IFA, short for Internationale Funkausstellung, has long been the proving ground for the next wave of consumer tech and home appliances. While expectations this year were pinned on large appliances infused with AI and smarter energy tools, it was the air fryer that quietly stole the show. Multiple brands used the Berlin platform to launch or expand their air fryer portfolios, signalling just how central this category is becoming to everyday kitchens. We feel that this trend may not just be limited to Europe, but globally.
According to market analysts, the global air fryer segment is projected to grow at over 7% CAGR through 2028, with significant traction in Asia-Pacific and Europe. Indian buyers, while price-sensitive, are increasingly open to investing in better build quality, presets, and multi-use cookers. We did see a glimpse of this trend at IFA 2025.
Across pavilions and press briefings, brands made it clear that they're betting big on smarter, sleeker, and more multifunctional cooking companions. From Haier's premium push to Midea's multifunctional marvels, Severin's design-first approach, and Dreame's unexpected culinary debut, the humble air fryer got a global glow-up. Here’s a quick look of what these brands had to offer.
Haier's I-Master 3 air fryer blends design, control and ecosystem thinking
Haier's presence at IFA 2025 extended beyond its usual strengths in refrigerators and washing machines. This year, the company made a noticeable shift towards compact smart kitchen appliances with the debut of its new I-Master 3 air fryer line. While many brands use IFA to test niche products or regional ideas, Haier's showcase felt more strategic. It wasn't just launching a new air fryer or just another product; it was extending its smart home ecosystem.
These air fryers are designed to work within the hOn platform, the same app Haier uses for its European smart appliances. That means users can expect features like remote control, guided cooking recipes, and automated modes that respond to other appliances in the home. There were models on display with see-through cooking windows, split baskets for two-dish preparation, and large capacities suited for family meals. The emphasis was on flexibility, visibility, and integration, rather than just another round appliance with a timer.
For Indian consumers, Haier's is one brand that already has a strong presence in the country's premium appliance market, and while it hasn't yet launched air fryers here, the IFA showcase suggests it's only a matter of time. If and when the I-Master 3 range comes to India, it could raise the bar for what an air fryer is expected to do, especially when paired with a larger smart home strategy. Consumers should expect better app support, more cooking control, and a thoughtful design that complements other appliances in the kitchen.
The biggest takeaway? Haier isn't approaching air fryers as standalone impulse buys. It's treating them as long-term additions to a connected kitchen, and that's a significant shift from the usual budget-first approach we've seen in the Indian market.
Dreame shifts gears, steps into the kitchen
Dreame's reputation in the Indian market so far has been largely built around its high-performance robot vacuum cleaners. The brand has already made waves at this year’s IFA with its stair-climbing RVC, a product that demonstrated just how far it's willing to push in terms of both engineering and automation. However, it did not stop at that and also introduced a new range of kitchen appliances, including its first set of air fryers.
Dreame introduced three new air fryers at the IFA 2024, which include the Tasti Portable Air Fryer, Tasti AF30, and Tasti DZ30. This launch marks Dreame's first attempt at bringing its engineering-led design philosophy to the culinary space.
All three models are built around a dual-source cyclonic heat system that combines spiral air circulation with bottom-mounted heating. This setup helps food cook evenly, eliminating the need for manual flipping, while built-in temperature sensors manage heat to prevent overcooking and reduce excess fat release.
The Tasti Portable Air Fryer is compact and versatile, offering two separate baskets sized at 2.5 and 4.5 litres. A transparent glass chamber provides visibility while cooking, and the unit includes basic steam functionality and five smart presets. Dreame is positioning it as a fast, fuss-free option for healthy, single-serve meals.
The AF30 is more advanced. It features steam-assisted cooking to retain moisture while delivering a crisp finish on the outside. With six built-in cooking modes and an adaptive cooking algorithm that adjusts temperature and time based on the food inside, it aims to make weekday cooking easier and more consistent.
The top-end DZ30 targets larger households. It features an 11-litre capacity split into two independent cooking zones, allowing users to prepare two entirely different dishes at once. It also includes a low-temperature drying function for snacks like dried fruit or chips, expanding its use beyond basic frying.
Dreame hasn't launched any of its kitchen appliances in India yet, and even in the cleaning space, it's still working to strengthen offline visibility. But if the brand applies the same level of engineering depth and polish to cooking appliances as it has to robot vacuums, Indian consumers may eventually see a strong alternative to more established kitchen brands. For now, Dreame's IFA presence was a statement that this is a company that wants to play in more than one room of your home.
Midea's Dual Zone Air Fryer aims to simplify multitasking
At IFA 2025, Midea unveiled the XPRESS MASTER Dual Zone Air Fryer, designed to let users cook two different dishes at the same time. The stacked format gives each chamber its own controls, so the top section can crisp snacks while the bottom bakes or roasts. By finishing both zones together, it removes the common frustration of juggling trays and timings.
Midea also highlighted its new graphene heating system, which reaches up to 1300 degrees Celsius in a fraction of a second. The company says this technology reduces the need for preheating and ensures more even results while saving energy. Alongside the dual zone design, the fryer offers multiple cooking modes, effectively combining the functions of an oven and an air fryer in a compact footprint.
For now, the product is being positioned in Europe, where Midea has been expanding its appliance range. In India, the brand still has very limited visibility, and consumer trust in its premium appliances is yet to be built. The innovation is noteworthy, but until Midea invests in brand presence and service, its air fryers may remain more of an exhibition highlight than a mainstream option for Indian buyers.
Severin focuses on design simplicity and everyday ease
Severin used IFA 2025 to roll out its S-Fry air fryer series, a six-model lineup built around ease of use and everyday flexibility.
The FR 2461 Single offers a 4-liter capacity with eight presets for quick meals, while the FR 2462 Single XXL bumps that up to 7 liters for families. The FR 2463 Dual adds two separate 4-liter baskets with Sync Cook and Sync Finish functions, allowing different dishes to be prepared at once. The FR 2490 Flex introduces a removable divider that can turn one large chamber into two zones, depending on what is being cooked.
For more specialized needs, the FR 2464 Pizza & More uses top-and-bottom heating for crisp pizzas and snacks. At the top of the range, the FR 2468 Duo Stack features two 5.5-liter stackable baskets, a Max Zone for flexible cooking space, and nine automatic programs. All models use PFAS-free nonstick coatings and come with LED touch displays for straightforward controls.
Severin has no immediate presence in India, but the S-Fry series underlines how European brands are approaching the air fryer category with design, capacity options, and user-friendly features that go beyond the basics.
Air fryers are suddenly everywhere
Once seen as a niche appliance, the air fryer has transformed into a serious product category. Rising health awareness, time-strapped lifestyles, and energy-conscious cooking habits have made it a favourite in households across Europe and Asia. In India too, the segment is heating up. With urban kitchens shrinking and oil-conscious diets rising, consumers are now actively looking for compact, versatile cooking gadgets that do more with less.
Globally, analysts project a steady growth trajectory for air fryers, with Europe and Asia Pacific driving the surge. This shift is now being reflected in product development strategies and brand showcases at events like IFA.
