In the early 2010s, a countertop appliance disrupted home kitchens with bold promises: cook rice, steam vegetables, pressure-cook ribs, and even bake yogurt—all in one device. That device was the Instant Pot, and its rise was meteoric. By 2017, it had become a cultural phenomenon, selling millions of units and inspiring countless Facebook groups, recipe blogs, and viral TikTok videos. But nearly a decade later, a new question looms: Is the Instant Pot still relevant, or has the multi-cooker trend run its course?
The answer isn’t as simple as “yes” or “no.” While the explosive growth of multi-cookers has slowed, their presence in modern kitchens remains significant. The shift isn’t about obsolescence—it’s about evolution. Consumer behavior, technological innovation, and changing culinary priorities have reshaped how we view these all-in-one appliances.
The Rise of the Multi-Cooker Era
The Instant Pot didn’t invent the multi-cooker, but it perfected the marketing and usability formula. Before its arrival, electric pressure cookers were largely niche, often associated with older generations or specific cuisines. The Instant Pot changed that by combining seven functions—pressure cooking, slow cooking, steaming, sautéing, warming, yogurt-making, and rice cooking—into one intuitive device with preset programs.
Its timing was impeccable. As urban professionals sought faster, healthier meals and families looked for ways to streamline weeknight dinners, the Instant Pot offered a compelling solution. It promised time savings (a pot roast in under an hour), energy efficiency, and consistent results. Amazon reviews soared, influencers endorsed it heavily, and Black Friday sales broke records.
By 2018, Instant Brands—the company behind Instant Pot—was valued at over $500 million. Competitors like Ninja Foodi, Crock-Pot Express, and Cosori rushed into the space, each offering variations on the same theme: more presets, air frying capabilities, and sleeker designs.
Tip: Even if you don’t use your multi-cooker daily, keeping it for batch cooking or meal prep can maximize its long-term value.Signs of Market Saturation
Fast forward to 2023–2024, and the landscape looks different. While multi-cookers remain common in American households, growth has plateaued. According to market research from Statista, global sales of electric pressure cookers grew just 1.3% year-over-year in 2023, down from double-digit increases during the pandemic peak.
Several factors contributed to this slowdown:
- Market saturation: Many homes already own a multi-cooker, reducing replacement demand.
- Counter space competition: Consumers are increasingly selective about which appliances earn permanent countertop real estate.
- Performance limitations: Some users found that while convenient, multi-cookers couldn’t fully replace stovetop or oven methods for texture and flavor development.
- Pandemic rebound: Sales surged during lockdowns when people cooked more at home. As dining out returned, so did declining interest in kitchen gadgets.
Additionally, social media trends shifted. Where once Instagram feeds overflowed with rainbow-colored stainless steel pots and “dump-and-go” recipes, attention moved toward air fryers, precision cookers (like sous-vide machines), and modular systems like Thermomix in certain markets.
“Multi-cookers filled a critical gap during a time when convenience trumped complexity. Now, consumers want versatility without compromise.” — Lena Park, Senior Analyst at KitchenTech Insights
How User Behavior Has Evolved
Despite slower sales, anecdotal and survey data suggest that loyalists still rely heavily on their devices. A 2023 Pew Research study found that 68% of multi-cooker owners continue to use them at least weekly, primarily for meal prep, soups, and grains. What’s changed is *how* they’re used—not as miracle machines, but as specialized tools within a broader kitchen ecosystem.
For example, many users now pair their Instant Pot with an air fryer lid or a standalone air fryer. The Ninja Foodi line capitalized on this by integrating both functions into single units, effectively rebranding the multi-cooker as a hybrid appliance.
Another shift is in culinary expectations. Early adopters celebrated any dish that worked “set-and-forget.” Today’s users are more discerning. They compare textures, browning levels, and flavor depth across methods. A pressure-cooked brisket might be ready in two hours, but it won’t replicate the smoky crust of a smoked version. This has led to more nuanced usage—using the multi-cooker for tenderizing tough cuts, then finishing under the broiler or on the grill.
Mini Case Study: The Johnson Family Kitchen, 2020 vs. 2024
In 2020, the Johnsons—a family of four in suburban Denver—bought their first Instant Pot DUO60 after seeing endless Facebook ads. For two years, it sat front and center on their counter. Weekly staples included chili, mashed potatoes, and frozen chicken breasts transformed into shredded taco filling. They joined online communities, tried every hack, and even gifted one to Grandma.
By 2023, the unit was moved to a lower cabinet. Why? Not because it broke or disappointed—but because they acquired an air fryer and realized they preferred roasting vegetables separately. They still pull out the Instant Pot monthly for bone broth and large-batch oatmeal, but it’s no longer the centerpiece.
This mirrors a broader trend: transition from novelty to utility. Appliances aren’t discarded—they’re repurposed based on evolving needs.
