Sektorstudien und Informationen

the sushi market


Letzte Aktualisierung: 03/09/2021

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Market overview

1.1 Presentation and definition of the sushi market in Germany

Sushi is a Japanese dish based on vinegar rice (shari) and another ingredient (neta) which most often is raw fish.

There are different types of sushi, however the core is made up of:

  • Makis - sushi in the form of a roll wrapped in seaweed;
  • Temakis - the preparation is similar to maki, but it has the form of a cone;
  • Nigiris - Slice of raw fish laid on an oval-shaped rice ball.

Sushi restaurants experienced an increase in revenues of 21% between 2012 and 2018 worldwide (average annual growth of 3.2%). The current dynamism of this sector owes a lot to the popularity of this dish around the world, thus increasingly distributed in Large and Medium-Sized Surfaces (SMEs) and offered through delivery.

The world market is in full expansion, driven by the dynamism of Japanese restaurants in all regions of the world, led by Asia and North America.

In Germany, where it was looked upon with scepticism a few years ago, sushi is now very much in demand and available practically everywhere. It is no longer found only in high-end Japanese restaurants, but also in supermarkets. Sushi also plays an important role in delivery services today and guarantees rapid growth in the catering sector. Today, there are between 1000 and 2000 shops and restaurants offering sushi all over the country.

1.2 A dynamic global market

Sushi is strongly rooted in Japanese culture, which subsequently has positive spillover effects on the revenue which the industry generates. These revenues were slightly impacted by the crisis between 2008 and 2011, losing 7% of value (-2.2% on annual average) since households were more reluctant to go to restaurants during this time. However, since 2012, sushi restaurant income has been rising: it increased by 21% between 2012 and 2018 (average annual growth of 3,2% ) to settle at 1,530 billion yen (i.e USD 13.6 billion approximately). [Anan-zaidan]

Revenue generated by sushi consumption

Japan, 2009-2018, in trillions of yen

CAGR 2012-2018: 3.2%

Source Anan-zaidan

In 2017, there were approximately 117,000 Japanese restaurants outside of Japan whereas according to a report by NHK, taken up by Forbes, the number of Japanese restaurants in the world was 24,000 in 2006. The main hubs for these restaurants are Asia (59%) and North America (22%). There was also a strong growth in the number of Japanese restaurants between 2015 and 2017 since there were only 88,650 of these restaurants worldwide in 2015, showing a growth of 33% over the period, mainly thanks to continental Asian countries (+53% over 2015-2017, 24% annual average). [Nippon]
Number of japanese restaurants by geographic zone

World, 2017, number of restaurants

Source: Nippon


1.3 The German market is showing resilience

In Germany, the wider catering market has been growing steadily in the last years:

Revenue from catering businesses subject to tax

Germany, 2010 - 2018, billion euros

Sushi restaurants in particular contributed to this increase: according to chefswonderland since the first sushi outlet opened in 1990 in Germany, nearly 2,000 restaurants are said to have sprung up. There are two types of restaurants that serve sushi:
  • Traditional Japanese restaurants: there are about 100 in Germany serving authentic Japanese cuisine;
  • Non-traditional Japanese restaurants: these claim to serve Japanese cuisine but are less concerned with traditions and methods

To determine the size of the sushi market in Germany, the following data was used: the number of Japanese restaurants in Germany in 2017 (A); the number of Asian restaurants in 2017 (B) and the total sales of Asian restaurants in 2017 (C).

(A/B)xC = Total sales of sushi restaurants in Germany 

A : 1500 [chefswonderland] ; B : 10 467 ; C : 1,8346 (billion €) [Euromonitor International]

The sushi market in Germany is therefore estimated at 262.912 million euros.

