Cooking as a hobby has become extremely popular due to the influence of Food Network and the various COVID lockdowns. Many people have taken up baking their own bread or challenging themselves with new culinary skills. 

What has made this even easier is the wide range of home appliances available for cooking, particularly the Instant Pot and the Ninja. Intrigued by the excitement, we decided to delve deeper into the world of multicookers to gain a better understanding of consumer behavior. By analyzing consumer reviews from top online retailers such as Amazon and Target, we were able to identify some of the latest trends and products in this field.

Top hierarchy topics for multicooker

To start, we examined the different topics that are influencing the hierarchy of multicookers, which was created by Revuze’s Generative AI engine. 

As indicated in the chart below, the most popular subjects that received positive rankings among consumers are convenience, versatility, health, cleanliness, and speed.

Likewise, this chart highlights the top negative subjects: sealing, lights, moisture, durability, and odor. Upon further investigation, we can observe the impact of these various subjects on the factors that drive high ratings. Unquestionably, the most significant subject is convenience, which contributes to a 20% increase in five-star reviews. In contrast, when it comes to one and two-star ratings, durability and customer service are the main factors. Ultimately, consumers desire a product that is user-friendly, long-lasting, easy to clean, and backed by strong customer service.

Ensuring an amazing cooking experience

Up until now, we have observed the influence of the “Ease of Use” topic on the multicooker hierarchy. Within this topic, it is evident that many consumers are seeking recipes or guidance to assist them in familiarizing themselves with their new multicooker.

1. Lack of Clarity in Instructions: Many users shared their frustration with the instructions provided in the cookbooks, finding them confusing and lacking clear guidance, especially for beginners. For instance, step-by-step instructions to use the pressure cooker and other functions were missing, leaving consumers at a loss as to how to make the most of their appliance.

2. No Recipe Booklet: Consumers  were disappointed by the missing recipe booklet that usually accompanies similar home appliances. It’s a common expectation to receive a cookbook or recipe guide to unlock the full cooking potential of the device. Instead, consumers were left to rely on online searches for recipes, which proved to be a bit of a hassle. It was not the seamless cooking experience they had hoped for.

3. Inconsistent and Contradictory Information: Consumers found themselves scratching their heads again when they encountered conflicting information across different platforms and sources. For instance, the manufacturer’s manual recommended a certain cooking time for a specific dish, but when searching online, consumers found multiple sources suggesting a completely different time. The lack of consistency just made consumers more confused and frustrated. What they really want is accurate and unified guidance on cooking times, settings, and pressure levels to achieve those perfect results. 

4. Specific Recipe Desires: Quite a few individuals voiced their desire for more specific recipes, especially when it came to basic dishes like rice. They longed for foolproof guidelines tailored to their specific model that took into account all the unique nuances of their appliance. Being able to adapt recipes and adjust cooking times according to their preferences was also high on their wish list.

5.Enhanced Access to Resources: Users turned to external resources like online platforms, cooking apps, and YouTube channels to supplement the missing documentation. These alternative sources provided valuable guidance and support where the manufacturer’s materials fell short. Some even suggested a collaboration between the appliance manufacturers and experienced users to develop comprehensive recipe books or guides, ensuring a reliable resource for everyone.

As you can see, the “Ease of Use” topic continues to be a focal point with consumers who weren’t shy about sharing their frustration with the instruction manual and recipes. They clearly don’t like scouring the internet for answers and that shines through in their comments. Since “Ease of Use” was a huge driver for 5 star review ratings, companies need to listen to consumers’ needs. These improvements would go a long way in creating a truly enjoyable cooking experience for users of the appliance.

Top Multicooker Appliances

Below you can see which multicookers made the grade and which didn’t. At the top of the list is the  Ninja OP401 8-Qt. Foodi All-in-One Multi-Cooker, 8-Quart, Black/Gray stood out because of its clear instructions, giving consumers a seamless user experience. It’s no surprise that it’s the top ranked appliance in the “Ease of Use” topic. In contrast, we have the Instant Pot Ultra, 10-in-1 Pressure Cooker, Slow Rice Cooker, Yogurt /Cake Maker, Egg Cooker, Sauté, and more which is one of the top models to frustrate and confuse consumers looking to get cooking with this new appliance.

Conclusion

In conclusion, it’s clear that consumers don’t just want a cooking appliance that gets the job done. They want something that makes their lives easier and helps them unleash their inner chef in the comfort of their own kitchens.

Our analysis of consumer reviews and feedback on multicookers revealed some common frustrations that can hinder the overall cooking experience. One of the biggest issues that bubbled to the top is consumers’ disappointment with unclear instructions, the absence of a recipe booklet, conflicting information, and the lack of specific recipes tailored to their appliance. It just complicated cooking unnecessarily. Clear and comprehensive instructions, including a handy recipe booklet, would go a long way in providing the guidance users are looking for.

In the end, it’s not just about functionality; it’s about creating an appliance that simplifies cooking and empowers users to explore their culinary talents. By addressing these consumer concerns and providing the necessary resources, manufacturers can make a positive impact on the cooking experiences of their customers. Learn how Revuze’s Generative AI can keep your finger on the pulse of your brand and products by visiting our website.

Florence Broder