HARRISBURG, Pa. (September 23, 2026) — Air fryers have crossed from trend to infrastructure. Present in nearly three in four American households, the appliance has permanently changed how Americans cook — and what they expect from the foods they buy. New research from the National Frozen & Refrigerated Foods Association (NFRA) shows that frozen and refrigerated manufacturers and retailers are well positioned to capitalize on that shift. But a set of specific, measurable gaps stand between the current opportunity and realized growth.
Two-thirds of air fryer owners say the frozen and refrigerated products they buy still lack clear air fryer directions. At the same time, more than half say the appliance has led them to buy more frozen foods. The opportunity is real. The gap is largely executional.
The purchase connection is direct
More than half of air fryer owners say the appliance has led them to purchase more frozen foods — rising to 61% among core users, 67% among Millennials and 63% among Gen Z. The connection is strongest among the youngest, most engaged shoppers — precisely the consumers most likely to build long-term frozen food habits around their air fryer.
“Brands that make it easy to get a great result in the air fryer are earning loyalty,” said Tricia Greyshock, president and CEO of NFRA. “Those that don’t are creating an opening for competitors that will.”
The packaging gap is the most immediate fix
Only 33% of shoppers say most products they buy include air fryer directions. On-package instructions are cited by 45% of consumers as a top driver of increased air fryer use — making this one of the highest-return, lowest-barrier actions available to manufacturers right now. A visible air fryer symbol on the front of pack reduces friction further and gives shoppers a clear reason to choose and stay with a brand.
Digital engagement is equally critical
Social media is the top recipe source for 72% of Gen Z and Millennial air fryer users — outranking packaging, recipe sites and word of mouth. Brand presence on YouTube and TikTok closes the gap between inspiration and purchase for the consumer segments most likely to buy more frozen food because of their air fryer.
Breakfast, lunch and snacking are underserved
Core users over-index for breakfast (+13 points vs. average), lunch (+13) and after-school snacks (+10). With 25% of full-time workers fully home-based, the lunch occasion is a growing window where frozen proteins, snacks and quick meals compete directly with delivery. Most frozen air fryer marketing focuses on dinner. The data suggests that’s leaving significant occasion volume on the table.
What this means for manufacturers and retailers
Manufacturers: Add air fryer instructions and a front-of-pack symbol. Design for crispy, reliable results. Invest in YouTube and TikTok recipe content. Expand format development beyond dinner into breakfast, snacks and lunch.
Retailers: Build air fryer-friendly endcaps and freezer door sets. Add shelf callouts for air fryer compatible products. Activate in-app recipes and QR codes to connect shoppers with compatible products at the moment of decision.
The findings are also being activated through Your Kitchen’s BFF at EasyHomeMeals.com, where consumers can find air fryer recipes, meal inspiration, and a chance to win a Typhur Sync Air Fryer.
To learn more or review the full reports, visit the NFRA Member Portal or contact Eric Scarcella at [email protected].
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About National Frozen & Refrigerated Foods Association (NFRA)
NFRA is a non-profit trade association representing all segments of the frozen and refrigerated foods industry. NFRA sponsors national promotions ReDiscover Dairy & Frozen (January), March Frozen Food Month, June Dairy Month, and Summer Favorites Ice Cream & Novelties (June/July); and provides consumer information such as lifestyle content, meal preparation tips, recipes and sweepstakes opportunities through its Easy Home Meals consumer website and social media properties. To learn more, visit nfraweb.org and easyhomemeals.com.
