Air Fryer Brand Competition 2023: US, Germany, Philippines

Executive Summary#

Competition among air fryer brands took very different shapes in the US, Germany and the Philippines in 2023. On a leading US marketplace, sales concentrated further among the largest brands ^[1], while on a leading German marketplace the market grew quickly and its structure stayed open to new entrants. On a leading Philippine marketplace the market moved the other way, and sales spread across many smaller brands. We believe these three structures call for a different positioning strategy in each market.

The US: Consolidation Around the Largest Brands#

Air fryer sales on a leading US marketplace consolidated quickly in 2023, as a larger part of sales went to the largest brands and less was left for brands outside them.

Ninja (宁家) built its business on product innovation, such as dual-basket designs and large-capacity models, combined with heavy advertising on the marketplace. As a result, reviews, search visibility and conversion reinforced each other in a way that smaller brands find hard to match at similar levels of investment. Instant Pot (饮尚宝) drew on the brand equity it had already built in other kitchen appliances.

NuWave (纽维福) took a different route, through aggressive product innovation combined with targeted performance marketing, and we believe this route shows that established positions can still be challenged, even as concentration rises.

For new entrants, we believe a direct challenge to the largest US brands would require heavy investment and clearly better products. More realistic ways in include white-label supply to established distribution networks, or niche segments, such as compact single-serving models or very large air fryer ovens, where the largest brands do not yet compete fully.

Germany: An Open Market That Rewards Brand Heritage#

Air fryer sales on a leading German marketplace show a very different competitive environment. The market grew quickly in 2023, while concentration among the largest brands changed only a little. We believe that a market growing this fast with a stable structure leaves an unusually large share of sales open to brands outside the largest group, which makes it attractive to new entrants.

Philips (飞利浦) shows how a European brand with a long history in household appliances can benefit when a category takes off. Its premium positioning reflects the willingness of German consumers to pay for trusted, quality-certified kitchen appliances from brands that have been in their homes for decades.

Russell Hobbs (领豪), an established British kitchen appliance brand with recognition in European households, entered the German air fryer market in 2023. We believe its entry shows that German consumers reward established brand credentials, and also that the market remains open to credible new brands while it is growing this fast.

Aigostar (爱国者之星) offers the closest example for Chinese manufacturers targeting Germany. It sells at low prices in the entry-level part of the market, which is small, but it gives a brand a foothold from which to build its product range and recognition.

The Philippines: Fragmentation Creates Opportunity and Risk#

Air fryer sales on a leading Philippine marketplace changed considerably in 2023, as concentration among the largest brands fell and sales spread across a much wider group of smaller brands.

Philips (飞利浦) sells at a premium in the Philippines despite the market's reputation for price sensitivity, and we believe this shows that the trust consumers place in established global brands can support a premium price in emerging markets too. Filipino consumers appear willing to stretch their budgets for brands they recognise, particularly when they are concerned about quality.

The market has also shown that a position won early through low prices and heavy promotion is hard to hold once better-funded and better-known brands arrive. Xiaomi (小米) has drawn on the recognition of its wider product ecosystem, and LEACCO on competitive new product launches, each combined with marketing suited to the marketplace. Panasonic (松下), which entered the market in 2023, shows that established multinational appliance brands can turn household recognition into early traction, even in a price-sensitive market.

For new entrants, the fragmentation of the Philippine market brings both opportunity and risk. The opportunity is that most of the market's sales go to brands outside the largest group, so there is no entrenched barrier to building a meaningful business. The risk is that an early position does not last on its own, and brands without real product differentiation or the trust of consumers are likely to lose ground when better-positioned competitors arrive.

Key Takeaways#

• On a leading US marketplace, sales concentrated further among the largest brands in 2023, which leaves new entrants less room for a direct challenge
• NuWave (纽维福)'s route, through product differentiation and concentrated marketing spend, shows that even a consolidating US market leaves room for a challenger
• Air fryer sales grew quickly in Germany while its structure stayed open, and Russell Hobbs' entry in 2023 shows that credible new brands can still find room
• Philips (飞利浦) has built on its premium positioning in both Germany and the Philippines, and we believe its European brand heritage carries across markets
• The Philippine market fragmented in 2023, and consumers there switch brands readily, so an early position is hard to hold without sustained investment in products and marketing

About the Data#

This analysis draws on Moojing Market Intelligence data covering Q4 2023.

Moojing analyses brand and category performance across leading marketplaces, and the data in this analysis covers one leading marketplace in each of the US, Germany and the Philippines. For full methodology and additional insights, see the complete Air Fryer Overseas Market whitepaper.