Thermomix, lidlomix and airfryer. „A little more and it will land in our emblem”

Artificial intelligence robots to assist in caring for the elderly in Japan Reuters / Waseda University Future Robotics Organization Artificial intelligence robots to assist in caring for the elderly in Japan Reuters / Waseda University Future Robotics Organization

Poland ranks as the second largest market for the Thermomix, a high-end and multifunctional kitchen appliance. However, it is not the sole gadget making its way into Polish kitchens. Air fryers, or oil-free fryers, are also gaining popularity. – When we purchase a kitchen robot or any other appliance, we are essentially buying a promise: more free time, restaurant-quality meals at home, and a fairer division of household responsibilities. But is this truly the case? Not always – remarks Agata Bachórz from the University of Gdańsk.

The room is brimming with people, the lights are low, and a subtle melody heightens the anticipation. And then – there it is! The crowd erupts in applause, the atmosphere shifts from suspense to joy. It’s here! The highlight of the evening! A new food processor glides onto the stage.

This was the scene at the unveiling of the latest Thermomix model – TM7, held in Berlin this past February. The scale of the event took many by surprise.

– I think we’ve gone a bit overboard – comments Alicja, a student from Krakow. – I wouldn’t mind if people simply bought it and used it. Yet here we are, engaged in a national debate about a specific kitchen appliance. Soon, Thermomix might become our insignia – she adds.

Perhaps Alicja is too young to be invested in kitchen gadgets. While there’s no research on the subject, observing the participants in Thermomix recipe-sharing forums reveals that many users are mothers. Balancing work and childcare leaves them with little time for cooking, yet they are reluctant to forgo home-cooked meals.

– These gadgets also spark discussions about food. Numerous online groups exist where users exchange recipes, seek advice on what to prepare for celebrations, dates, or how to impress in-laws. A community forms around these topics – notes Dr. Agata Bachórz from the Institute of Sociology at the University of Gdańsk, who examines food culture.

Devices that „cook themselves”

Kitchens are increasingly resembling laboratories filled with specialized equipment. Kitchen machines costing several thousand zlotys (Thermomix, Xiaomi, models available in discount stores), air fryers, bread makers, high-end juicers, and „cookers” (for eggs or rice) are common. Many of us lack free time but still aspire to eat healthily and enjoy a variety of meals.

The aspiration for devices that „cook themselves” is amplified by social media. – While I was still active on TikTok, it appeared everyone was using an air fryer – states 37-year-old Magda. – These trends are at their peak. You watch one video, and then for a week, that’s all you see.

– The pressure stemming from others having it while I do not drives sales more than genuine demand – explains Joanna, a bank employee involved in after-sales service. She mentions that many purchases are made on credit. – Even as gifts, for instance, for parents.

Feedback post-purchase? Often positive. Marta, 49, shares: – With two kids, the robot is a game-changer. It has saved my life numerous times – she states. Despite her busy work schedule, she manages to prepare dinner for her teenagers daily thanks to kitchen equipment.

– I’ve noticed that after getting the Thermomix, we dine at home more frequently. That’s fine, especially given the high costs of dining out – adds Arkadiusz, 36.

However, at times the equipment simply collects dust. Michał purchased the robot for his sister, who enjoys cooking and runs a culinary blog. He anticipated it would be a hit, but that wasn’t necessarily the case. „She wasn’t particularly excited. Occasionally, she uses it to chop or grind something, but she generally doesn’t cook with it,” he states.

Poland ranks second

Thermomix, a kitchen robot from Vorwerk, is among the most sought-after devices. In Poland, the product is highly regarded, making us the second largest market (after Germany, Vorwerk’s country of origin) – in 2023, the Polish branch reported sales of products and services amounting to EUR 287 million (a 9.4% year-on-year increase). Thermomixes are already present in 1.5 million Polish households.

What accounts for this popularity? Thermomix is distinguished by two key aspects. Firstly, its steep price. The latest TM7 retails for PLN 6,669. Additionally, a subscription for access to the recipe platform costs PLN 259 annually, and those interested can purchase additional attachments, such as a shredding tool for PLN 575. Secondly, there’s a sense of exclus

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