However, this estimate has several weaknesses : first of all, the number of Japanese restaurants is between 1000 and 2000 according to the chefswonderland site, which does not allow us to be sure of the value used here (1500). Secondly, this calculation only takes into account restaurants (full and limited service), and therefore omits sushi from mass distribution, which represents a large share of the market. Thus it is quite possible that this market estimate is lower than the actual size.
Nevertheless, by making the same calculation with figures from previous years we can estimate the evolution of the Japanese restaurant market, as depicted below:
Japanese Restaurants Market Size

Germany, 2014-2019, in million euros

Source: Euromonitor International chefswonderland traitement Businesscoot


1.4 A changing scene for sushi in Germany

The market has managed to avoid the saturation of its French neighbour
The German sushi market, similar to its European counterparts, has gone through tremendous change in recent years. In many aspects, it has been somewhat slow to keep up with the changes of its French neighbour. Within the latter, sushi has known a 15-year explosion until 2015 with a growing number of sale points, "you opened a restaurant, and it worked every time." reports a professional in the sector for Le Monde.
The difference, however, was the saturation encountered by the French market in the following years which doesn't appear to be the case on the German market. This can be explained by the fact that it was less developed at the time as there was less investments made by funds, who in France were betting on sushi to become a mass product like pizza.
The German market has reinvented itself
Frankfurter Rundschau reports in 2017 on the evolution of the market : the sector has seen an increase in the price of raw materials (salmon in particular). As a result, non-traditional restaurants had to fall back on lower quality. For Ellen Kartenbeck, the managing director of the pioneer Sushi-Factory (a company that has been operating in Germany since 1998), the price increase has prevented the achievement of large-scale coverage and has concentrated the market in cities.
On the other hand, other observers such as Wolfgang Adlwarth, GfK's consumer expert, stated in 2017 that more sushi outlets should be expected in the territory in the future "We are seeing strong growth in the retail sector, especially last year - double-digit growth figures that clearly exceed the usual growth rates for food ."
The fact remains that in 2020 the German market has reinvented itself. This includes making sushi more affordable through its ingenious supermarket distribution, which is discussed in later sections.

Demand Analysis

2.1 A growing demand for ready-to-eat meals from younger generations

Nowadays, sushi is the second most popular food on Instagram (after pizza) in terms of hashtag mentions. In January 2016, 52.1% of Germans had eaten sushi at least once during the month [CHD-Expert]. A real increase since in 2014, when a study on consumption of seafood products in Germany reported that 18% of the German population eats sushi once a month. The study stated that 27% of them were young adults (in the 20-29 age group). [Seafood studie, so essen die Deutschen]

Sushi Consumption by Age Group

Germany, 2016, %  

The demand for sushi is more significant among a younger population. In a context of ever-increasing numbers of individual households and a highly mobile society, consumer habits have changed, in favour of the "ready-to-eat" food industry. Sushi enjoys an ideal format to meet the demand of a young population, which values fresh and good quality food, but also efficiency.
Ready to Eat Chains Market Size

Germany, 2012-2019, US$ Million

Sushi is considered as much as a qualitative dish when going out to a restaurant as a healthy solution to have a quick dinner at home, for example, according to a study Euromonitor International. This reality is represented by the graph below, which shows the diversity of sushi consumption habits in 2014.
Favourite places to eat sushi

Germany, 2016, % 

For the 20-29 age group, the share of restaurant consumption was as high as 79%. It is important to take into account, however, the fact that this data (the most recent available) already goes back 7 years from 2021. Today we know that the share of consumption at home and on the go has increased following the explosion of delivery platforms and points of sale in supermarkets. [Seafood Study, So essen die Deutschen]

2.2 Salmon and Tuna rule the market

In Germany salmon is still the most popular fish eaten in sushi, followed by tuna. Together, they account for 68 % of German preferences:

Most Popular Fish in Sushi

Germany, 2016, % 

Seafood Studie also reports that salmon sushi is eaten less in Germany than in its European neighbours. This can be explained by the somewhat less developed market as mentioned earlier. For example, in Germany, in 2016, on average a person will consume 0,02 kilograms of salmon sushi per year, a figure that is equal to 0,06 in England. An important part of tuna fishing is destined for sushi. Demand also associates it with this product, as shown in the graph below. Among the first foods that come to mind when Germans talk about tuna are sushi.
What's the first thing that comes to mind when you think of tuna?