Technological Innovation and the Hybrid Wave
Rather than fading away, multi-cookers have adapted. The most successful models today aren’t just pressure cookers—they’re hybrids. Consider the following advancements:
| Feature | Traditional Multi-Cooker | Modern Hybrid Model |
|---|---|---|
| Cooking Methods | Pressure, slow cook, steam, yogurt | Plus air frying, dehydrating, baking |
| User Interface | Basic digital panel | Smart app connectivity, guided cooking |
| Accessories | Lid, trivet | Air fryer basket, reversible rack, Wi-Fi module |
| Space Efficiency | One function per device | Replaces multiple appliances |
| Price Range | $60–$100 | $120–$200+ |
Brands like Ninja have led this transformation. Their Foodi line combines pressure cooking with cyclonic air frying, allowing users to pressure-cook chicken thighs, then crisp the skin without switching devices. These hybrids appeal to space-conscious urban dwellers and those wary of clutter.
Meanwhile, premium brands like Breville and June are experimenting with AI-assisted cooking, where sensors detect food type and adjust time/temperature automatically. While not yet mainstream, these innovations signal a move toward smarter, more adaptive appliances—even if the core technology remains rooted in multi-functionality.
Tip: If considering an upgrade, look for models with removable crisping lids—they offer flexibility without doubling appliance count.Are Multi-Cookers Still Trending?
Trending implies momentum, virality, rapid adoption. By that measure, the classic multi-cooker has peaked. You won’t find the same level of frenzy around new releases as you did in 2017. However, “peaked” doesn’t mean “dead.”
Consider smartphones: iPhone sales growth peaked years ago, yet billions still use and depend on them daily. Similarly, multi-cookers have entered a mature phase—one defined by steady utility rather than explosive hype.
Social media reflects this shift. On TikTok, hashtags like #InstantPot have over 1.2 billion views, but engagement skews toward nostalgic content or clever hacks (“Make cheesecake in 10 minutes!”). On Reddit, r/InstantPot maintains 1.3 million members, but discussions focus on troubleshooting and advanced techniques rather than beginner excitement.
Moreover, international markets tell a different story. In India, Southeast Asia, and parts of Latin America, multi-cookers are gaining traction due to rising middle-class incomes and demand for time-saving appliances. Localized versions now include settings for biryani, tamales, and feijoada—showing adaptability beyond Western-centric defaults.
Checklist: Is Your Multi-Cooker Still Worth It?
Ask yourself the following to assess whether your device adds value:
- Do I use it at least once a week for meaningful meals?
- Does it save me noticeable time or cleanup effort?
- Can it perform tasks other appliances struggle with (e.g., perfect hard-boiled eggs)?
- Is it reliable and safe (no error codes, seal issues)?
- Would I recommend it to a friend starting their kitchen journey?
If you answered yes to three or more, your multi-cooker likely still earns its place.
FAQ
Has Instant Pot gone out of business?
No, Instant Pot is still in operation. While parent company Instant Brands filed for bankruptcy in 2023 due to debt restructuring, the brand continues to sell products through retail and online channels. Production and support remain active.
Can a multi-cooker replace my slow cooker and pressure cooker?
Yes, in most cases. Modern multi-cookers safely replicate both functions and often do so more efficiently with added safety features. However, dedicated slow cookers may offer better heat distribution for very long cooks (8+ hours), and stovetop pressure cookers allow greater control for experienced users.
Why are newer models more expensive?
Newer models include additional features like air frying, smart controls, stainless steel construction, and improved sealing mechanisms. The price reflects added functionality and R&D investment, though basic models remain available under $80.
Step-by-Step: Reviving Your Underused Multi-Cooker
If your device has been collecting dust, here’s how to reintegrate it meaningfully:
- Deep clean: Remove and wash all parts, especially the sealing ring, which can retain odors.
- Update firmware: Check the manufacturer’s website for updates if your model is smart-enabled.
- Try one new recipe: Pick something outside your norm—maybe lentil dal or yogurt—to rediscover its potential.
- Batch cook: Use it to prepare grains, beans, or broth for the week.
- Evaluate honestly: After four weeks, decide whether to keep it visible or store it seasonally.
Conclusion: Utility Over Hype
The Instant Pot may no longer dominate headlines or holiday wish lists, but it hasn’t vanished. Its journey reflects a natural lifecycle: innovation → adoption → saturation → integration. What began as a viral sensation has settled into a trusted role in kitchens worldwide.
Multi-cookers haven’t peaked in usefulness—only in novelty. For busy parents, budget-conscious cooks, and anyone seeking efficient, consistent results, they remain invaluable. And with ongoing innovation, especially in hybrid formats, their relevance is likely to persist for years to come.
Whether you’re a die-hard fan or a skeptical observer, the lesson is clear: kitchen tools evolve not by replacing old methods entirely, but by finding their niche within them.
🚀 Still using your Instant Pot—or ready to give it another try? Share your favorite recipe or tip in the comments and inspire others to make the most of their multi-cooker!
