Healthier Cooking at Home with Philips Airfryers and NutriU App

Cooking made easier across Asia Pacific where consumers prepared healthier meals more frequently with the help of Philips Airfryers and NutriU App during the pandemic

Healthier Cooking at Home with Philips Airfryers and NutriU App

In APAC, more than a third of NutriU App users were male. This statistic increases to over 40% in Malaysia.


Kuala Lumpur, Malaysia – Philips Domestic Appliances has unveiled insights gathered from usage data of the Philips NutriU app, which saw downloads increasing exponentially during the height of the pandemic, from 2020 to 2021.

The recipe platform, which is paired with the Philips Airfryer, has over 240,000 users across eight countries in Asia Pacific (APAC), including Malaysia, Australia, Indonesia, New Zealand, Singapore, South Korea, Thailand and Vietnam.

The data revealed that healthy recipes gained traction among Philips Airfryer users, which reflected the attitudes and behaviour around healthy cooking during the pandemic.

More than a third of users (36.29%) in APAC were males; this statistic goes up to 40.76% percent in Malaysia.

Consumers were spending more time at home during the pandemic, with many making a conscious effort to keep them and their families healthy by preparing more home-cooked meals.

In a survey conducted among 541 NutriU users in 2021, Philips Domestic Appliances found that the combined use of the Philips Airfryer and NutriU App helped 86% of respondents prepare healthier meals more frequently during the pandemic.

Revolutionising Cooking in the Kitchen

Launched in 2019, the NutriU App contains thousands of nutritious recipes curated by nutritionists and chefs that do not compromise on taste.

It is equipped with tips and recommendations and has a wide range of recipes for frying, baking, grilling and roasting, making it the perfect companion when used alongside the Philips Airfryer to prepare healthy, tasty meals. Cooking experience becomes seamless with NutriU​.

The NutriU App also has a community on its platform, where consumers can share their culinary creations, as well as get ideas and inspiration from other users.

Globally, the application has seen the number of downloads increase fivefold from 2019 to 2022, while in APAC, the number of downloads increased threefold between 2020 and 2021. Meanwhile, Malaysia has seen an exponential uptake in app downloads during the pandemic with over 16,770 downloads.

Role of data, new tech for Philips Domestic Appliances
Data collected on the use of our Philips Airfryer across the APAC 78% of users cooked more often at home with the air fryer using the NutriU-app

Foods During the Pandemic

Consumers have increased their focus on health and well-being due to the pandemic, with most of them boosting their immunity through exercise and healthy eating.

Insights from the NutriU data found that healthier recipes such as air fried sweet potato chips received more views, together with recipes that had healthier ingredient substitutes, such as sweet potato brownies and chocolate avocado muffins.

In Malaysia, chicken recipes are immensely popular with top main courses including chicken drumettes, chicken breast and roasted Asian chicken wings. Top snack recipes include chicken nuggets and country chicken tenders.

Cooking Made Easy

Russian Invasion of Ukraine and The Momentum In Malaysia’s Economic Recovery
The market may expect an increase in corporate defaults, especially for firms and sectors that have not yet fully recovered from the pandemic.

The NutriU App, paired together with the Philips Airfryer, has provided consumers with even greater convenience with access to a repository of recipes to create dishes ranging from main courses to desserts.

The NutriU data indicated that during the pandemic, consumers were searching for recipes on the app and experimenting with cuisines from other countries in the air fryer. For example, in Malaysia, popular non-local recipes include salmon filet, pizza, leftover bread fries and roasted garlic.

Furthermore, Malaysians also indulged in chocolate-flavoured desserts, with chocolate lava cake, chocolate cinnamon rolls, chocolate avocado muffins, fluffy muffins and banana bread being some of the most popular recipes visited on the NutriU App, with the latter most being visited by 42% of respondents viewing the banana bread recipe on the NutriU App.

The popularity of these recipes is likely because these ingredients are affordable, easy to find and overall, simple to make and follow.

The Air Fryer

The combination of the Philips Airfryer and NutriU App was well-received by both tech-savvy consumers (aged 25-44) and older consumers (aged 45 and above), who made up 37% and 52% of NutriU App’s users respectively in APAC.

This reflects the ease of use and convenience of both the Philips Airfryer and NutriU App in making cooking easier in the kitchen for people of all ages.

“We are heartened that our innovations have had a positive impact on the lives of consumers, especially during the pandemic.

“We rely on technology to simplify our lives, but it can also reward us with good health in our wellness journey. For example, our Philips Airfryer XXL is the ideal 12-in-1 multi cooking companion. It doesn’t only fry, but also bake, grill, toast, dehydrate and even reheat. Paired with the NutriU app, it does the thinking and cooking for you.

“With Smart Sensing technology, it is the only Airfryer that automatically adjusts time and temperature during cooking. We look forward to continuing to inspire consumers with innovations that help them lead healthier and happier lives,” says Ipek Akinci, Country Manager, Malaysia, Singapore and Emerging Markets, Philips Domestic Appliances.

Philips pioneered the air frying technology in 2010, and since then the air fryer has featured prominently in kitchens the world over, delivering tasty and nutritious homemade meals effortlessly with up to 90% less fat, using little to no oil.

The patented Rapid Air technology creates seven times faster airflow and cooks food evenly in hot air for delicious food that is crispy on the outside and tender on the inside. It is the only air fryer with Fat Removal Technology that separates and captures excess fat.

In addition, the versatility of the fry, bake, grill, roast and reheat features also ensures healthier and tastier meals with maximum taste and minimum fat.