Retail Knows Why™: The Increasing Demand for Countertop Appliances

Countertop appliances have become a key part of the modern kitchen, as consumers look for quicker, easier and more reliable ways to cook at home.

To understand the trends shaping the market, we spoke with Dinos Vassiloulis, Head of Product Management Electrical at RKW, about the increasing role countertop appliances are playing in everyday cooking.
 

From trend products to everyday essentials

Air fryers continue to dominate the small domestic appliance category and remain a key driver of growth. What’s particularly clear is that they have evolved from a trend product into an everyday essential, with many consumers now using them as a genuine alternative to a conventional oven.

Their appeal lies in speed, ease of use and consistent results with minimal effort. For busy households, particularly families managing weekday meals, air fryers offer a convenient way to cook quickly without relying on the main oven.

As the category matures, innovation is helping to drive both new purchases and trade-up opportunities. Capacity and flexibility are becoming increasingly important, particularly as consumers look for appliances that can adapt to different cooking needs.

RKW’s latest Tower Vortx air fryers reflect this shift, with new formats designed around how households cook day to day. The Tower Vortx XL 10L Digital Single Basket Windowed Air Fryer offers one extra-large basket for bigger portions and batch cooking, while the Tower Vortx 11L Split Dual Basket Digital Air Fryer features split 6.5L and 4.5L baskets for more flexible, multi-dish cooking.

Both models also respond to the growing importance of design and ease of use, with viewing windows, intuitive controls and sleek black finishes that look at home on the kitchen counter.
 

The rise of "worktop wonders"

Alongside air fryers, RKW is seeing strong and consistent demand for what Dinos describes as “worktop wonders”: appliances such as slow cookers, rice cookers and food steamers.

These products meet a different but equally important consumer need. While air fryers often appeal through speed, capacity and mealtime flexibility, worktop wonders are valued for consistency, simplicity and peace of mind.

Their strength lies in taking everyday cooking tasks and making them easier to manage. Rice cookers help consumers achieve reliable results without watching the hob. Slow cookers support low-effort meal preparation throughout the day. Food steamers offer a simple way to prepare multiple dishes while retaining nutrients and flavour.

Importantly, simplicity does not mean a lack of innovation. Tower’s new Sear and Stew Slow Cookers build on the classic “set and forget” format by adding the ability to brown ingredients on the hob before slow cooking, helping improve flavour while keeping the process contained within one pot.

Tower’s new rice cookers also automatically control temperature and timing, with keep-warm functionality that ensures food is ready when needed. Its latest steamers feature multi-tier cooking, fast steam start and space-saving designs suited to modern kitchens.
 

What this means for retailers

The increasing demand for countertop appliances presents a clear opportunity for retailers.

Air fryers remain important because they meet a visible consumer need: faster, more flexible cooking for busy households. At the same time, the continued demand for worktop wonders shows that shoppers are also looking for reassurance, consistency and ease across everyday cooking tasks.

As the category continues to evolve, the strongest-performing ranges are likely to be those that reflect how consumers actually cook today: with a mix of speed, convenience, reliability and confidence.

To find out more about upcoming countertop appliance launches, speak to your account manager or email sales@rkwltd.com to discuss pre-order opportunities.

In the meantime, explore our full range of countertop appliances here: https://rkwltd.com/cooking-appliances

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