Germany, 2019, % of

2.3 A demand that is turning towards supermarkets

In 2014 the penetration rate of sushi in supermarkets in Germany was only 1.6%. [Seafood Study, So essen die Deutschen]
However, in the last six years, sushi has become the most popular food in the world and a must in supermarket shelves. Its target includes young people, great sushi lovers, in search of freshness, long shelf life, but above all in search of a more affordable sushi box than the one in restaurants.
The introduction of sushi boxes at German discounters has led to a significant price decrease of 11.8% for sushi and 6% growth in 2013 [ndr].
In this regard, brands that distribute in supermarkets, such as Sushi daily, Eat happy and Natsu food, focus their communication on the concerns of young consumers, which includes respect for the environment, product quality, freshness and finally price. Thus the word "quality" is found 8 times in the heading history from natsu while the notion of "freshness" is found 6 times in the heading about us on-site of Eat Happy.

2.4 The explosion of delivery platforms

Still insignificant in 2014, the share of food ordered online in Germany has only increased since then. The boom in delivery platforms bodes well for the sushi market, as it stands out as one of the most suitable and popular dishes for delivery (see market structure). Moreover, the proportion of the population that considers sushi to be a practical and healthy dish to eat at home is perfectly reflected in this offer.
Portion of total Meals that were Deliveries

 Germany, 2014-2019, %

Source: Euromonitor International

On-site consumption retains a large share of the market (75%) but it is declining year by year to make way for home delivery, while take-away and drive-away sales have not changed since 2014. [Euromonitor International

Distribution of consumption patterns in food services

Germany, 2019, % % of

Finally, this trend will only get stronger, as indicated in the report by Dehoga Bundesverband on gastronomy in Germany in 2018. According to the report, the catering industry was the delivery sector that had the better growth prospects followed closely by the ready-to-eat meal mentioned earlier.
Most Promising Sectors

Germany, 2018, base 0, max 5, min -5

Market structure

3.1 Salmon suppliers : an essential input to production

Salmon production : the Norwegian quasi-monopoly

The sushi market is highly dependent on the market for fish, which is the main raw material. According to the report Seafood Study, So essen die Deutschen 81% of the salmon in sushi comes from the Atlantic Ocean.

Origin of the salmon in sushi

Germany, 2016, in %

The study adds that among them, 90 % of the salmon consumed for sushi in Germany comes from Norway, more specifically from salmon farming. In 2019 notre-planete-info reported that while the number of salmon aquacultures has decreased by 40% in 10 years (although their size has increased), total annual production of farmed salmon has increased by a factor of 40 over the past 20 years and has increased by almost 40% in just 3 years (2016-2019).

Meanwhile, the price of salmon has also increased significantly : according to indexmundi, in June 2015 a kilo of salmon was worth an average of €4.6 whereas in June 2017 that price was €7.2. In 2020 according to the site france agrimer a kilo of salmon averaged around €8.

Salmon suppliers are directly linked to the market:

The leader in hypermarkets and supermarkets, Sushi Daily buys all fish processed in Germany from Deutsche See - a supplier that guarantees fish from sustainable and socially responsible sources which is supplied exclusively with Norwegian fish. Intermediary players such as Deutsche See represent an important segment of the market in that they act as a link between salmon producers and the food processing industry. Deutsche See is the market leader in Germany, with more than 35,000 customers in the food retail and catering industry.

3.2 Distribution concentrated in few channels

The site cdh-expert, provided in 2016 an overview of sushi consumption in Germany, where they established the top 3 distribution channels :

  • Japanese restaurants, independent (on site, take away or delivery) ;
  • Catering chains offering sushi (on site, take away or delivery);
  • Retail shelves.

In 2016, 29.2% of Germans prefered traditional Japanese independent restaurants to enjoy their sushi on the spot or to go. Then comes all-you-can-eat Asian buffet-style restaurants and in third, hypermarkets and supermarkets. [cdh-expert]

In response to a demand for more affordable sushi, the number of outlets in supermarkets has grown significantly. In the early years, such sushi was frowned upon because it didn't give the same impression of fresh food that sushi usually gives. In the end, the strategy paid off. In order to restore this image of freshness, more and more large supermarkets in the country have set up bars and stands where employees prepare fresh sushi in front of customers and pack it in "take-out" boxes. The forerunner of this trend, Sushi daily, has nearly 700 sushi bars in supermarkets throughout Europe.

