested price as of Dec 10, 2021: R$ 1.359,90.
Air Fry Britânia BFR11PG – Suggested price as of Dec 10, 2021: R$ 899,90.
CADENCE
“In the future, the category should continue to grow, and the fact of preparing food in a healthy way makes all the difference.”
The Digital Contrast Cook Fryer oil-free fryer has 1250W of power, a 3L capacity and a temperature of 80ºC to 200ºC. It has a removable grill for easy cleaning, a 60-minute timer and a digital button with seven pre-programmed functions for roasting, frying, cooking, grilling, heating and defrosting. Available in 127V and 220V versions, weighs 3.6 kg and comes with a one-year warranty.
With a capacity of 3.8 liters, the Super Light Fryer has 1500W of power and is presented at 127V and 220V. It has stainless-steel detailing on the buttons and handle, removable grill, which facilitates cleaning, non-stick coating, 30-timer minutes and temperature ranging from 90ºC to 200ºC. As it is a grill fryer, it prepares meats, vegetables and mini cakes. With one-year warranty.
Super Light Fryer – Suggested price as of Dec 7, 2021: R$ 549,90.
Digital Contrast Cook Fryer – Suggested price as of Dec 7, 2021: R$ 559,90.
MALLORY
“In addition to the fryer being a healthier option, it’s a more practical and versatile way to prepare a variety of meals.”
With a 4L capacity, the Grand Smart deep fryer fries, bakes and gratin. The temperature varies from 80ºC to 200ºC. It has 1200W of power, 30-minute timer, non-slip feet, 1.2 m cable and removable bowl. It is available in 110V and 220V options, with a one-year warranty. Soon, the Smart Frye fryer will be launched, with updated design, temperature from 80ºC to 200ºC, total capacity of 3 liters, removable grid and one year warranty.
Grand Smart Fryer- Suggested price as of Dec 8, 2021: R$ 599,00.
MIDEA
“Fryers bake, cook and brown, in addition to frying. They are easy to wash, and the timer, with automatic shutdown, makes them work alone, optimizing the consumer’s time.”
It features two products, the OvenFryer oil-free fryer and the 5.5-liter oil-free fryer. The OvenFryer has a 12L capacity, allows you to fry or bake food and comes with machine washable shelves and tray and thermal glove to help prepare meals. It has an easy-to-clean glass door and internal light for better visualization of cooking. It has a timer of up to 60 minutes and temperature adjustment up to 200°C. It features automatic shutdown and overheating protection.
Another oil-free fryer, the 5.5-liter fryer, has 3D RapidAir technology, meaning the rapid flow of hot air leaves food crunchy on the outside and soft on the inside. It has a non-stick tray and can be used in the dishwasher. It also features thermostat operating LEDs, a timer of up to 60 minutes, automatic switch-off when removing the tray and temperature selections up to 200°C.
OvenFryer oil-free fryer – Suggested price as of Dec 1, 2021: R$ 1.049,00.
5.5-liter oil-free Fryer – Suggested price as of Dec 1, 2021: R$ 779,00.
MONDIAL ELETRODOMÉSTICOS
“The air fryers market continues to grow in Brazil, especially after the consumer learned to use the product and got all the advantages”
With a 5L capacity, the Air Fryer AFN-50 bakes, fries, cooks and browns. It has stainless steel panel, 1900W of power and temperature control up to 200ºC. It has a 100 mm deep square basket and a timer of up to 60 minutes with automatic shutdown after the preparation is finished. The basket and tub have a non-stick coating. The product is available in black and red, in 127V or 220V versions.
Another product, the Air Fryer AFN-40, with 4 liters of capacity and 1500W of power, bakes, cooks, gratin and fries. It has an integrated stainless-steel panel, temperature control up to 200ºC, and a timer of up to 60 minutes. It has a 100 mm deep square basket and is available in black and red, with voltages of 127V and 220V. In addition to the basket and bowl having a non-stick coating, it has pilot lamps that indicate the product’s operation and heating.
Air Fryer AFN 50 – Suggested price as of Dec 14, 2021: R$ 849,90.
Air Fryer AFN 40 – Suggested price as of Dec 14, 2021: R$ 749,90.
OSTER
“There will always be room for expansion of products that facilitate the routine at home”
The Touch Control digital fryer has a digital panel, which allows you to adjust the temperature and preparation time of the recipe with one-touch. It has eight pre-programmed functions for preparing fish, chicken, beef, vegetables, shrimp and frozen chips. The temperature can vary between 40°C and 200°C. It has a pre-heating function, which guarantees the exact preparation time, as the timer starts counting when the ideal temperature is reached. It has a basket with a 3.3-liter capacity.
Touch Control digital fryer – Suggested price as of Dec 7, 2021: R$ 789,90.
PHILCO
“The fryer market has presented great opportunities in recent years, pointing to significant growth.”
Your Air Fry Gourmet Black PFR15 fryer has a 4-liter capacity, a basket with a non-stick finish and adjustable temperature control between 80ºC and 200ºC. No need for oil in food preparation. It has a timer of up to 60 minutes and Ultra Maxx technology, a non-stick coating that does not stick and is easy to clean.
Another option is the Air Fry Oven Philco 4-in-1 black PFR2200P fryer. The product bakes, fries, dehydrates and reheats. It has a digital panel, 12 liters of capacity and 9 preset functions. It has adjustable temperature control from 80ºC to 200ºC, timer function for up to 90 minutes and internal light. Comes with two perforated baking pans and a 3.5-liter non-stick basket.
Air Fry Gourmet Black PFR15 – Suggested price as of Dec 10, 2021: R$ 749,90.
Air Fry Oven Philco PFR2200P – Suggested price as of Dec 10, 2021: R$ 1.399,00.
PHILIPS WALITA
“Today, people are discovering that an air fryer is much more than a fryer, it is a complete product that bakes, fries and cooks”
The AirFryer Rouge has Rapid Air technology, which allows you to fry, grill, bake and cook recipes without using oil. Fry frozen or fresh foods, maintaining the integrity of even the softest ones, without breaking them up. With an audible timer and automatic shutdown, the base of the fryer has an apex relief, which circulates hot air inside the appliance. It has adjustable temperature control between 80ºC and 200ºC. It has a two-year warranty.
One more product is the Connected (Smart) AirFryer, whose launch is scheduled for the beginning of this year, 2022. The oil-free fryer, highlights the brand, will be an intelligent product, which can be activated remotely, via smartphone.
AirFryer Rouge – Suggested price as of Dec 7, 2021: R$ 1.367,89.
Connected AirFryer – Suggested price as of Dec 7, 2021: R$ 1.899,00.
Source: Eletrolar News #146
