Indonesia air fryer market Size, Share, Growth Drivers, Trends, Opportunities & Forecast 2025–2030

Indonesia Air Fryer Market Overview

• The Indonesia Air Fryer Market is valued at USD 140 million, based on a five-year historical analysis. This estimate aligns with the share of small kitchen appliances within Indonesia’s household appliances sector, which was valued at USD 13.76 billion for all household appliances, with air fryers representing a fast-growing but niche segment. Growth is primarily driven by increasing health consciousness among consumers, the rising trend of home cooking, and the adoption of convenience appliances. The demand for air fryers continues to surge as they offer a healthier alternative to traditional frying methods, appealing to a broad demographic.
• Key cities such as Jakarta, Surabaya, and Bandung dominate the market due to their high population density and urban lifestyle, which fosters a growing demand for kitchen appliances. The concentration of retail outlets and e-commerce platforms in these areas further enhances accessibility, making air fryers a popular choice among urban consumers. Online sales channels are increasingly significant, accounting for a substantial portion of kitchen appliance sales in Asia Pacific, including Indonesia.
• In 2023, the Indonesian government implemented regulations to promote energy-efficient appliances, including air fryers. The “Minimum Energy Performance Standard (MEPS) for Household Appliances, 2023” issued by the Ministry of Energy and Mineral Resources mandates that manufacturers comply with energy consumption thresholds and labeling requirements for kitchen appliances, including air fryers. This regulation encourages manufacturers to adopt eco-friendly technologies and improve energy consumption standards, supporting sustainable practices in the kitchen appliance sector.

Indonesia Air Fryer Market Segmentation

By Type:The air fryer market in Indonesia is segmented into Digital Air Fryers, Analog Air Fryers, Drawer Type Air Fryers, Lid Type Air Fryers, Oil-less Air Fryers, Multi-cooker Air Fryers, and Others. Digital Air Fryers are leading the market due to advanced features such as touch screen panels, quick preheating, and precise temperature control, which appeal to consumers seeking convenience and consistent cooking results. The growing preference for smart kitchen appliances and multifunctional capabilities further strengthens the position of digital models.

By End-User:The market is segmented into Residential, Commercial (Restaurants, Cafes, Hotels), and Others. The Residential segment dominates the market, driven by the increasing trend of home cooking, the rise in health-conscious consumers, and the integration of air fryers as a staple household appliance. Commercial adoption is growing in restaurants and hotels, where air fryers are valued for their energy efficiency and ability to deliver healthier menu options.

Indonesia Air Fryer Market Competitive Landscape

The Indonesia Air Fryer Market is characterized by a dynamic mix of regional and international players. Leading participants such as Philips Indonesia, Panasonic Gobel Indonesia, Sharp Electronics Indonesia, Tefal Indonesia, Maspion Group, Oxone Indonesia, Miyako Indonesia, Cosmos Indonesia, Electrolux Indonesia, LG Electronics Indonesia, Xiaomi Indonesia, Sanken Indonesia, Sanex Indonesia, Mito Indonesia, Hock Indonesia contribute to innovation, geographic expansion, and service delivery in this space.

Indonesia Air Fryer Market Industry Analysis

Growth Drivers

• Increasing Health Consciousness:The Indonesian population is becoming increasingly health-conscious, with a reported 60% of adults actively seeking healthier cooking methods. This shift is driven by rising obesity rates, which reached 28% in urban areas as of the present time. The demand for air fryers, which use significantly less oil than traditional frying methods, is expected to grow as consumers prioritize healthier eating habits, aligning with the government's health initiatives aimed at reducing lifestyle-related diseases.
• Rising Disposable Income:Indonesia's GDP per capita is projected to reach approximately $4,580 in the future, reflecting a recent increase. This rise in disposable income allows consumers to invest in kitchen appliances like air fryers, which are perceived as premium products. As more households can afford these appliances, the market for air fryers is expected to expand, particularly among middle-class families seeking convenience and healthier cooking options.
• Expansion of E-commerce Platforms:E-commerce sales in Indonesia are anticipated to exceed $44 billion in the future, driven by a strong annual growth rate. This growth facilitates easier access to air fryers, allowing consumers to compare prices and read reviews before purchasing. The convenience of online shopping, coupled with promotional offers, is likely to boost air fryer sales, especially among tech-savvy younger consumers who prefer online shopping over traditional retail.

Market Challenges

• High Competition:The Indonesian air fryer market is characterized by intense competition, with over 30 brands vying for market share. Major players like Philips and Xiaomi dominate, but numerous local brands are emerging, leading to price wars and reduced profit margins. This competitive landscape makes it challenging for new entrants to establish themselves, as they must differentiate their products in a crowded market while maintaining competitive pricing.
• Limited Awareness of Product Benefits:Despite the growing popularity of air fryers, many consumers remain unaware of their benefits. A survey indicated that only 40% of potential buyers understand how air fryers can reduce fat content in meals. This lack of awareness hinders market growth, as consumers may opt for traditional cooking methods. Educational campaigns are necessary to inform consumers about the advantages of air fryers, which could significantly enhance market penetration.

Indonesia Air Fryer Market Future Outlook

The future of the Indonesia air fryer market appears promising, driven by increasing health awareness and technological advancements. As consumers continue to prioritize healthier cooking methods, the demand for air fryers is expected to rise. Additionally, the integration of smart technologies into kitchen appliances will likely attract tech-savvy consumers, further boosting market growth. Companies that adapt to these trends and invest in consumer education will be well-positioned to capitalize on emerging opportunities in this dynamic market.

Market Opportunities

• Introduction of Smart Air Fryers:The development of smart air fryers equipped with IoT capabilities presents a significant market opportunity. With an estimated 13 million smart home devices in Indonesia in the future, integrating air fryers into this ecosystem can enhance user experience and convenience, appealing to tech-savvy consumers who value innovation in their kitchen appliances.
• Collaborations with Health Influencers:Partnering with health influencers can effectively raise awareness about air fryers and their benefits. Given that 70% of Indonesian consumers trust recommendations from social media influencers, targeted campaigns can significantly boost brand visibility and consumer interest, driving sales and expanding market reach in a competitive landscape.