The success of theseshops in shops,with for example the Rewe to go in the supermarkets of the same name, goes hand in hand with the ready-to-eat trend, to which sushi is perfectly suited.

3.3 The rise of delivery platforms restructured the market

The trend and explosion of delivery platforms over the last 5 years has also taken place in Germany and, as evident by the evolution of the share of food ordered online as a proportion of the total food ordered from food services, this trend is only just beginning. 
Percentage of food ordered online

Germany, 2014-2019, in %

In Germany, the most popular delivery services in 2019 are detailed in the graph below. There is a certain dominance of the Lieferando and Lieferheld platforms. In 2018, Lieferheld, its compatriot Hello Fresh and the British company Deliveroo raised 2.5 billion euros in private funds before their IPO, which represented 60% of the investments in Foodtech this year according to LSA conso.
What online delivery services have you used in the last 12 months?

Germany, 2019, in

In 2015, Lieferando's website displayed the shares of the most ordered dishes according to cities in Germany. The map below shows the percentage for sushi, if it is among the top 3 most ordered dishes. The cities mentioned are the following (starting top right and then clockwise) Magdeburg, Berlin, Dresden, Erfurt Munich, Stuttgart, Wiesbaden, Düsseldorf, and Hamburg.

Thus, sushi is often part of the top 3 most ordered dishes. We can estimate that this share has increased in 5 years with the development of this type of consumption.

Analysis of the offer

4.1 Average price per type of sushi

The price of sushi varies depending on the distribution channel and the type of sushi. In addition, restaurants usually offer trays or formulas with an assortment of sushi, which again increases the price range at which sushi is sold.

The table below gives an idea of what sushi prices can be when sold by a supermarket chain or kiosk (6 pieces for a maki, 1 piece for a terimaki, 8 pieces for sashimi, 2 pieces for nigiris/sushis). The prices of sushi sold in supermarkets are relatively similar.


Type of sushi



4-5 €




6-7 €


4-5 €


The restaurant prices off-chain are harder to illustrate. Restaurants offer different options (all you can eat, à la carte,), with prices depending on the quality of the product sold. Nevertheless, consumers are often ready to pay more in restaurants than in supermarkets. [Planet Sushi]


4.2 The different types of sushi

The German market includes all the traditional sushi known on the European market, the demand for it is roughly similar from one country to another and therefore the supply is not more or less varied than in one of its neighbours.

  • Makis - sushi in the form of a roll wrapped in seaweed
  • Temakis - the preparation is similar to maki, in the form of a cone
  • Nigiris - Slice of raw fish laid on an oval-shaped rice ball
  • California Roll maki: a maki that contains avocado, crab and cucumber 
  • Spring Roll:  spring roll
  • Tataki : slice of fish very lightly cooked and marinated in vinegar
  • Chirashi bowl of rice with assorted toppings
  • Tempura : seafood or fried vegetables

There are also different types of filling :

  • Avocado
  • sake : salmon cut into pieces
  • ebi : shrimps and mayonnaise
  • ninjin : finely chopped carrot
  • kappa : cucumber (kyuri: Japanese cucumber)
  • kampyō : dried pumpkin strips
  • nattō: fermented soybeans
  • Okra
  • Oshinko: Takuan (daikon or pickled vegetables)
  • pickled radish
  • tamago omelet
  • tekka : tuna
  • Tofu
  • ume : Umeboshi paste (Japanese plum)

Nevertheless, the offers are diversifying, and we are beginning to identify an opening towards other Japanese or Asian recipes : bento, ramen or even bo bun.


5.1 Supervision of sushi sales

The sale of sushi must follow the regulations for the sale of food : notably the rules (EC) No 853/2004 which lays down the hygiene rules to be followed for food of animal origin. [Eur-Lex] The most important point in structuring the market is that fish must be frozen before being eaten raw.

The sale of sushi must also follow eDI regulations on Hygiene in Food Handling (817.024.1). This defines in Germany not only the prerequisites for any preparation based on raw fish, but also the provisions to be taken.

Article 44 lays down the temperature requirements for processed fishery products containing cold rice acidified with rice vinegar < pH 4,5 (sushi). That temperature is 5 °C.

