Targeting attractive categories through consumer-driven innovation

Electrolux drew on consumer insight to be the first to bring built-in Air Fry technology to the North American cooker market.

Highlights

• Electrolux has achieved a star rating of 4.6
• Contributed to improved mix in North America
• Increased market share in premium cooking from 2.6% to 10.7%

Air Fry is an attractive, fast-growing category in North America. An air fryer is a countertop kitchen appliance that uses convection to circulate hot air around food in order to cook it.

Customer awareness

A recent study¹⁾ showed that 83% of consumers in the U.S. stated that Air Fry was a critical or important factor in their purchase decision of cooking appliances. Yet, a standalone Air Fryer takes up a lot of space on the kitchen countertop.

Industry-first built-in Air Fryer

To meet this unmet consumer demand, Electrolux equipped the Frigidaire Gallery® front control cooker with the industry-first built-in Air Fryer. This allows consumers to make healthy, crispy and delicious meals for the entire family while eliminating the need for an expensive, bulky countertop appliance.

The Frigidaire Gallery® with built-in Air Fry has been on sale in the U.S. since Q3 2019 and is available in gas, electric and induction.

Strong sales and positive reviews

A national television advertising campaign drove strong sales from September and consumer reviews on social media have been very positive with a 4.6 star rating.

^{1) Lieberman Research Worldwide (LRW), 2018}