Some consumers think it could be

“You know, everything is so convenient and readily available with the touch of a button or voice-activated. So it makes things very convenient in a fast-paced environment or fast-paced world we live in, but at the same time, I think a lot of the technology is making us dumb and lazy.”—Sharon A., 25

 Holding the tray of the air fryer or oil frying machine

Don’t get us wrong, US consumers have embraced food technology in their kitchens. Forty-seven percent own air fryers, 18% own smart refrigerators, and 6% own a home hydroponic system. Beyond simply owning these devices, some consumers even use them – a lot! For instance, among air fryer owners, 48% report using it at least weekly. This isn’t surprising when we consider cooking is the number one task consumers want technology to support in their food lives. Consumers find the greatest value in devices that save them time in the kitchen and simplify or improve their cooking. We respectfully suggest there’s nothing dumb about feeling empowered in the kitchen and having more time to enjoy life. And we know from our time with consumers that the use of such kitchen technology is often very occasion-driven and does not necessarily speak to a lack of cooking prowess. 

The next step in this food-tech evolution is for food and beverage manufacturers to more deeply understand how product innovation can work better with consumers’ new kitchen technologies to create more engaging and seamless experiences overall.

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