Positioning of the players

6.1 Segmentation

Type of company Name of company Turnover
German companies Eat Happy 172 M € (2017)
Sushi Daily N.A
Natsu Shop 3.8 Billion € (2019)
European leaders Sushi Shop 1.5 Billion € (2018)
WAGAMAMA 800 M € (2018)
Yo Sushi 175 M € (2017)
Planet Sushi 63 M € (2019)
Traditional Japanese restaurants ZENKICHI (Berlin) N.A
Senju Restaurant (Mannheim)



Sushi Shop Restauration

DUNS: 449531391
Umsatz: 109.301 Milionen € (2020)
  • Geschätzte Besucherzahl für die Sushi Shop Website  
Geschätzter Traffic auf der Sushi Shop Website

Frankreich - 2020-2021, Besucher


  •  Wichtigste Schlüsselwörter, auf denen die Sushi Shop-Website positioniert ist
Schlüsselwort Position Vorherige Position Suchvolumen
sushi-Laden 1 1 201000
sushi 1 1 301000
japanisches Restaurant 1 1 74000
maki 3 2 49500
sushi-Restaurant 1 1 6600
frühlingsrollen 1 1 6600
sushi laden rennes 1 1 3600
sushi laden grenoble 1 1 2900
sushi-Laden Nancy 1 1 2900
sushi laden annecy 1 1 2900
sushi laden lyon 1 1 2900

  • Hauptkonkurrenten von Sushi Shop
Bereich Relevanz für Wettbewerber Gemeinsame Schlüsselwörter 0,37 941 0,18 335 0,16 305 0,11 190 0,1 205 0,1 325 0,06 121 0,06 86 0,06 81 0,05 87 0,05 141

Quelle : SEMRUSH


  • Markenbekanntheit  
Geschätzte Markenbekanntheit des Sushi Shops online

Google-Suchen mit und ohne Marke



  • Beispiele für Online-Werbung

Poke Bowl - Sushi Shop Restaurant

Entdecken Sie unsere Mittagsmenüs und genießen Sie unsere Sushi-Boxen zum Teilen. Teller, Getränk und Dessert ab 15,90€ ! Schnelle Lieferung. Mittagsmenüs ab 15,90€. Die Nr. 1 bei Sushi in Frankreich. Leader Sushi Delivery. Sushi-Boxen.

Sushi - Sushi Shop Restaurant

Bestellen Sie Sushi online in unseren Sushi Shop Restaurants in Ihrer Nähe. Sushi, Maki, California Rolls, Poke Bowls online bestellen

Sushi - Sushi Shop Restaurant

Bestellen Sie Sushi online in unseren Sushi Shop Restaurants in Ihrer Nähe. Sushi, Maki, California Rolls, Poke Bowls online bestellen



Die Restaurantkette Sushi Shop ist auf die Zubereitung und den Verkauf von Sushi spezialisiert. Seit ihrer Gründung im Jahr 1998 hat die Kette ihr Netz in Frankreich und auf internationaler Ebene erweitert und verfügt heute über 120 Restaurants (Franchises). Sushi Shop ist auf dem Markt für japanisches Fast Food der Spitzenklasse angesiedelt und bietet eine vereinfachte Speisekarte (zu relativ hohen Preisen) sowie Partnerschaften mit berühmten Köchen (Cyril Lignac, Thierry Marx usw.). Die Sushi Shop Restauration verwaltet die kommerzielle Tätigkeit und wird von der Sushi Shop Management geleitet, die ihrerseits von der Sushi Shop Gruppe geführt wird.

Externe Quellen und Nachrichten:

25. Juli 2018 - Sushi Shop, ein französisches Juwel, das international expandiert, wird von AmRest übernommen - Quelle ( Le Figaro )

  • AmRest kauft das Unternehmen für 240 Millionen Euro
  • Präsenz in 11 verschiedenen Ländern
  • 165 Betriebe
  • Schrittweise Übernahme der 87 Verkaufsstellen

Groupe Planet Sushi

DUNS: 477542823
Umsatz: 90 Milionen € (2018)

Die Planet Sushi Gruppe ist eine Holdinggesellschaft, die seit 2008 das Planet Sushi Franchise in Frankreich entwickelt.

