ANALYSIS: COUNTER-TOP COOKING Home Appliances
Launching in Summer 2026 from RKW is Tower’s Sear and Stew Slow Cookers build on the classic “set and forget” format by adding the ability to brown ingredients on the hob before slow cooking, delivering improved flavour, all within one pot.
48 Worktop wonders
Countertop, compact cooking appliances, particularly air fryers, continue to be all the rage, but what is driving their popularity, and why are they worth dedicating some space to in your store? ERT reports.
2025 (and slightly more, according to others). Another study, from Good Food Nation, found that 33 per cent of
A the 2,000 respondents
polled, were forgoing use of their conventional ovens completely, in favour of an air fryer. Meanwhile, the UK market for this appliance was valued at $279.42 million (£207m) in 2024, and is projected to reach $438.50m (£325m) by 2030, rising at a CAGR of 7.8 per cent. While this is not the only appliance this feature
will focus on, it definitely deserves special attention, because of these impressive numbers. It’s pretty easy to see why consumers have bought so wholeheartedly in this market. Offering convenience, consistency, space-
ccording to Leatherhead Food Research’s annual survey of UK air fryer use, ownership of the cooking devices has increased 10 per cent year on year, hitting 61 per cent in
saving, health benefits and eco-efficiency (especially pertinent given rising energy costs), these appliances really do tick many boxes. Since they came to prominence in around 2018, the technology has continued
to
develop, to the point now where they are more consistent, more convenient, more flexible, and offer cooking options beyond just air frying. And consumers expect more. They want multifunctionality, and something that looks great on the kitchen worktop.
What consumers want
Demonstrating how the tech is moving forward, Dinos Vassiloulis, Head of Product Management Electrical, from distributor RKW, notes how the company is seeing growing demand for more flexible formats, such as the Tower Elite 11L Flexi Drawer Air Fryer. This takes the two basket/tray concept a step further, allowing
consumers to use it as one large cooking space or divide it into dual zones depending on what they’re preparing.
“That versatility is becoming increasingly
important as consumers look for appliances that can adapt to different cooking needs. “Another area gaining traction is visibility
during cooking. Tower’s Vizion range, for example, features a transparent viewing window so consumers can monitor their food without opening the drawer. This helps to prevent heat loss, improve consistency and support more efficient cooking, benefits that align well with the needs of busy, energy-conscious households.” British consumer technology and small appliance specialist Cello has also seen an uptick in sales of appliances offering multifunctionality. James Rouke, who is Head of SDA Sales for the brand notes that products that can air fry, bake and grill in one unit offer clear value.
“Convenience features such as digital
controls, presets and easy-clean designs are now expected. We’re now seeing a lot more trend colours entering their space as well, away from utility and towards considered designs that blend fashion with functionality, especially for modern kitchens and smaller spaces. At
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