Kitchen Appliance Cult
Air Fryers became 2019-2023’s must-have kitchen appliance via social media evangelism. The countertop convection ovens promised fried food without oil, driving billion-dollar industry and cult-like devotion despite being rebranded ovens.
What it is: Convection oven that circulates hot air; marketed as healthy frying alternative
Sales: $1B+ U.S. market (2020); pandemic accelerated adoption
Social media: Millions of air fryer recipe videos; dedicated accounts, Facebook groups (Air Fryer Recipes: 2M+ members)
Common uses: French fries, chicken wings, reheating pizza, vegetables, “everything”
Devotion: Owners insist air fryer changed their lives; recommend obsessively
Reality: It’s a small convection oven; good for some foods, overhyped for others
Criticisms: Takes counter space, small capacity, not actually frying, cleanup difficult
Cultural phenomenon: “Have you tried it in the air fryer?” became meme about obsessive owners
Air fryer represents successful appliance marketing via social proof - users’ enthusiasm selling product better than ads.
Sources:
https://www.consumerreports.org/