Das Netzwerk erwirtschaftet 2018 mit 70 Restaurants einen Umsatz von 90 Millionen Euro.

Die Gruppe wurde 2014 dem Schutzklauselverfahren unterstellt und 2015 wieder entlassen.


Das Unternehmen setzt im Vergleich zu traditionellen Produkten stark auf Innovation. So brachte Planet Sushi im Jahr 2002 die Fresh Roll und 2007 die Sushi Nutella auf den Markt.

Es ist möglich, die Produkte von Planet Sushi vor Ort zu essen, sie mitzunehmen, aber auch nach Hause liefern zu lassen: 2017 hat das Unternehmen sogar einen Nachtlieferdienst (By Night-Angebot) eingeführt

Quelle Website des Unternehmens


DUNS: 40916042
Umsatz: 17.8 Milionen € (2015)

Matsuri wurde 1986 in Paris gegründet. Heute hat die Kette 17 Restaurants in Frankreich und im Ausland (in der Schweiz und in Marokko). Die Kette ist eher im oberen Bereich angesiedelt

Wie auf dem französischen Markt üblich, befinden sich die meisten Restaurants in der Region Paris (9 von 17)

Vor Ort besteht die Besonderheit des Matsuri darin, dass es einen rotierenden Zähler hat. Es war das erste Restaurant, das dieses Konzept in Europa eingeführt hat. Die Köche stehen hinter der Theke und bereiten das Sushi zu. Es besteht auch die Möglichkeit, Sushi zum Mitnehmen zu bestellen. Allerdings macht der Versand nur 40 % des Geschäfts von Matsuri aus

Quelle Website des Unternehmens

Sushi Daily

DUNS: 522147271
Umsatz: non renseigné

Seit 2010 ist Sushi Daily eine Kioskkette, die Sushi in Supermärkten, aber auch in Flughäfen und Bahnhöfen anbietet. Es verfügt über mehr als 700 Kioske in Frankreich, aber auch international in 9 anderen europäischen Ländern (Belgien, Spanien, Italien, usw.)

In Frankreich verfügt Sushi Daily im Jahr 2018 über 252 Kioske, die in den Supermärkten Carrefour, Monoprix, Système U, Intermarché, Géant und Leclerc vertreten sind

Quelle Website des Unternehmens , HanaGroup

Natsu Shop

Umsatz: non renseigné

Der Natsu-Shop bietet Gerichte und Sushi für Supermärkte an. Er hat seit 2018 eine physische Filiale, aber der Großteil seines Geschäfts ist der Vertrieb von Sushi für Supermärkte

Beschreibung des Standorts Nastu-Laden Alle Produkte im Shop werden täglich frisch in unserer Fabrik in Neuss hergestellt. Wie Sie vielleicht schon wissen, legen wir großen Wert auf Nachhaltigkeit. Wir achten darauf, dass unsere Fische nachhaltig gezüchtet werden und dass unsere Verpackungen recycelbar und teilweise biologisch abbaubar sind. Unser Besteck zum Beispiel, das wir kostenlos beifügen, ist aus PLA hergestellt. Das bedeutet, dass sie aus nachwachsenden Rohstoffen und nicht aus Erdöl hergestellt werden. Wichtig ist uns auch die regionale Verwurzelung, sowohl bei der Beschaffung von Rohstoffen als auch bei der Herstellung der Produkte selbst.

Eat happy

Umsatz: 35 Milionen € (2017)

EatHappy ist der Marktführer in Deutschland für täglich frisches, handgerolltes Sushi und original asiatische Snacks. Als Shop-in-Shop-Konzept im Lebensmitteleinzelhandel betreibt EatHappy mehr als 400 Standorte in Deutschland. In den EatHappy-Läden bereiten professionelle Sushi-Köche hochwertige asiatische Produkte frisch vor den Augen der Kunden zu. Dieses für Deutschland neue Konzept der Ultrafrische hat sich inzwischen etabliert und expandiert rasant. EatHappy ist seit 2015 in Österreich aktiv und hat mittlerweile fast 300 Standorte (mehr als 30 Shop-in-Shop-Konzepte und mehr als 300 Shop-Boxen) und 200 Mitarbeiter.