UK small appliance trends: What consumers want

Introduction

In 2023 Bryter undertook a European survey of homeowners to find out what small appliances they own, which ones they are planning on buying and which ones they can't live without. You can access a copy of that report here

New research from Bryter reveals how UK consumer attitudes towards small kitchen appliances have changed since 2023, and what brands need to do next.

The UK small appliance market has undergone a significant transformation over the past three years. While some categories remain household staples, changing consumer priorities, economic pressures, and evolving lifestyles are reshaping how people buy, use and value kitchen appliances

Drawing on findings from the Small Appliances Barometer 2026, which compares UK consumer behaviour in 2023 and 2026, several clear themes emerge: the air fryer has become mainstream, energy efficiency now dominates purchase decisions, and younger consumers are driving demand for specialist and aspirational kitchen technology

The Air Fryer is now a kitchen essential

The most striking shift in the UK small appliance market is the rise of the air fryer. Ownership and active use have increased from 44% in 2023 to 60% in 2026, making the air fryer one of the most widely adopted small kitchen appliances in Britain.

What was once a challenger product has now joined the traditional "kitchen holy trinity" of kettles, microwaves and toasters. Meanwhile, other categories have seen more modest growth, including food thermometers (+9%) and bread makers (+5%)

For manufacturers and retailers, this signals an important shift. Future opportunities are likely to come from premiumisation, enhanced functionality and innovation rather than simply converting new users. The air fryer category is maturing

Energy Efficiency is the number one purchase driver

Perhaps the most important strategic finding is the emergence of energy efficiency as the leading consumer purchase consideration. In 2026, 62% of UK consumers agreed that energy efficiency is a key priority when choosing appliances, making it the highest-scoring attitude in the study

This marks a notable change from previous years, with energy-related concerns now outranking healthy lifestyle motivations and product aesthetics. The ongoing impact of household running costs appears to have fundamentally altered how consumers define value.

For brands, this creates clear opportunities to tap into consumer concerns around the ongoing concerns related to the cost of energy and rising household bills:

Promote with energy-saving credentials
Quantify running cost benefits
Highlight efficiency technologies and low-wattage modes.
Make energy performance easy to understand at the point of purchase

In an increasingly competitive market, efficiency messaging may now be more persuasive than lifestyle-led positioning alone

Under-35s are redefining the market

On f the stongest themes running throughout the research is the growing generational divide in appliance ownership and attitudes. Younger consumers consistently over-index across specialist appliance categories and are significantly more likely to embrace innovation

Compared with consumers aged 55+, adults aged 18–34 are substantially more likely to own:

Air fryers
Blenders
Coffee grinders
Rice cookers
Mini ovens
Pressure cookers and multi-cookers
Coffee pod machines

This behaviour reflects broader lifestyle trends. Younger adults are experimenting with world cuisines, investing in healthy cooking, and creating more specialised home cooking experiences

If you want to learn more about UK consumer cooking habits, appliance usage and attitudes towards cooking and kitchen tech, download the Bryter report 'Cooking trends in the UK'

Smart Appliances still haven't gone mainstream

Despite years of industry discussion around connected kitchens and smart home ecosystems, adoption remains relatively low.

The research shows that 89% of UK appliance owners say none of their small appliances are connected. This is virtually unchanged from 2023.

However, there is one important exception. Younger consumers are considerably more receptive to smart features, particularly when artificial intelligence delivers a clear benefit. The report shows 66% of consumers aged 18–34 trust AI to help with recipes, compared with just 16% of those aged 55+

The lesson for brands is clear: consumers are not interested in connectivity for its own sake. They want smarter experiences that solve real problems and improve outcomes

You can access further reports on consumers' attitudes and purchase behaviours in relation to smart appliances via the Bryter reports:

All reports are based on proprietary data from Bryter surveys with consumers and contain key advice and guidance for those working in the manufacture and retail of domestic appliances

Why appliances end up gathering dust

Understanding appliance abandonment is often just as valuable as understanding purchase decisions.

The research reveals that the biggest reasons consumers stop using appliances are lifestyle-related rather than product-related. Nearly half (47%) say they no longer need the product because their lifestyle has changed, while 25% cite lack of space and 19% point to cleaning or maintenance challenges

The implications are significant for product designers and marketers. Factors such as storage footprint, ease of cleaning and versatility may be just as important as performance specifications

Products that can perform multiple functions or fit naturally into changing lifestyles are likely to deliver greater long-term value

What's Next? The emerging opportunity areas

While air fryers dominate today's market, the next wave of growth may emerge from different categories. Among consumers considering future purchases, interest is particularly strong in:

Bread makers
Food thermometers
Stand mixers
Milk frothers
Moka pots
Yoghurt makers

Among younger consumers, these categories perform even more strongly, suggesting growing interest in homemade food preparation, healthier cooking techniques and more personalised kitchen experiences

What this means for domestic appliance brands

The UK small appliance market is no longer driven by novelty alone. Consumers are becoming more selective, more practical and increasingly focused on value.

The key success factors emerging from Bryter's latest research are clear:

Prioritise energy efficiency as a core product and communication strategy.
Treat under-35s as the leading audience for innovation.
Focus on functionality and real-life benefits rather than connectivity alone.
Design products that minimise clutter and maximise versatility.
Identify emerging categories linked to healthy lifestyles and scratch cooking

As consumer needs continue to evolve, brands that build a deeper understanding of motivations, barriers and everyday behaviours will be best placed to develop products that genuinely resonate with future buyers.

Get the full report and learn more

Access the full report covering a broad range of topics including ownership of smart appliances, reasons for ownership, key features, barriers to ownership, view of smart appliances and key consumer concerns

Report is based on a survey of 911 UK consumers. Report includes key demographic splits and data cuts. Access and download the full report here

Want to learn more about how market research and insights can be used by domestic appliance manufacturers? Read our article on domestic appliance research