Observed Signal · Aug 11, 2026 · Market Trend Report · Source: Lebensmittelzeitung · Impact: 1/5 · Sentiment: Neutral
Airfryer Boom Boosts Supermarket Assortment
Marktkauf Blankenburg reports a sustained airfryer trend that has expanded from devices into wide parts of the grocery assortment. The store (5,270 m², 125 staff, 68,000 SKUs) shows airfryer labels across frozen, chilled and dry goods. Market data cited: 5.8 million airfryer units sold in Germany in 2025 (up from 1.3 million in 2019), roughly one in two households now owns a device, and specialized airfryer food SKUs generated about €18 million nationwide in 2025. In-store, Edeka's private label 'zuhause' is the top-selling device in Blankenburg, followed by Tefal and then Ninja. Store management and suppliers are staging point-of-sale activations but say a permanent special fixture is unnecessary because the trend sells itself.
Localized retail merchandising and product-trend report with limited direct impact on the AdTech/MarTech industry; useful context for retail and FMCG marketing but not industry-shifting.
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Key Takeaways & Evidence Grounding
- In 2025 Germany sold 5.8 million airfryer devices, up from 1.3 million in 2019 (NIQ).
- Marktkauf Blankenburg store profile: 5,270 m² sales area, 125 employees, 68,000 articles.
- Edeka's private label 'zuhause' is the top-selling airfryer device in Marktkauf Blankenburg, followed by Tefal and Ninja.
- YouGov estimates specialized airfryer food products generated approximately €18 million nationwide in 2025.
Connected Companies & Entities
5 Entities mapped“Surprisingly, the Edeka private label 'zuhause' is the top seller in Blankenburg, followed by Tefal....”
“According to market researcher NIQ, 5.8 million airfryer devices were sold in Germany in 2025....”
“YouGov reports that specialized airfryer products generated around €18 million nationwide in 2025....”
“Dr. Oetker data: about 77 percent of airfryer owners prepare main meals in the device....”
“Ninja, a well-known airfryer brand, ranks third in device sales at the Blankenburg store....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Airfryer Boom Shapes Grocery Retail Offerings
This Lebensmittelzeitung article (published August 18, 2026) reports on how the Airfryer trend, which began as an appliance craze, has expanded across multiple product categories in grocery retail. The piece highlights a Neu-Ulm REWE store run by Sven Thietz as an example of how Airfryer-themed products are presented across aisles, and notes retailer demand for greater product variety and genuine innovation to improve in-store merchandising. The publisher is Lebensmittelzeitung / Deutscher Fachverlag GmbH.
German Discounters Expand Store Networks
Germany's discount supermarket chains continued to expand their store networks and increase average sales areas into 2025. Around 15,800 discount stores existed at year-end in Germany—43 more than the prior year. Netto recorded the largest net store gains; Aldi and Lidl operate the largest-format stores while Penny is at the smaller end of the scale. The article was published by Lebensmittelzeitung on 2026-07-31.
Kaufland opens redesigned Cuxhaven supermarket
Kaufland opened a redesigned Kaufland Center in Cuxhaven in February 2026 in the former Real building (Real occupied the site until autumn 2021). The 4,600 m² sales area offers about 30,000 articles with wide aisles, optimized wayfinding, expanded chilled/frozen sections and a visible nonfood strategy that includes brands acquired from Lidl. Private-label products contribute nearly 28% of sales. The location hosts local partners—a pre-checkout butcher and an in-center pharmacy that handles e-prescriptions and home delivery—and neighboring retailers such as Woolworth, NKD and dm. The store employs around 90 people under house manager Jeanette Wilde, features self-service checkouts and scan-and-go via handheld scanners or the Kaufland app (used in roughly 15% of transactions), and sits on property acquired by the Schwarz Group.
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