Insights & Trends
Air Fryers Have Earned a Spot in the Kitchen
Our latest research shows that while the usual standbys like microwaves and toasters hold strong, the air fryer is the real standout fully earning its spot in today’s kitchens.
What’s Winning with Home Cooks…
Healthy made easy: People want to cook healthier, and air fryers make that.
It solves real pain points: Faster cooking with better flavor and texture.
Ease is everything: Simple to use and simple to clean.
Source: Data is from a proprietary study with 730 US Consumers who cook and bake at home fielded in October 2025.
Let’s explore how this momentum can unlock new growth for your brand.
Cooking Q/A
Q. What appliances are home bakers using on a weekly basis for desserts?
A. Weekly baking of desserts is anchored by ovens and supported by everyday kitchen appliances like microwaves and mixers, not niche appliances. Desserts of sweet treats that assume specialty appliance usages are designed for a smaller audience.
Source: Data is from a proprietary study with 730 US Consumers who cook and bake at home fielded in October 2025.
Let’s explore how this momentum can unlock new growth for your brand.
80% of Home Cooks Use Smartcuts When Cooking or Baking
80% of home cooks use "Smartcuts" when cooking or baking. Using “shortcuts” like refrigerated cookie dough or cake mixes aren't signs of laziness or cutting corners, it is about confidence and empowerment. These home cooks feel “smart” to be leveraging these time and effort savers in their routine!
Source: Data is from a proprietary study with 730 US Consumers who cook and bake at home fielded in October 2025.
Let’s explore how this momentum can unlock new growth for your brand.
19% of consumers report being GLP-1 Users and nearly half share they are preparing healthier meals.
They’re not leaving the kitchen; they’re choosing cleaner ingredients and simpler recipes.
GLP-1 Users are cooking smaller meals because they simply “don’t have the appetite” for large meals anymore.
This isn’t just about health it’s reshaping how people use their kitchens. These shifts directly impact:
- Product design
- Recipe development
- Portion strategy
- Communication
- Innovation pipelines
Brands that adapt now will better meet the needs of GLP-1 users’....
- Changing appetites
- Simplified cooking habits
- Demand for cleaner and lighter recipes.....and so much more!
Source: Data is from a proprietary study with 730 US Consumers who cook and bake at home fielded in October 2025.
Want to learn more? We’re helping brands unlock Smart Kitchen Insights for GLP-1 Users. Let’s start a conversation.